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进入新世纪之后,中国企业出现了一个改变包装、调整形象策略的热潮。2001年1月,海信将自己以红蓝色为主的标识“Hisense”改为以橙色和绿色为主,海信将企业新视觉系统(Ⅵ)的传播主旨定位为“创新就是生活”,传播理念定位为“创新科技、立信百年”:2001年10月,雅戈尔推出了新设计的“龙马”标识,龙马标识图组合了中华民族图腾崇拜的龙和象征勤勉的马,与雅戈尔一贯倡导的“实在、勤奋、诚实”的企业精神理念相匹配。改变标识的企业还有新华人寿、中国电信等。近期又传来了恒源祥为配合企业的发展、企业战略的转变,打算改变标识的消息。中国入世之后,企业面对更加国际化的环境,更加激烈的市场竞争,都在做一些战略上的调整,而这是否会导致更多的企业改变外包装、改变自己的形象策略?在改变包装的时候企业应该注意些什么问题?如何让企业的外包装更好地传达出企业的经营理念、更有利于品牌传播?为此记者专门采访了北京广播学院广告学院院长黄升民教授。
After entering the new century, Chinese enterprises have emerged a wave of changes in packaging and image adjustment strategy. In January 2001, Hisense changed its red-blue logo “Hisense” to orange and green. Hisense's mission of new vision system (Ⅵ) was “innovation is life” Positioned as “innovation and technology, Ericsson Centennial”: In October 2001, Youngor introduced the newly designed “Long Ma” logo, Long Ma logo combination of the Chinese totem worship of the dragon and a symbol of hard-working horse, and Younger has always advocated “real , Hard-working, honest ”spirit of enterprise ideas match. Change the logo of the company there Xinhua Life Insurance, China Telecom and so on. Recently came Hengyuanxiang in line with the development of enterprises, business strategy changes, intend to change the logo of the news. After China's accession to the WTO, enterprises are making some strategic adjustments in the face of a more international environment and more fierce market competition. Will this lead more enterprises to change their packaging and change their image strategy? After changing the packaging When the company should pay attention to what the problem? How to make the company's external packaging to better convey the business philosophy, more conducive to brand communication? This reporter specifically interviewed Beijing Broadcasting Institute Advertising Dean Huang Shengmin.