【作者】 张明；

【导师】 樊海燕；

【作者基本信息】 西安建筑科技大学 ， 设计艺术学， 2011， 硕士

【摘要】 品牌形象是企业在市场竞争中取得优势的重要因素。会展是企业展示其品牌形象的一个重要平台。近年来随着我国经济的高速发展,会展业发展迅速,如何在会展中塑造企业品牌形象日益受到人们的重视。本文在广泛收集相关资料的基础上,分析我国会展设计中企业品牌形象的表现与推广中存在的问题,并探讨如何在会展设计中将企业品牌形象完整、统一、有效地展现出来。在分析会展设计与企业品牌形象相互关系的基础上,对企业品牌属性、品牌利益、品牌价值、品牌精神在会展设计中的表达进行了研究,并进一步对如何在会展中塑造企业品牌标志、品牌色彩、品牌文字、品牌形象的精神内涵进行了分析。研究表明会展设计应将企业品牌形象平面化的设计在立体三维空间中通过重新组合,应注重企业品牌形象的体现,针对不同的品牌形象特色,充分理解、体现其特性,运用多样的表现手法,准确的把握企业文化内涵、经营理念,将品牌形象融入会展设计中。运用多媒体、动态等多样的表现手段来突出企业的经营理念、精神和文化内涵,并以企业形象识别系统为指导,在为参观者展示一个愉快、轻松、亲切的空间的同时,将企业形象、品牌理念及企业的精神内涵展现出来以期为企业品牌形象在会展活动中的塑造提供参考。更多还原

【Abstract】 A brand image is one of the key factors for enterprises to gain thecompetitive advantages in the market. A trade fair is an important platform to display the brand image. With the high-speed development of China economy these years, people increasingly pay attention to how to creat a brand image.The thesis introduces the problems, existing in the presence and extension of enterprise images and brands in the design of trade fairs in China, and probe into how to extend the integrity brand images effectively, based on a large amount of the abroad and domestic information. Meanwile, baesd on the relationship between the design of trade fairs and brand images, it studies the expressions of the brand attribute, the brand profit, the brand value and the brand spirit in the design of trade fairs. What’s more, it analyzes the nature of the methods to creat a brand logo, brand colors, brand characters, brand images in the trade fairs.The research shows that the design of the complanation of brand images should be put into the three-demensioned space through the recomposement. Further more, aiming at different features of brand images, it should focus on the expression of brand images, and fully understand and express the features. With the varied expressions, it is easy to achieve the accurate grasp of the enterprise culture, management conseption, and let the brand images involve in the design of the trade fairs. Applying the multimedia and the dynamic methods , it is helpful to highlight the market management conception and the enterprise culture,and under the guidance of the identification system of brand imanges, it contributes to the presence of a pleased, relaxed space as well as the enterprise image, brand conception, and the nature of enterprise spirit, so that it can be the reference for the brand image expressing in the trade fairs.更多还原