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  本文關(guān)鍵詞：中醫(yī)藥文化及其品牌設(shè)計探究　出處：《遼寧師范大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 中醫(yī)藥文化 品牌 品牌設(shè)計

【摘要】：中醫(yī)藥文化是中國傳統(tǒng)文化的重要組成部分,建立于中華民族傳統(tǒng)文化的基礎(chǔ)之上,是在中醫(yī)藥其漫長的科學(xué)性發(fā)展過程中所形成的極為珍貴的智慧和經(jīng)驗的結(jié)晶。中醫(yī)藥文化蘊含著豐富的人文精神和哲學(xué)思想,在我國文化軟實力的體現(xiàn)中有著舉足輕重的地位,對弘揚中國優(yōu)秀傳統(tǒng)文化,促進和諧社會的發(fā)展,保障廣大人民健康有著重要的現(xiàn)實意義。中醫(yī)藥文化在其自身的發(fā)展中既有一定的優(yōu)勢,又有一定的問題,從品牌設(shè)計著手可以為中醫(yī)藥文化增添更大的價值。對中醫(yī)藥文化的發(fā)展進行明確的品牌設(shè)計定位,是對其推廣的有效手段。也就是說如果想要確定一個品牌在受眾群體心目中的接受程度、好感度就需要最先確認(rèn)該產(chǎn)品的定位。好的品牌設(shè)計定位,會凸顯出自己的特色和所營造出的獨一無二的品牌設(shè)計優(yōu)勢,從而達(dá)到與其他競爭產(chǎn)品的區(qū)別。在中醫(yī)藥文化發(fā)展中進行品牌設(shè)計可以試用以下幾個方面,即:對受眾群體的定位、產(chǎn)品類型和外部樣式的定位、價值和銷售模式的定位等。對于中醫(yī)藥文化來說,他的受眾體可以大致分為國內(nèi)消費群體和國外消費群體,根據(jù)消費群體的不同,制定不同的傳播內(nèi)容,由于中西方文化的差異,對于外國受眾群體我們的傳播內(nèi)容要保有我們的傳統(tǒng)文化內(nèi)涵但又要淺顯易懂。不同的受眾群體對于中醫(yī)藥文化的需求也會有所不同,可以定位為訂制化和大眾化,通過有針對性的區(qū)別來滿足不同的消費者。通過以上的論述,我們不難發(fā)現(xiàn)品牌設(shè)計使中醫(yī)藥文化更好的表達(dá)在受眾群體的面前,使其更具人性化。如果想要中醫(yī)藥文化發(fā)展得更好、更穩(wěn)健,就需要加速邁進現(xiàn)代化的發(fā)展道路,正所謂再香的酒,也怕被埋沒在深巷之中。運用現(xiàn)代的科技對中醫(yī)藥文化進行傳播與推廣,不僅能夠提高中醫(yī)藥文化的辨識度,同時也能夠擴大其影響力。本文通過大量的資料收集和分析處理對中醫(yī)藥文化品牌化可行性進行了具體的闡述,將其內(nèi)部抽象非可視的部分轉(zhuǎn)化成為能夠被受眾群體感知和識別的元素進行解讀,把中醫(yī)藥文化品牌化設(shè)計從一個抽象的概念轉(zhuǎn)化為具體的視覺傳達(dá)系統(tǒng),從而讓人們了解對于我國寶貴資源品牌化的重要意義和價值。因此開展本課題的研究和工作無論是從理論上還是實踐上,都具有一定的意義和價值。
[Abstract]:Chinese medicine culture is an important part of Chinese traditional culture, which is based on the traditional culture of the Chinese nation. It is the crystallization of the extremely precious wisdom and experience formed in the long process of the scientific development of traditional Chinese medicine. The culture of traditional Chinese medicine contains rich humanistic spirit and philosophical thought. It plays an important role in the embodiment of the soft power of Chinese culture and promotes the development of harmonious society by carrying forward the excellent traditional culture of China. It is of great practical significance to protect the health of the broad masses of people. Chinese medicine culture has some advantages and problems in its own development. Starting from the brand design, we can add more value to the traditional Chinese medicine culture, and make a clear brand design orientation for the development of the traditional Chinese medicine culture. It is an effective means to promote it. That is to say, if you want to determine the acceptance of a brand in the eyes of the audience, good sensitivity needs to first confirm the positioning of the product. Good brand design positioning. Will highlight their own characteristics and create a unique brand design advantages, so as to achieve the difference with other competitive products. In the development of traditional Chinese medicine culture, we can try the following aspects of brand design. Namely: to the audience group localization, the product type and the external style localization, the value and the sale pattern localization and so on. His audience can be roughly divided into domestic and foreign consumer groups, according to the different consumer groups, different content of communication, due to the differences between Chinese and Western cultures. For the foreign audience groups, we should keep our traditional cultural connotation, but also clear and easy to understand. Different audience groups will have different needs for traditional Chinese medicine culture. Can be customized and popular, through targeted differences to meet different consumers. Through the above discussion, we can easily find that brand design makes traditional Chinese medicine culture better expression in front of the audience. To make it more humanized, if we want to develop Chinese medicine culture better and more steadily, we need to speed up the road of modernization, that is, reperfumed wine. Also afraid to be buried in the deep alleys. The use of modern technology to spread and promote traditional Chinese medicine culture, not only can improve the degree of identification of Chinese medicine culture. At the same time, it can also expand its influence. This article through a large number of data collection and analysis of the feasibility of traditional Chinese medicine culture brand is elaborated. The internal abstract and non-visual parts are transformed into elements that can be perceived and recognized by the audience, and the brand design of traditional Chinese medicine culture is transformed from an abstract concept to a specific visual communication system. So that people can understand the significance and value of the brand of precious resources in our country. Therefore, the research and work of this subject is of certain significance and value both in theory and in practice.
【學(xué)位授予單位】：遼寧師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：J524;G122

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本文編號：1363847