品牌设计与符号资源势能理论-包装工程.PDF

鑳℃槗瀹圭瓑 鍝佺墝璁捐涓庣鍙疯祫婧愬娍鑳界悊璁 15 鍝佺墝璁捐涓庣鍙疯祫婧愬娍鑳界悊璁 1锛? 3 鑳℃槗瀹 锛岄粍鍐 锛?.妗傛灄鐢靛瓙绉戞妧澶у锛屾鏋 541004锛?. 鍥涘窛澶у锛屾垚閮 510064锛?.骞胯タ甯堣寖澶у锛屾鏋 541000锛 鎽樿锛氫互涓€鎵瑰浗鍐呭鐭ュ悕鍝佺墝鐨勫彉鏍囦负渚嬶紝鎻愬嚭浜嗏€滃搧鐗岀鍙峰娍鑳解€濊蹇典笌鍩烘湰鍘熺悊锛屽苟杩涗竴姝ヨ杩颁簡浣滀负绗﹀彿璧勬簮 鐨勫搧鐗岀鍙峰叿鏈夌殑閬嶅湪鎬с€佺█缂烘€х瓑灞炴€с€傚垎鏋愪簡涓冨枩銆佹潕瀹佺瓑涓€绯诲垪鍥介檯鍝佺墝鐨勫彉鏍囩瓥鐣ワ紝鎻愬嚭浜嗗搧鐗岃璁′紶鎾 涓绗﹀彿璧勬簮鐨勬湁鏁堝紑鎺樿兘褰㈡垚涓€绉嶅娍鑳斤紱闃愯堪浜嗗搧鐗屽娍鑳藉彲杞寲涓洪攢鍞姩鑳斤紝鎻愰珮鍟嗗搧婧环浠ュ強閫氳繃姒傚康鍖洪殧褰 鎴愬競鍦哄鍨掔殑鏁堢敤銆 鍏抽敭璇嶏細鍝佺墝璁捐锛涚鍙峰锛涙暣鍚堜紶鎾 涓浘鍒嗙被鍙凤細J524.1 鏂囩尞鏍囪瘑鐮侊細A 鏂囩珷缂栧彿锛?001-3563锛?011锛?6-0015-04 Theory of Brand Design and Sign Resource Energy HU Yi-rong1锛?锛孒UANG Jun3 锛?. Guilin University of Electronics Technology 锛孏uilin 541004 锛孋hina 锛?. Sichuan University 锛孋hengdu 510064 锛 China 锛?. Guangxi Normal University 锛孏uilin 541000 锛孋hina 锛 Abstract 锛欼t pointed out the concept and basic principle of brand symbol energy and change logo based on the analysis of many famous brands at home and abroad. Furthermore, it discussed the basic character of the symbol resource such as scarcity and omnipresence. It analyzed the strategy of change logo international brand such as 7up and Li Ning, proposed brand design could form a energy for the effective digging of sign resource. It expounded that brand energy could transform to sales kinetic energy and improve commodity premium and effects of market wall. Key words 锛歜rand symbols 锛泂ign resource 锛沬ntegrated communication 瀛﹁€匔harlesPearson鏇捐鍒帮紝18涓栫邯鏄墿鐞嗙殑涓 绾紝19涓栫邯鏄寲瀛︾殑涓栫邯锛?0涓栫邯鏄敓鐗╃數瀛愮殑涓栫邯锛 1 鍝佺墝绗﹀彿鍔胯兘鐨勬蹇典笌鐗规€ 21涓栫邯锛屼篃璁稿氨浼氭垚涓虹鍙风殑涓栫邯銆傜鍙峰摬瀛﹀鍗¤タ 灏旇涓猴細鈥滀汉涓嶅啀鐢熸椿鍦ㄤ竴涓崟绾殑鐗╃悊瀹囧畽涓紝鑰屾槸 鍝佺墝鎴栧箍鍛婂苟闈炲湪鐪熺┖涓繘琛屼紶鎾紝鑰屾€绘槸瀛樺湪 [1] [4] 鐢熸椿鍦ㄤ竴涓鍙峰畤瀹欎腑 銆傗€濊杩欐槸涓€涓鍙风殑鏃朵唬骞 鍚勭鍏蜂綋鐨勮█璇磋澧 銆傚叾涓紝鏁堟灉杈炬垚鎵€渚濊禆鐨勭洰 涓嶅じ寮犮€傛秷璐圭ぞ浼氱殑鏍囧織鏄鍙锋秷璐硅秴瓒婁骇鍝佸姛鑳 鏍囧彈浼楃兢浣撶殑鏃㈡湁璁ょ煡鐘跺喌灏辨槸涓€绉嶅強鍏堕噸瑕佺殑浼 鎬ф秷璐广€傚湪浜轰滑瀹ｇО涓栫晫浠ヤ竴绉嶆暣浣撻潰璨岃繘鍏ユ秷璐 鎾