中华老字号企业形象识别系统的创建与价值测度计算  

Creation and value measurement calculation of Chinese time-honored enterprise image recognition system

作　　者：李加[1] LI Jia(School of Art, Southwest Minzu University,Chengdu,610041 ,P. R. C.)

机构地区：[1]西南民族大学艺术学院

出　　处：《西南民族大学学报（自然科学版）》2019年第4期434-440,共7页Journal of Southwest Minzu University(Natural Science Edition)

基　　金：中央高校基本科研业务费专项资金项目青年教师基金项目(2017SZYQN02)

摘　　要：随着经济全球化发展,国际市场与国内市场面临转型冲击,因此,中华老字号产品生存环境不断受到威胁,不少产品都已经奄奄一息.如何在新时代发展环境下,维护好具有千年传统文化价值与审美意蕴的中华老字号产品,应对好国际品牌冲击,是新时代发展的重要课题.在品牌视觉设计的观念上,以现代设计理念为主,促进传统文化与现代理念结合,通过创意设计将老字号独有的文化底蕴融入到产品中,创建了识别系统,给出了品牌价值理论数学模型,讨论了如何计算出品牌优势值.With the development of economic globalization, the international and domestic markets are faced with the impact of transformation. Therefore, the living environment of Chinese time-honored products is constantly threatened, and many such products have been dying. How to maintain the Chinese time-honored products with thousand-year traditional cultural value and aesthetic implication and to cope with the impact of international brands under the new era development environment is an important subject of the development of the new era. The concept of brand visual design, based on modern design concept, to promote the combination of traditional culture and modern concept, puts the unique cultural deposits of the time-honored into the product via the creative design. This paper creates a recognition system, gives a mathematical model of brand value theory, and discusses how to calculate the brand advantage value.

关 键 词：老字号 企业形象 识别系统 价值理论模型 

分 类 号：F27[经济管理—企业管理]