国风化妆品品牌形象的同质化问题研究  

Research on the Homogenization of Chinese-style Cosmetic Brand Image

作　　者：王茜 余晓宝[1] WANG Xi;YU Xiao-bao(Academy of Fine Arts and Design,Department of Arts,Shenzhen University,Shenzhen 518060,China)

机构地区：[1]深圳大学艺术学部美术与设计学院,广东深圳518060

出　　处：《绿色包装》2023年第11期172-176,共5页Green Packaging

基　　金：2020年广东省教育科学“十三五”规划项目(基于“微文化”创意产业的大学生创业教育研究2020GXJK398)。

摘　　要：国风不仅蕴藏了博大精深的中华文明,还有着多样化的表现形式。近年来,随着国风成为新锐化妆品品牌的首选赛道后,国风化妆品品牌形象也随之陷入同质化危机。为了保持国风化妆品品牌形象的辨识度,推动品牌可持续发展,本文以国风化妆品品牌形象的个性化设计为探讨核心,基于品牌设计元素的类型模型,提出国风化妆品品牌构建个性化品牌形象的策略,以期帮助国风化妆品品牌建立品牌个性化识别元素,实现品牌价值感知的一致化。The Chinese style not only embodies the profound Chinese civilization,but also has diverse forms of expression.In recent years,as Chinese style has become the preferred track for cutting-edge cosmetics brands,its brand image has also fallen into a homogenization crisis.In order to maintain the identity of the Chinese style cosmetics brand image and promote the sustainable development of the brand,this article focuses on the personalized design of the Chinese style cosmetics brand image.Based on the type model of brand design elements,it proposes strategies for the Chinese style cosmetics brand to build a personalized brand image,with a view to helping the Chinese style cosmetics brand establish personalized identification elements and achieve consistency in brand value perception.

关 键 词：国风 化妆品品牌形象 同质化 

分 类 号：TB482[一般工业技术—包装工程]