【作者】 周意华；

【导师】 何人可；

【作者基本信息】 湖南大学 ， 设计艺术学， 2003， 硕士

【摘要】 随着全球化的到来，各大国际品牌纷纷进驻中国市场。作为土生土长的中国品牌，在改革开放后的二十多年中也取得了长足发展。越来越多的中国企业开始走出国门，积极地参与到国际竞争中。全球化经营，本土化设计，成了品牌国际化中最有力的工具与武器。 品牌背后所承载的文化、历史以及对消费者精神需求的满足等等巨大无形价值，为品牌量身定做出自身独一无二的个性，并由此造成产品差异。那么在品牌的国际化中，品牌与产品设计会受到哪些因素的影响?品牌与品牌产品在众多的影响之下，又将如何做到被本地消费者认可?本文对此进行了详细、深入的探究与分析，并且在已有品牌的成功国际化经验基础上，最终整理出了一个清晰的品牌设计的国际化框架，不仅对已经国际化和尚待迈向国际市场的国产品牌起到一定的参考价值，对于为其他国家的企业提供设计的中国设计师也能够有一定的启示。 在基于理论分析之后，论文接下来介绍了品牌国际化发展的历史演变，包括全球跨国企业与中国企业的发展状况，以及中国品牌目前的三种国际化模式，指出不同企业要根据自己实际情况选择并制定不同的品牌战略。然后对影响品牌设计国际化的因素进行了详尽的归纳与分析，主要包括文化因素、宏观因素等，并辅以具体的案例加以说明。在此分析的基础上，指出中国品牌设计的国际化要与本土化相结合。然后又比较了国际品牌和国内品牌设计的不同国际化策略。最后论文提出了品牌设计的国际化框架，重点对品牌识别设计的国际化策略进行了探讨。更多还原

【Abstract】 Coming with the globalization, a lot of famous international brands garrison the market of China mainland in quick succession. Since reformation and opening, the brands that are indigenous to China have got great progress. More and more domestic enterprises go out china and participate in international competition actively. Globalization management and the localization design become the most powerful tools and arms in the process of brand’s internationalization.These tremendous invisible values such as culture, history contained in and the satisfaction of the consumer mental demands behind the brand, create the unique brand’s characteristics according to actual circumstances. What kind of factors can influence the brand and the management of the brand in the process of its internationalization? How can the brand and the product of brand be approbated by consumer under these great influences? The thesis makes a thorough research and gives an analysis in detail. As a result, the thesis gets a clear frame of brand’s design internationalization abased on experiences that the successful brands have achieved in brand’s internationalization, which will give some references not only to domestic internationalized brands and brands are about to be internationalized, but also to the Chinese designers working for the foreign enterprises.Based on the theories, the thesis introduces the historical evolvement in the development process of brand’s internationalization, which composes of the development status of cross-nation enterprises and domestic enterprises and 3 internationalization models of today’s domestic brands. Then the thesis pointes out that each enterprise should constitute or choose different brand strategies according to their actual circumstances. Afterwards, the thesis sums up and analyzes the factors worked on brand’s design internationalization and localization, which includes cultural factors, macroscopical factors, and so on. Each factor is narrated by idiographic cases. Based on the analyses, the thesis points out Chinese brand’s design internationalization combined with localization. Then the thesis compares internationalization strategy of international brand design with domestics. Finally, the thesis brings forward a frame of brand’s design internationalization, which emphases on the internationalization of the brand’s identification.更多还原