Research On Brand Image Design Of Small And Medium Sized Fishing Gear Enterprises During The Transition Period

The development of the brand image is differentiation,and the brand’s vitality stems from innovation.Since the 18 th National Congress of the Communist Party of China emphasized "the implementation of innovation-driven development strategy",General Secretary Xi Jinping first proposed a new economic term "supply-side structural reform" in November 2015,advocating for improving supply quality,optimizing industrial structure,promoting resource integration,In essence,optimize the industrial quality.And on January 26,2016,the 12 th Central Leading Group of Financial Leading Group once again emphasized that the fundamental purpose of supply-side structural reform is to raise the level of social productive forces and lead to the extensive launching of mass entrepreneurship and mass innovation.As the main body of innovation,small and medium-sized enterprises actively promote innovation and transformation,expand new products,new ideas and new models and seek for the most appropriate development route in continuous exploration.In the history of the development of brand image design,the positive exploration of many successful enterprises both at home and abroad combines the theories of design,management science and communication science to popularize Paul Rand,Chinese and Western Man,David Ogilvy,Bell and other brand image design masters,for this study provides a wealth of theoretical support.As a traditional trades with Jiangnan characteristics,small and medium sized fishing tackle enterprises,after building their own brand norm and stabilizing a certain market share,will experience bottlenecks to a certain extent due to rapid growth.How to further enhance product quality through designing behaviors?,Optimize the corporate image in order to achieve the transformation and upgrading to "special new" development is the main issue of the graduation project.At the implementation level,due to the fact that the project comes from an enterprise internship in social practice,the design result will be finally displayed through the real and model forms.In view of the current situation of the fishing gear industry and the actual development of the target enterprises,this study emphasizes the integration of the brand recognition theory in the fields of "Design","Management" and "Communication",and then explores the brand image through practice The full range of design and modeling.Ultimately for the design direction-the completion of the design of the two sets of the theme of the rod;for the image management-design a set of brand-name store a unified storefront image design;and brand communication-design a set of themed fishing competitions uniforms,fishing rod And the flag design.From the internal improvement of the brand’s own design specifications and design style,improve the brand image of the recognition of the external publicity activities to increase activity,thus expanding the brand influence from the inside out.The first part of the design of fishing rod fishing in view of this long history of outdoor sports and modern carbon fiber rod fusion of new technologies and new materials,the two sets of products are the theme of "traditional" and "sense of technology" Through the pattern and color to convey a clear contrast with the match.The second part of the design of the store image In view of the current fishing gear on the market generally smaller and more messy status quo,"concise" and "modular" as the key word,through a unified facade image and free with modular shelves,that is,businesses Control the cost of decoration and customers can provide easy and clean shopping atmosphere.The third part of the theme of product design,competition around the fishing competition and more lively use of the atmosphere to "competitive" and "vitality" as the key words,through eye-catching color and more tension graphics to attract visual attention.The characteristics of this study lie in the brand image design from a more integrated perspective,which in turn leads to the multi-faceted transformation and upgrading of enterprises.