基于新媒介的老字号品牌多元创新设计研究

Multi-innovation Designs for Time-honored Brands on the Base of New Media

中文关键词: 老字号  品牌创新  多向定位  多位一体

英文关键词: time-honored brands  brand innovation  multi-directional positioning  integration with multi-aspects

中文摘要:

      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。

英文摘要:

      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.