| 基于新媒介的老字号品牌多元创新设计研究 |
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| 引用本文： | 杨猛,戴晓棠.基于新媒介的老字号品牌多元创新设计研究[J].包装工程,2016,37(10):21-25. |
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| 作者姓名： | 杨猛 戴晓棠 |
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| 作者单位： | 沈阳航空航天大学,沈阳,110136;沈阳航空航天大学,沈阳,110136 |
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| 基金项目： | 辽宁省社科联2015年度辽宁经济社会发展立项课题;2013年辽宁省教育厅科学研究一般项目 |
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| 摘 要： | 目的研究新媒介背景下老字号品牌视觉形象的创新设计问题。方法针对辽宁老字号企业进行实地调研和对比分析,发现老字号企业品牌现状的共性及个案问题,并依托新媒介手段提出相应的解决方案。结论新媒介为新时代的品牌塑造提出了新命题和新要求,利用智能移动终端为代表的新媒介进行的品牌宣传和延伸,合力为一、多元创新,是品牌生长的新途径。
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| 关 键 词： | 老字号 品牌创新 多向定位 多位一体 |
| 收稿时间： | 2/5/2016 12:00:00 AM |
| 修稿时间： | 2016/5/20 0:00:00 |
Multi-innovation Designs for Time-honored Brands on the Base of New Media |
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| YANG Meng and DAI Xiao-tang.Multi-innovation Designs for Time-honored Brands on the Base of New Media[J].Packaging Engineering,2016,37(10):21-25. |
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| Authors: | YANG Meng and DAI Xiao-tang |
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| Affiliation: | Shenyang Aerospace University, Shenyang 110136, China and Shenyang Aerospace University, Shenyang 110136, China |
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| Abstract: | It researches the innovative designs for visual images of time-honored brands in new media age. On the base of practical investigations and comparative analysis for time-honored brands in Liaoning province, we have found the common features and distinctive problems in those enterprises with time-honored brands, and proposed some solutions relying on new media. With new media having raised new topics and requirements for brands shaping in new age, it has become a new route for brand development to achieve brand propaganda and extension using new media such as smart terminal devices. |
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| Keywords: | time-honored brands brand innovation multi-directional positioning integration with multi-aspects |
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