家具品牌视觉识别设计研究-设计艺术学专业论文.docxVIP

学位论文版权使用授权书本学位论文作者完全了解盒壁王些丕堂有关保留、使用学位论文的规定，有权保留 学位论文版权使用授权书 本学位论文作者完全了解盒壁王些丕堂有关保留、使用学位论文的规定，有权保留 并向国家有关部门或机构送交论文的复印件和磁盘，允许论文被查阅或借阅。本人授权—金 壁至些太堂可以将学位论文的全部或部分论文内容编入有关数据库进行检索，可以采用影 印、缩印或扫描等复制手段保存、汇编学位论文。 (保密的学位论文在解密后适用本授权书) 学位论文者签名．彳纫 导师签名． 签字日期加l『年4月弓日 签字日期：扣If年4月哆日 学位论文作者毕业后去向： 工作单位： 电话： 通讯地址： 邮编： 有效增加品牌资产这一问题进行选题。 有效增加品牌资产这一问题进行选题。 论文首先通过品牌视觉识别设计的相关知识要点与内容叙述，对世界家具 品牌一一宜家家居的视觉识别设计为案例进行分析对比。针对宜家家居品牌的 成功进行思考。然后，通过笔者自身实践的2个案例，恋尚家家具品牌的建立 与视觉形象设计推广和百强家具子品牌的品牌战略定位及视觉广告的设计推广 进一步阐述家具品牌视觉识别设计的重要性和针对不同品牌架构模式所实施的 具体方法进行分析阐述。最后，通过实践得出清晰的品牌战略定位的重要，子 品牌视觉设计应处理好统一性与灵活性的关系及品牌视觉识别设计与品牌资产 之间的微妙关系。 笔者希望通过自身的设计实践与理论探索能够对今后家具品牌形象设计领 域的研究与实践有所贡献。 关键词：家具 品牌 视觉识别 形象 战略 广告推广 Research Research on the Design of Visual Identi锣of the 1n ‘·1— 量I’urniture BranIcIS ABSTRACT The design of visual identity of the furniture brands is a crucial issue in the furniture industry in China for the following reasons．Firstly,witll the rapid development of people’S life quality,the real estate boom and the increasing popularity of decoration in residential houses have largely stimulated the furniture market in China．Secondly,fast rise of the domestic furniture industry has simultaneously attracted a lot of international furniture manufacturers，which has come to China to gain great business chances．Last but not least， a lack of leading brands of the domestic furniture industry has been largely affected by the coming foreign furniture manufacturers in China，causing the market disruption of the furniture industry in China．So it is quite common that those domestic furniture industries are competing fiercely．This paper is mainly about how to successfully build up the furniture brands in China in order to increase the value ofbrand equity． According to the relative information of the design of visual identity system of brands， this paper will analyze and compare some cases of the visual identity system ofⅡ【EA·一a worldly famous brand．Besides，the writer has some thoughts in connection with’the SUCCESS of the brand of