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在消费升级浪潮中,信息技术促使市场概念、营销方式、消费文化发生根本性改变,企业竞争焦点转向消费价值增值环节,品牌引导消费成为潮流。品牌形象创意设计,成为商家应对市场与消费需求更迭,促进品牌发展的源头活水。本文通过创意设计理论与品牌建设实践分析,揭示其融合发展价值所在,以市场营销问题为焦点、消费需求为导向,提出创意设计推进企业品牌建设途径。
In the tide of consumption upgrade, information technology has prompted fundamental changes in market concepts, marketing methods and consumer culture, and the focus of corporate competition has shifted to the consumer value added link. Brand consumption has become the trend. Creative design of brand image has become the source for businesses to cope with the change of market and consumer demand and promote the source of brand development. Through the analysis of creative design theory and brand building practice, this paper reveals the value of its integration and development, focusing on marketing issues and consumer demand, puts forward creative design to promote corporate brand building.