| 摘要: |
| 目的 在新媒体时代背景下，研究陕西特色餐饮品牌形象的创新设计及推广。方法 通过对陕西特色餐饮品牌的调研与分析，总结陕西特色餐饮品牌的发展现状与不足；通过对新媒体特征分析，总结陕西特色餐饮品牌借力新媒体传播的优势；针对陕西特色餐饮品牌的不足进行升级设计，并提供创新思路与发展策略。结论 陕西特色餐饮企业亟需结合新媒体技术进行品牌形象多元化升级、丰富品牌动态设计形式、升级品牌包装设计，积极运用社会化媒体推广拓宽品牌推广渠道，为品牌不断注入新鲜感和想象力。陕西特色餐饮品牌与新媒体的融合，不仅可以创新品牌的视觉表现形式，也能加强受众对陕西特色品牌的认知度，探索陕西特色餐饮企业结合新媒体创新品牌视觉形象系统的可行性。 |
| 关键词: 陕西特色餐饮 新媒体 创新设计 品牌形象 品牌推广 |
| DOI：10.19554/j.cnki.1001-3563.2019.06.020 |
| 分类号:J524 |
| 基金项目:2011国家社科基金艺术学项目（11EH138） |
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| Innovative Design of Shaanxi Specialty Catering Brand Based on New Media Technology |
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MA Nuo, ZHAN Qin-chuan, WANG Ning-xin
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Shaanxi University of Science & Technology, Xi'an 710021, China
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| Abstract: |
| The work aims to study the innovative design and promotion of Shaanxi specialty catering brand image under the background of the new media era. Through the investigation and analysis of Shaanxi characteristics catering brands, the development status and deficiencies of Shaanxi characteristics catering brands were summarized. By analyzing the characteristics of new media, the advantages of the new media communication for the Shaanxi characteristics catering brands were concluded. According to the shortcomings of Shaanxi characteristic catering brands, the upgrading design was put forward, and the innovative thinking and development strategy were provided. Shaanxi characteristics catering enterprises should carry out diversified upgrade of brand image, enrich brand design form and upgrade the brand package design in combination with new media technology and actively use social media to promote and broaden the channels of brand promotion so as to inject freshness and imagination into the brand. The integration of Shaanxi specialty catering brand and new media can not only innovate brand visual form of expression, but also strengthen the audience's perception for Shaanxi characteristic catering brand and explore the feasibility of Shaanxi specialty catering enterprises to innovate brand visual image system in combination with new media. |
| Key words: Shaanxi characteristics catering new media innovative design brand image brand promotion |
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