桃花坞品牌形象重塑研究

发布时间：2019-06-10 03:24

【摘要】：苏州是个具有浓郁人文情怀人文精神人文内涵的地域，苏州的桃花坞地区也曾因木版年画的辉煌享誉中外。然而随着农耕文明时代向工业化的现代文明的转型，这种最具有初始性的民间艺术逐渐淡出人们的视野濒临消亡，桃花坞地区年画艺术的生存和发展面临着严峻的挑战，整个地区也陷入发展困境。随着世界经济的高速发展，社会也进入一个品牌经营的经济时代，更是一个形象消费的时代。未来的市场竞争不仅仅是产品和价格之争，更重要的是品牌的综合竞争。本文以对桃花坞品牌形象的重新塑造为主要研究对象，从如何让桃花坞摆脱在当代社会中的尴尬境遇出发，将桃花坞年画中的书斋式研究和田野调查所获得的成果，同现代的先进手段、保护理念和市场要求相结合，将艺术创新和经济创新相结合，改变之前对民间艺术的保护方式，对桃花坞地区进行全新的品牌形象重塑保护策略。采用借鉴成功品牌实例和理论相结合的方式分析桃花坞品牌形象重塑的特点和发展方向。这就需要对桃花坞形象的现状进行充分的了解，并明确塑造思路、目标以及未来的发展策略。鉴此，如何寻求新的发展途径实现桃花坞地区的全新发展成为现在要解决的主要问题。在这样的背景下，对桃花坞地区进行准确的品牌形象定位，确立桃花坞的地区形象，对桃花坞地区进行整体形象的重新塑造与民族文化品牌的建立，，成为提升桃花坞地区形象、提高文化竞争力、盘活地区经济、传承民间技艺和实现桃花坞地区可持续发展的重要途径。对桃花坞进行实地的调研，通过田野考察法搜集和整理了大量的一手影像资料和宝贵信息。通过前期的理论铺垫和调研考察，并在最后独立完成一整套桃花坞品牌形象设计方案，使文章按照理论到实践、抽象到具体的逻辑顺序展开论证研究。用现代的思维方式和手法来重新塑造桃花坞的品牌形象系统，是保护、传承、发展和培养这个老文化品牌的重要步骤和手段。
[Abstract]:Suzhou is a region with rich humanistic spirit and humanistic connotation, and the Taohuawu area in Suzhou has also been famous at home and abroad for the brilliance of woodblock New year paintings. However, with the transformation from the times of farming civilization to the modern civilization of industrialization, this kind of folk art, which is the most initial folk art, is gradually fading out of people's field of vision and is on the verge of extinction. The survival and development of New year's painting art in Taohuawu area is facing severe challenges. The whole region is also in a difficult position for development. With the rapid development of the world economy, the society has also entered an economic era of brand management, but also an era of image consumption. The future market competition is not only the competition between product and price, but also the comprehensive competition of brand. This paper takes the reconstruction of Taohuawu brand image as the main research object, and from how to get rid of the embarrassing situation in contemporary society, the achievements of the study and field investigation in Taohuawu New year's painting. Combined with modern advanced means, protection concept and market requirements, art innovation and economic innovation are combined to change the protection mode of folk art before, and a new brand image reconstruction and protection strategy is carried out in Taohuawu area. This paper analyzes the characteristics and development direction of Taohuawu brand image reconstruction by using the successful brand example and theory for reference. This requires a full understanding of the current situation of peach blossom dock image, and clear shaping ideas, goals and future development strategy. In view of this, how to find a new way to achieve the new development of Taohuaowu area has become the main problem to be solved. In this context, the accurate brand image positioning of Taohuawu area, the establishment of Taohuaowu regional image, the reconstruction of the overall image of Taohuawu area and the establishment of national cultural brand have become the promotion of Taohuawu regional image. An important way to improve cultural competitiveness, invigorate regional economy, inherit folk skills and realize sustainable development in Taohuawu area. The field investigation of peach blossom dock was carried out, and a large number of first-hand image data and valuable information were collected and sorted out by the method of field investigation. Through the previous theoretical foreshadowing and investigation, and at the end of the independent completion of a set of peach blossom dock brand image design scheme, so that the article according to theory to practice, abstract to the specific logical order to carry out argumentation and research. It is an important step and means to protect, inherit, develop and cultivate this old cultural brand to reshape the brand image system of Taohuawu with modern thinking mode and technique.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F273.2;J218.3

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