| 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。 |
| 关键词: 老字号 品牌创新 多向定位 多位一体 |
| DOI： |
| 分类号:J524 |
| 基金项目: |
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| Multi-innovation Designs for Time-honored Brands on the Base of New Media |
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YANG Meng, DAI Xiao-tang
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Shenyang Aerospace University, Shenyang 110136, China
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| Abstract: |
| 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. |
| Key words: time-honored brands brand innovation multi-directional positioning integration with multi-aspects |
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