现代印刷品牌建设和文化价值探析  

An Exploration of Modern Printing Brand Building and Its Cultural Value

作　　者：张欣悦 Xinyue ZHANG(Beijing Institute of Graphic Communication)

机构地区：[1]北京印刷学院

出　　处：《印刷文化（中英文）》2022年第4期143-152,共10页Print Culture

摘　　要：从雕版印刷到活字印刷再到数字印刷,印刷不仅促进了文化的传播,而且在满足人们日益增长的物质文化需求的基础上,提供了更多的精神价值,丰富了人们的生活。随着时代的发展,印刷需求不断增多,印刷企业的品牌意识也在逐渐增强。本文选取当代有代表性的印刷品牌进行对比研究,分析印刷品牌建设的共性与个性、印刷品牌文创产品的内涵与特色,论述印刷品牌宣传形式多元化、多样化的实践与成果,探析印刷品牌建设具体的实践路径,总结在现代背景下印刷文化的作用与影响,归纳印刷文创设计的内在文化内涵表达及未来发展方向。From engraved printing to movable type printing and to digital printing, printing has not only spread culture, but also provided spiritual value and enriched people’s lives in addition to meeting their growing material and cultural needs. With time, the demand for printing grows and printing enterprises are more aware of the need to build their own brands. This paper compares representative contemporary printing brands to find out the common ground they share and the unique features they each presents, analyzes the connotation and characteristics of their cultural and creative products, discusses the various practices and achievements of printing brand promotion, explores the specific path of printing brand building, presents the roles and influence of printing culture today, and sheds light on how cultural and creative designs for printing brands express their cultural connotations and what relevant design efforts should pursue in the future.

关 键 词：印刷品牌 发展路径 文创 

分 类 号：F426.84[经济管理—产业经济] F273.2F270