【作者】 张小娟；

【导师】 吕文强； 沈斌；

【作者基本信息】 南京艺术学院 ， 2004， 硕士

【摘要】 老字号企业是城市历史文化遗产的重要组成部分，老字号发展的历史也见证着城市发展的历史。从设计学的理论角度关注和研究老字号企业是一个有价值的研究方向，也是目前设计学界关注比较少的一个方面。经过岁月的洗礼，老字号企业形象已形成独特的直观性与视觉冲击力，研究中国自己的企业形象设计，对老字号企业形象的研究是有必要的，而企业的形象整合设计，对于老字号企业的经营和发展也有帮助。本文在实地考察和查阅相关文献资料的基础上，主要运用例证研究和分析研究的方法，对老字号企业形象资源体系进行分析、总结，认为老字号企业有宝贵的形象资源和巨大的品牌发展空间。文中提出优秀的老字号企业应可认为是中国比较早出现的 CI 设计。同时分析老字号在现代社会中不同的现状并就老字号企业的发展和企业形象设计的关系进行了研究，重点论述 CI 设计中 VI 设计的问题。更多还原

【Abstract】 The Chinese traditional old shops are important part of Chinese historical cultural heritage.And the development of traditional old shops could bear witness to the development of city. It’s avaluable research trend to study the phenomenon of Chinese traditional old shops from the angleof the theory of design. And till now, there aren’t many scholars who studies design focused onthis aspect. By baptism of years, the old shops can gives special feelings by directly perceived andthe strong visual effect. It’s necessary to study identity resources of the old shops for study theChinese CIS, and that the conformity of CI is helpful to the management and development of theold shops. This dissertation based on the investigation on the spot and relatively documents,demonstrated mainly by paradigmatic and analytical method, to analyze and conclude theresources of the old shops CIS and take for that there are many identity resource anddevelopmental space of the old shop’s identity. The thesis puts forward that, to some extent theChinese old shops is the design of early Chinese corporate identity. The different states of theChinese old shops nowadays are also be analyzed, and investigated the relations between thedevelopment of Chinese old shops and CIS design theory.更多还原