互联网时代的上海民族品牌设计创新发展研究——以回力体育品牌为例
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摘要
上海民族品牌的成长是中国民族工业发展的一个缩影,随着时代的更迭,曾风靡一时的上海知名老品牌多数已经销声匿迹,保留至今的部分品牌也无法重现当年的辉煌。伴随20世纪90年代互联网技术进入中国后,商品及品牌的发展被赋予无限可能,而如今的民族品牌因品牌形象模糊守旧,在公众心中始终无法留下深刻印象。本文结合互联网时代背景,为上海民族品牌分析出适合发展的方法,让其焕发新生机;通过品牌设计打造上海品牌,让上海产品向上海品牌转型,是本次论文阐述研究的重点。
The growth of Shanghai national brand is a microcosm of the development of China's national industry. With the change of times, most of the wellknown old Shanghai brands that have been popular for a while have disappeared. Some of the brands that have been preserved so far cannot reproduce the glory of the year. With the entry of Internet technology into China in the 1990 s, the development of goods and brands was endowed with infinite possibilities, and today's national brands are always impressed by the public because of their brand image. This paper hopes to analyze the suitable development method for the Shanghai national brand in combination with the background of the Internet era, let the old Shanghai brand rejuvenate, and create the Shanghai brand through brand design, and transform the Shanghai product to the Shanghai brand. This is the focus of this paper.
The growth of Shanghai national brand is a microcosm of the development of China's national industry. With the change of times, most of the wellknown old Shanghai brands that have been popular for a while have disappeared. Some of the brands that have been preserved so far cannot reproduce the glory of the year. With the entry of Internet technology into China in the 1990 s, the development of goods and brands was endowed with infinite possibilities, and today's national brands are always impressed by the public because of their brand image. This paper hopes to analyze the suitable development method for the Shanghai national brand in combination with the background of the Internet era, let the old Shanghai brand rejuvenate, and create the Shanghai brand through brand design, and transform the Shanghai product to the Shanghai brand. This is the focus of this paper.
引文
[1]马咏蓄.可持续设计战略--挖掘上海老字号非物质文化遗产精髓,创造品牌体验[J].清华国际设计管理大会论文文集,2009:276-278.
[2]余明阳.品牌文化.
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[4]赵金妹.网络时代背景下品牌设计与传播策略研究[D].江南大学,2013.
[5]杜冬梅.品牌设计中情感的建构[J].飞天,2012(2):79-80.
[6]马云,虎雅东.“互联网+”背景下的品牌设计与推广特点研究[J].包装工程,2016(10):17-20.
[7]朱永明.视觉语言探析--符号化的图像形态与意义[M].南京大学出版社:2011,15-16.
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[2]余明阳.品牌文化.
[3]张一士,马咏蕾.传承与创新:上海食品老品牌的品牌文化与品牌延伸策略的研究,清华国际设计管理大会论文文集[J].2013:342-349.
[4]赵金妹.网络时代背景下品牌设计与传播策略研究[D].江南大学,2013.
[5]杜冬梅.品牌设计中情感的建构[J].飞天,2012(2):79-80.
[6]马云,虎雅东.“互联网+”背景下的品牌设计与推广特点研究[J].包装工程,2016(10):17-20.
[7]朱永明.视觉语言探析--符号化的图像形态与意义[M].南京大学出版社:2011,15-16.
[8]李星.关于中国品牌文化的提升探索研究[D].江南大学,2008.
[9]黄升民,周艳.互联网的媒体化战略[M].北京:中国市场出版社,2012,6.