【作者】 李星；

【导师】 寻胜兰；

【作者基本信息】 江南大学 ， 设计艺术学， 2008， 硕士

【摘要】 当今社会是竞争的社会,全球经济正处于激烈竞争当中,在这种商品极为丰富,差异性不明显的市场条件下,所有企业都在思考如何扩大品牌的差异性,树立自身产品的特色以区别于竞争对手;怎样树立品牌个性,以自己产品鲜明的个性来吸引客户的问题。当前,谁能够树立起独特的品牌特征,谁就能在激烈的市场竞争中脱颖而出。随着世界级品牌离我们愈来愈近,从世界品牌排行榜看出,中国品牌的发展现状不容乐观。国内品牌的自身发展能力困难重重。改革开放以来,中国走过了品牌经济启蒙阶段和品牌经济发展阶段,目前正处于品牌经济提升阶段。中国品牌发展的总体水平与中国经济和贸易的发展程度很不相称,与发达国家相比还有很大差距。因此,提升我国品牌的核心竞争力的确还需要很大的努力。成功的品牌是市场竞争中最有力的武器,也是企业最宝贵的资产。而现代品牌的竞争,越来越表现为品牌文化的竞争。要提高我国品牌的核心竞争力,就是实现品牌信仰,建设好我国现代品牌文化。论文分析的思路为:品牌文化的构建,塑造中国品牌文化,提升中国本土品牌设计。论证了研究品牌文化的理论依据。从经济学角度,总结出品牌文化是与消费者接近,创造差异化的核心竞争力,占领市场,完善品牌建设的有力途径;在品牌文化内涵与意义中,强调品牌文化的功能与价值;详细分析品牌文化对品牌设计心理要素的影响,为中国本土品牌设计提升的实证研究铺垫理论基础;分析在国际化与本土化并进的品牌策略中,如何让品牌融入民族个性达到国际化。提出塑造中国品牌文化,分析成功的国际品牌的民族文化特质,指导我国品牌文化建设发展的方向。以中华老字号为例,提出建设性的解决方案。提升中国本土品牌设计。“非油炸”是方便面消费市场上的新概念,具有很大的发展潜力。本文将“‘五谷道场’品牌设计提升的探索性实证研究”作为案例,从中国方便食品的市场分析、中国方便面市场状况分析,以及非油炸方便面品牌心理实态分析,层层深入递进。以消费心理、设计心理的相关理论为基础,设计出原创性的方便面消费者满意度调查问卷,通过方便面消费者满意度问卷调查的实施,进行方便面消费者满意度问卷调查结果统计分析、非油炸方便面品牌心理评价的局部分析、非油炸方便面品牌心理评价的相关分析等。从现有的方便面市场入手,了解消费者的相关消费理由、相关消费习惯、相关销售宣传、“五谷道场”相关品牌认知、“五谷道场”相关品牌形象及展望等心理评价,得出“五谷道场”品牌设计提升的实证研究总结,完成对“五谷道场”品牌的设计提升,以及“五谷道场”品牌文化的探索性设计提升。更多还原

【Abstract】 Today’s society is a competitive society, the global economy is in a fierce competition, is extremely rich in such goods, indicating the difference between the market conditions, all enterprises are pondering how to expand the brand differences, and establish their own characteristics to distinguish between products In competitors; how to establish a brand personality, to the distinctive character of their products to attract customers of the problem. At present, who can establish a unique brand characteristics, who will be in fierce competition in the market come to the fore.With our world-class brands from more recent, from the world’s top brands to see that the development of Chinese brands is not optimistic. The development of domestic brands of their own capabilities difficult. Since reform and opening up, Chinese brands have gone through a phase of economic enlightenment and brand the stage of economic development, which is now in a brand enhancing economic stage. China’s brand development and the overall level of China’s economic and trade is not commensurate with the level of development, compared with developed countries still have a long way. Therefore, upgrading the core of our brand competitiveness is also required great efforts. The success of brands in the market competition is the most powerful weapon, but also the most valuable corporate assets. The modern brand of competition, more performance for the brand culture of competition. To enhance the country’s core competitiveness of the brand, is to achieve brand beliefs, building our brand of modern culture.Papers for the analysis of the ideas: a culture of brand building, brand culture shaping China to enhance China’s domestic brand design. Research has demonstrated the brand and cultural theory. From the perspective of economics, culture is summed up brands and consumers closer, and create differences between the core competitiveness, occupying the market and improve the building of a strong brand means in the cultural meaning and significance of brands, brand culture emphasized the function and value; details Analysis of brand culture of brand design elements of the psychological impact of China’s domestic brand design for the upgrading of the stage on the basis of empirical analysis in the international and localization of-date brand strategy, how to make brand integration into the international reach of the national personality. China to create brand culture, the success of the national cultural characteristics of international brands to guide the development of China’s brand-building culture in the direction. Old and famous in China as an example, propose constructive solutions.Upgrading China’s domestic brand design. "Non-fried" instant noodle consumer market is a new concept, has great potential for development. This paper will be " ’ Wu Gu Dao Chang ’ brand design enhance the exploration of empirical research" as a case, and from the convenience food market analysis, China’s instant noodle market analysis, as well as non-fried noodle brand is psychological state of the progressive layers of depth. To consumer sentiment, the design of psychological theory based on the design of the original noodle consumer satisfaction surveys, through instant noodle consumer satisfaction survey the implementation of instant noodles to the consumer satisfaction survey results of statistical analysis, non-oil Fried noodle brand psychological evaluation of the local analysis, non-fried noodle brand psychological evaluation of the relevant analysis. The instant noodle market from the existing start to understand consumer spending related reasons, related to consumer habits, sales-related publicity, " Wu Gu Dao Chang " relevant brand awareness, " Wu Gu Dao Chang " relevant brand image and prospects, and other psychological evaluation, that " Wu Gu Dao Chang "brand design enhance the empirical study concluded that the completion of the" Wu Gu Dao Chang "brand of design enhancements, and" Wu Gu Dao Chang "brand culture enhance the exploration of the design.更多还原