新媒体视角下沈阳“面人汤”品牌构建研究

The Brand Building of “Mianren Tang” in Shenyang under the New Media Perspective

目的以沈阳"面人汤"为研究对象,对沈阳"面人汤"发展的相关文献进行整理、归纳和分析,明确沈阳"面人汤"的艺术特色并进行市场调研,明确影响沈阳"面人汤"发展的因素,分析沈阳"面人汤"的现状及问题。在互联网经济时代,探索运用新媒体建设沈阳"面人汤"品牌的思路和方法,为沈阳"面人汤"的品牌发展提供切实可行的策略及建议,促进沈阳"面人汤"的传承与发展,弘扬民族文化品牌。方法运用比较分析法、文献研究法,提炼沈阳"面人汤"的艺术特征和文化特征。运用访谈调查法,调查购买人群、经营店铺及产品,明确沈阳"面人汤"的发展现状及问题。借鉴中国民间手工艺品的成功经验,制定沈阳"面人汤"的品牌建设策略。结果确定品牌定位,运用新媒体进行品牌建设,研发新题材、新造型、新功能的系列产品组合结构,建设体验店、网店、移动APP等构成的复合渠道系统,形成线下大型活动、线上(网络媒体、社交媒体、移动媒体)实时互动的整合品牌推广方案,开发既满足大众审美需求又实用的品牌视觉设计和包装设计方案。结论验证提出的品牌建设思路和方法的可行性,为手工艺品品牌建设提供发展策略。

The work aims to organize, summarize and analyze the literature related to the development of "Mianren Tang" in Shenyang with "Mianren Tang" as the study object, illuminate its artistic characteristics and conduct the market survey, specify the factors that affect the development of "Mianren Tang" and analyze its current status and problems. The ideas and methods for brand building of "Mianren Tang" in Shenyang by means of new media in the era of Internet economy were explored. Feasible strategies and suggestions were provided for the brand development of "Mianren Tang" in Shenyang to promote the inheritance and development of "Mianren Tang" and carry forward the national cultural brand. The artistic and cultural characteristics of "Mianren Tang" in Shenyang were refined through comparative analysis and literature research. The consumer groups, operators and products were investigated in virtue of interview survey, specifying the development status and problems of "Mianren Tang" in Shenyang. The strategies for brand building of "Mianren Tang" in Shenyang were formulated with reference to the successful experience in Chinese folk handicrafts. The brand positioning was determined and the new media was used in brand building. A series of product mix structures with new themes, new shapes and new functions were researched and developed and a composite channel system consisting of multiple channels such as experience stores, online shops and mobile APPs was built to form an integrated brand promotion scheme for offline large-scale activities and online(online media, social media and mobile media) real-time interaction. Practical brand visual design and packaging design scheme in line with the aesthetic needs of the public were developed. The feasibility of the proposed brand building ideas and methods is verified to provide development strategies for handicraft brand building.