2020届文化产业管理(品牌战略与管理)专业优秀毕业作品展示

大师寄语2020毕业

亲爱的毕业生们，

Dear Graduates

 

在疫情期间，世界经历了巨大的变化和严峻的挑战。而你们却呈现出坚强的毅力和强大的能力，这让我倍感欣慰。世界正需要像你们这样坚忍不拔、技能卓越的专业人士引领未来！

As we navigate these unprecedented times, I would like to congratulate for your strength and your capacity to adapt to this context of rapid change. The world needs resilient and highly skilled professionals like you who are ready to lead us into the future!

疫情没有阻挡我们紧锣密鼓地展开教学活动，我们高效地把线下课程转变为线上课程，并取得了优异成绩。今年，你们的在线答辩受到了所有评委的好评以及来自世界各地的“沉默”专家的赞赏。你们做得非常出色！

We have been working intensely since the beginning of the health emergency maintaining our academic activity. As part of this process, we have been able to move seamlessly to online learning. This year our Online Oral Defense has been well received by all jury members as well as invited ‚silent‘ experts from all over the world - well done!!

最后，我要感谢我们所有的老师、支持者和管理团队，感谢他们所做的一切努力，正是他们帮助了学生在这疫情期间依旧能做出突出表现！

Finally, I would like to thank all of our teachers, supporters and managing team for all efforts done to handle the unknown to its best!

我很高兴你们都获得了就业机会，或者攻读硕士学位的offer，这必将推动你们的事业发展。我们相信你们已经拥有全球视野、创新、知识、能力、网络技能和经验，能够率领企业应对新世界的诸多挑战。

Happy that all of you have received job opportunities or continue onto your master degrees to accelerate your careers. We understand that you have the global focus, the innovation, the knowledge, capacities, e-skills, and experience to lead the corporate challenges in this new world.

最后，我想说2020年毕业班是我们最优秀的班级之一，你们在这一特殊历史时期树立的榜样将有助于创造一个更美好、更可持续的世界。不论现在还是未来，瑞士国际品牌学院、德稻教育、上海视觉艺术学院都会全力支持你们。

Allow me to conclude by saying that your class, the class of 2020, will be remembered as one of the best our institution has ever known, and your example through this extraordinary period will surely contribute to the creation of a better and more sustainable world. You have ISIB’s, DeTao’s and SIVA‘s full support, now and in the future.

白福瑞

品牌战略与管理专业教授

瑞士国际品牌学院

Florin Baeriswyl

Prof.Brandstrategy Management

ISIB Institute Swiss International Branding

 

一、一个关于“城市快闪野餐巴士”的创新品牌

Creating a new brand: a pop-up picnic hub in city locations

设计师：胡佳静 Jessica

作品介绍/Descriptions：

这篇论文主要针对一个创新的新品牌——“城市快闪野餐巴士”的创建提供了一些见解。本研究提供了市场分析部分、品牌介绍部分、品牌落地计划以及品牌落地预算。这些内容参考了市场上已有的一些类似的品牌开展野餐活动的案例，并通过深入研究，初步解决了若干与开展品牌活动项目有关的难题。这种理论与实际分析结合的论述方式有助于读者评估这个品牌落地与发展的可行性。对于研究人员或品牌创始人来说，它是未来决策中具有咨询性质的文件。它将帮助这个新型野餐品牌开始运作。

This thesis gives insights into the creation of an innovative new brand — a "pop-up picnic hub". The study offers sections on market analysis; brand introduction; launch plan and budget. This content is informed by reference to similar start-up cases and - through primary research - the solving of several launch-related puzzles. This combination of statements and analysis helps readers to assess the feasibility of this brand. For the researcher / brand founder, it stands as a consultation document for the making of future decisions. It will help this picnic brand to hit the ground running.

指导老师/Instructors: Matthew James Stedman.

导师推荐理由/Recommendations：

撰写一份与此计划一样好的商业计划绝非易事。这毕竟也不是在公园散步。从该项目的开始，很明显胡佳静同学受到了特别的驱动。她将自己的思想打开了，想给众人留下深刻的印象，并想满足那些要判断她的作品的不同听众的要求。

Writing a business plan as good as this one is no picnic.It’s no walk in the park, either.From the beginning of this project, it was apparent that Jessica was exceptionally driven.She had her head switched on, wanting to impress and wanting to nail the requirements of the very-different audiences who were going to judge her work.

但是，最重要的是，她希望向自己证明自己的这个小想法——野餐包服务。如果您还没有读懂她的概念，请让我介绍一下：这项获利的业务为忙碌的城市消费者带来了户外野餐的乐趣——无需准备食物和购买设备。

But, most of all, she had the desire to prove to herself this little idea of hers – a picnic package service.In case you haven’t yet read her concept, please let me introduce it: This profit-making business brings the joy of an outdoors picnic to busy urban consumers – without the faff of food preparation and equipment purchasing. 

这是一个真正的原创想法。她很快就以自己的审美敏感性和想象力投入其中了。击中“野餐巴士”的主题是一次脑力激荡。公交车除了用作存储、厨房设施和“店面”外，还用作品牌的标志和移动广告牌。这确实是品牌策略学生的工作！

It’s a truly original idea. And it’s an idea which she quickly invested with her own aesthetic sensibilities and imagination. Hitting on the ‘picnic bus’ theme was a brain-wave. For, as well as storage, kitchen facilities and a ‘shop front’, the bus functions as a mascot of the brand and a mobile billboard. This is truly the work of a brand strategy student!      

在9月的开题报告演讲中，当她的野餐视野被听众误解时，杰西卡变得更加下决心要有效传达信息。她越来越重视解决听众的先入之见，并从最基础的原则中解释了这一概念。她的表现显然是一种内部动机。当多萝西·迪特勒·科尔（Dorothy Dittler-Kohl）在杰西卡（Jessica）的演讲后说该项目准备明天推出时，这充分证明了杰西卡（Jessica）的性格以及这项特定商业计划的优点。

When her picnic vision was misunderstood by her audience during a presentation in September, Jessica became even more determined to communicate the message effectively. She paid increased attention to addressing audiences’ preconceptions and explaining the concept from bare principles.   Hers is a distinctly internal motivation, and it shows. When Dorothy Dittler-Kohl said after Jessica’s performance that this project is ready to roll out tomorrow, that was as much a testament to Jessica’s character as to the virtues of this specific business plan.

而且，无论这个上海野餐套餐是否在所有世界城市的公园中迅速出现，杰西卡都注定要成为伟大的人物——作为女商人和有思想的女性。我不能因为她在这里取得的成就而获得任何荣誉，但是我可以说，观看她的项目的发展是我的荣幸。凡在这里作证的人都会得到类似的乐趣。

And, whether or not this Shanghai picnic package does quickly feature in parks in all world cities, Jessica is destined for great things - as a businesswoman and as an ideas woman.I cannot take any of the credit for her achievements here, but I can say that it’s been my great privilege to watch the evolution of her project.It will give similar pleasure to all who witness it here. 

我鼓励您深入阅读它，享受她的业务计划的深度以及贯穿她的设计和想法的一贯精神。

I encourage you to read it deeply, enjoying the depth of her business planning and the consistent spirit that runs through her designs and ideas.

二、艺术品信息集合及交易鉴赏平台“艺述家”的品牌战略

The Brand Strategy of The Ceramic Trading APP‘Art Narrator’

设计师：郑诗宇/Shirley

作品介绍/Descriptions：

以陶瓷艺术品的交易作为切入点,创立线上艺术品交易APP“艺述家”，通过品牌战略，规划“艺述家”这一品牌的属性、结构、模式、内容和品牌愿景，得出成功打造“艺述家”APP并将这一IP植入消费者心智的品牌战略方案，并且树立“艺述家”APP最便捷、最专业、最权威的品牌形象。而“艺述家”APP将针对解决消费者对艺术品交易专业性、权威性和便捷性的需求，推出相应的服务和产品。APP在前期发展中围绕陶瓷艺术品这一个产品品类进行营销策划与管理，在实现盈利后，继续依赖品牌战略逐步增加并完善APP推出的服务和产品种类，并针对不同的产品线进行不同的规划，最终形成品牌的可持续发展，并通过对这一领域的研究为中国陶瓷艺术品乃至中国艺术品交易市场的发展带来新的机遇。

 

Creating an online art trading App named ‘Art Narrator’ by satisfying the needs of consumers and taking the transaction of ceramics as the starting point. And the ‘Art Narrator’ will launch corresponding services and products to meet consumers' demands for professional, authoritative and convenient art trading. Using the brand strategy to establish the brand model, and plans the attributes, structure, mode, content and brand vision of the ‘Art Narrator’. The aim is to come up with an optimized solution to successfully implant this IP into the mind of consumers. In the early stage of development, the ‘Art Narrator’ will carry out marketing planning and management around the ceramic art category. After the realization of profit, continue to rely on the brand strategy to gradually increase and improve the services and products of the App. Different plans would be made for different product lines to finally form the sustainable development of the brand and it will bring new opportunities for the development of Chinese ceramic art and even the Chinese art trading market through the research in this field.  

指导老师/Instructors：邹磊Beryl

导师推荐理由/Recommendations：

该生选题结合自身实习经历，观察到艺术品交易上升的需求量和该行业未来发展的前景，进而萌生自主创业的想法。借着论文撰写，为下一步计划落地奠定基础，为应届大学毕业生自主创业提供思路，具有极其重要的社会意义和现实意义。

Based on her internship experience, she observed the rising demand of art trade and the future development of the industry, and then initiated the idea of independent entrepreneurship. It is of great social and practical significance to write this paper to lay the foundation for the next step of the implementation of the plan and provide ideas for the graduates to start their own business.

三、论跨境电商品牌“美研选”的品牌战略规划

Brand Strategic Planning of Cross-border E-commerce Brand ‘Wonder Earth’

设计师：徐江月/Sam

作品介绍/Descriptions：

作品以“美研选”这一作者参与创立及运营的新兴跨境电商品牌为基础，客观分析了跨境电商行业及竞争对手的现状，针对现有跨境电商模式中存在的问题，提出了将售前物流及线下体验店结合的新跨境电商运营模式，同时为“美研选”提出新的整体品牌战略规划。

The work is based on the cross-border e-commerce brand ‘Wonder Earth’ which the author participated in the creation and operation. In the work, author objectively analyzes the current situation of the cross-border e-commerce industry and competitors, proposed a new cross-border e-commerce operation model that combines pre-sales logistics and offline experience stores to solve the problems in the existing cross-border e-commerce model, and propose a new brand strategy plan for ‘Wonder Earth’.

指导老师/Instructors：邹磊/Beryl

导师推荐理由/Recommendations：

 

学生根据自身创业经历，运用所学专业知识，积极参与大学生自主创业的行列，虽然最终由于客观因素而失败，但是该生在跨境电商领域的研究具有极其重要的社会意义和现实意义。

 

Based on his own entrepreneurial experience, he has implemented his professional knowledge and actively participate own independent entrepreneurship. Although he failed due to certain factors, he has gained good understanding of cross-border e-commerce through. It has extremely important social and practical significance.

四、创新型共享仓储平台—“鼹鼠仓储”品牌战略方案

Innovative Shared Storage Platform - "MoleStorage" Brand Strategy

设计师：白一凡 /Endeavour

作品介绍/Descriptions：

自助仓储行业是仓储行业的一个分支，其中的迷你仓企业为消费者提供在空间大小、价格、租期等方面都很灵活的自助式仓储服务。在中国大陆，自助仓储行业已进行了近10年的探索与发展，虽然被看好拥有千亿市场，但整个行业的发展一直不温不火，始终未能进入大众的视野。为了解决这一问题，笔者对国内外的自助仓储行业及消费者进行了分析研究，并将在国内受初创企业所钟爱的平台模式及近两年火爆的共享经济概念与自助仓储结合在一起，提出了“鼹鼠仓储” 创新型共享仓储平台的品牌战略方案，将迷你仓企业与物流企业汇集在一起，并尝试利用空置的房地产资源，企图打造一个可以为消费者从发现迷你仓服务到最终完成仓储这一过程提供一站式服务的平台。

The self storage industry is a branch of the warehousing industry, in which the mini storage enterprises provide consumers with flexible self-service warehousing services in terms of space size, price, lease period and so on. In mainland China, the self storage industry has been explored and developed for nearly 10 years. Although it is expected to have a hundred billion market, the development of the entire industry has been mild and slow, can not grasp the public attention. In order to solve this problem, the author has carried on the analysis research to the domestic & foreign self storage industry and consumer demand. The author combines the platform model favored by start-up enterprises in China with the hot concept of sharing economy in the past two years and self storage industry, proposed the brand strategy of "MoleStorage" innovative sharing storage platform, brings together mini storage enterprises and logistics enterprises, and tries to use spare real estate resources to create a platform that can provide one-stop service for consumers from discovering mini storage service to finally completing storage service.

指导老师/Instructors：闵洁 Jenny Min

导师推荐理由/Recommendations：

该作品选题新颖，关注了目前小众的自助仓储行业，具有一定的现实意义。在作品中，学生运用共享经济、平台模式与自助仓储相结合来解决问题，这是一个大胆的新想法，原创性强，并构建出较为完善的方案，包括了平台架构方案、品牌形象、盈利模式等，具有一定的可执行性。

This work has a novel topic, focusing on the self storage industry, which is currently a niche industry, and has some realistic significance. In the work, student uses a combination of sharing economy, platform model and self storage to solve the problem, which is a bold new idea, highly original. And the construction of a relatively complete solution, including platform structure scheme, brand image, profit model, etc., has certain feasibility of execution.

五、品牌重塑及形象升级——日日煮品牌为例

Brand rebranding and image upgrading – daydaycook brand 

设计师：范诗炀

作品介绍/Descriptions：

在国民不断消费升级的背景下，健康精致的生活方式也受到大众的推崇，特别是在新冠疫情期间，人们对于美食菜谱类app需求增大，出于安全和卫生考虑更多人倾向于在家做饭。近几年主流菜谱app的不断出现丰富了人们的美食教学生活，从图文内容到优质短视频的输出。日日煮品牌想要在这个竞争激烈的行业凸显自己的品牌特性，就要占领市场先机进行新的品牌战略优化。本论文通过研究美食菜谱类 app 的用户需求，采用问卷法和访谈法，根据样 本 2000 份的一手数据调研和二手数据调研报告，洞察当代年轻人对美食菜谱类 app 的新需求，并对日日煮品牌进行新战略差异化定位，形成新战略品牌资产屋。 从 app 功能、服务、产品三个角度进行优化，并对品牌后期策划品牌传播方案， 聚焦“做爆品、做粉丝、做自媒体”的产品、用户、内容战略进行深度推广。

In the context of the continuous upgrading of national consumption, healthy and refined lifestyles are also respected by the public, especially during the new crown epidemic, people have increased demand for gourmet recipes apps. For safety and health reasons, more people tend to cook at home. In recent years, the continuous emergence of mainstream recipe apps has enriched people's food teaching life, from graphic content to the output of high-quality short videos. Daydaycook brand wants to highlight their brand characteristics in this fiercely competitive industry, they must seize the market opportunities to optimize the new brand strategy. In this paper, through research on the user needs of gourmet recipe apps, using questionnaires and interviews, which based on a sample of 2000 primary data surveys and second-hand data survey reports, we have an insight into the new needs of contemporary young people for gourmet recipe apps. The brand is cooked to make a new strategic differentiated positioning and form a new strategic brand equity house. Optimize from the three perspectives of app functions, services, and products, and plan the brand communication plan in the later stage of the brand, focusing on the in-depth promotion of product, user, and content strategies focusing on "making explosives, fans, and self-media".

指导老师/Instructors：沈小芳 Candy

导师推荐理由/Recommendations：

作品通过以美食短视频APP为研究对象，利用品牌战略与管理的专业知识，提出品牌重塑的策略，具有现实指导意义。

By taking the short food video APP as the research object, this work uses the professional knowledge of brand strategy and management to propose the strategy of brand rebranding, which is of practical guiding significance.

六、The Infinitus

设计师：景育凯/Isaac

作品介绍/Descriptions：

顺应“全民大健康”的大环境，健康产品市场在中国蓬勃发展，无限极作为中国直销兼健康产品品牌的龙头企业，拥有多家品牌加盟店，本作品以无限极（浦江）加盟店为主视角，为无限极品牌设计一系列产品及概念海报、活动海报、店铺规划平面图，力求符合目标客群的审美与需求，以达到品牌推广的目的。

To meet the environment of “Big Health for Everyone”, healthcare industry is developing faster and faster these years. Infinitus, a leading brand in direct selling and healthcare industry, shares lots of franchise stores all over the country. Focusing on Infinitus (Pujiang) Franchise Store, I would design a series of concept posters, activity posters, store decoration design to meet local customers’ taste and needs so that we can promote our brand properly.

指导老师/Instructors：胡建莉 Janlie

导师推荐理由/Recommendations： 

选题根据自营案例给予针对性优化以及运营建议，具有较强落地与实践意义。文章结构安排比较合理，层次清晰有条理，参考的相关文献资料与主题联系紧密，在论文写作过程中利用不同模型分析市场环境与店铺内部环境。从结论来看，通过专业地门店品牌形象塑造和有效营销活动推广，切实提升了产品销售额与利润，真正做到了将本专业知识学以致用。

七、互联网时代背景下，论手绘设计品牌“ICEPIC”的品牌战略规划

Research on Brand Strategic Development of Hand-Painted Design Brand“ICEPIC” in Internet Era

设计师：魏冰洁 Icey Wei

作品介绍/Descriptions：

随着互联网的不断发展，数字化时代已经来临，对于设计领域的潜在空间进一步的扩大，手绘设计与电子科技的结合，打破了传统绘画的模式，使手绘设计的表现手段更加丰富，给消费者带来了更大限度的视觉感受。笔者在大学阶段因自身兴趣爱好，在课余时间里制作一些手绘人像电子绘图，起初并未有成立品牌的概念，只是在大学范围的朋友圈进行制作和售卖，随后约稿的数量渐渐增加，笔者逐渐萌生了要为其创立品牌的念头并付诸行动经营，运用自己所学专业理论知识与当下市场环境结合，于2020年初创立“ICEPIC”手绘品牌。

With the continuous development of the Internet, the digital era has come. For the potential space in the design field to be further expanded, the combination of hand-painted design and electronic technology has broken the traditional painting model, making the hand-painted design more expressive means and bringing consumers Here comes a greater visual experience. Due to the author’s interests and hobbies, the author made some hand-drawn portrait electronic drawings in the spare time at the university level. At first, there was no concept of establishing a brand, but it was produced and sold in a university-wide circle of friends. Subsequently, the number of drafts gradually increased. The idea of creating a brand for it was gradually engulfed and put into action. Using the professional theoretical knowledge, the author learned the current market environment, then created the "ICEPIC" hand-painted design brand in early 2020.

指导老师/Instructors：邹磊 Beryl Zou

导师推荐理由/Recommendations：

学生结合自身创业经历，运用所学专业知识，借着撰写毕业论文的机会，梳理、建立属于自己的品牌，顺应鼓励大学生自主创业的号召，具有极其重要的社会意义和现实意义。整体来说，该论文为“大学生如何结合自身兴趣爱好，实现自主创业”提供了新的思路。

八、全域旅游视角下万灵古镇的品牌定位研究

设计师：黄楚雅/Renee

作品介绍/Descriptions：

近年来，中国日渐成为全球最大的消费市场，旅游业也在蓬勃的发展。随着政府提出将旅游市场发展模式朝全域旅游转型，以古镇为代表的各个特色小镇正迎来新的发展机遇，古镇景区的品牌化也成为新的热点，然而众多古镇的由于盲目跟随开发，存在着许多容易被忽视的问题，这些问题阻碍着各个古镇的发展，影响了古镇旅游业的兴盛。

In recent years, China has gradually become the world's largest consumer market, and the tourism industry is also booming. With the government's proposal to transform the development mode of tourism market into all-for-one tourism, each characteristic town represented by the ancient town is facing new development opportunities, and the branding of ancient town has become a new hot spot. However, due to blind follow-up development of many ancient towns, there are many problems that are easy to be ignored, which hinder the development of each ancient town and affect the prosperity of the ancient town tourism.

万灵古镇是笔者从小常去游玩的古镇，它位于笔者的家乡，在重庆市荣昌区境内，同时曾被评选为全国百大古镇之一，这座古镇具有千年历史、文化底蕴深厚、建筑遗迹保存完整。然而，近年来万灵古镇的投入和产出却不成正比，几年下来旅游综合收入占比，在所属荣昌区全区GDP份额至今超不过1%。本文通过运用文献收集分析，问卷调研和实地调查，同时横向对比同类知名特色古镇，充分利用万灵古镇的发展潜力和特色文化资源，并更多的站在消费者需求的角度思考，以品牌定位及品牌战略相关理论知识作为基础，重新塑造万灵古镇的品牌定位，包括其品牌特色、品牌价值以及目标消费群体。同时，根据挖掘出的万灵古镇现存问题，结合精准的品牌定位内核提出后续的品牌形象设计和品牌宣传，以及古镇新的布局规划，为万灵古镇知名度的提升及营收的增长提供有价值的建议。

Wanling Town is an ancient town that I often visit when I was young. It is located in my hometown, in Rongchang District of Chongqing city. At the same time, it has been selected as one of the top 100 ancient towns in China. This ancient town has a thousand years of history, profound cultural heritage and complete preservation of architectural relics. However, in recent years, the proportion of tourism comprehensive income in Wanling Town has not exceeded 1% of GDP in Rongchang district, which means the input and output are not in direct proportion. Through literature collection and analysis, questionnaire survey, and comparison of similar well-known ancient towns, making full use of the development potential and characteristic cultural resources of Wanling Town, more stand in the perspective of consumer demand. Based on the theoretical knowledge of brand positioning and brand strategy, this thesis reshapes the brand positioning of Wanling Town, including its brand characteristics, brand value and target consumer groups. At the same time, according to the existing problems of Wanling Town, combined with the precise brand positioning core, the thesis puts forward the following brand image design and brand publicity, providing valuable suggestions for the promotion of the popularity and revenue growth of Wanling Town.

全域旅游政策自从提出后，便促使着古镇开发热潮不断，大量古镇目前在开发过程中都面临着不少的问题，将万灵古镇作为研究对象，提出的方案和建议势必将对其他同类的古镇有一定的参考价值和启发。同时，万灵古镇品牌化及差异化定位的新思路也将为中国古镇旅游业的发展指引新的方向。

Since the policy of all-for-one tourism was put forward, it has promoted the development of ancient towns. A large number of ancient towns are facing many problems in the development process. Taking Wanling Town as the research object, the proposed scheme and suggestions are bound to have certain reference value and inspiration for other similar ancient towns. At the same time, the new ideas of branding and differential positioning of Wanling Town will also guide the development of ancient town tourism in China.

指导老师/Instructors：邹磊/Beryl

导师推荐理由/Recommendations：

中国古镇本身是一个非常庞大的命题，涉及的领域多且广。中国古镇数量众多，在旅游行业里占据重要位置，因地域、文化交叠，使得古镇同质化现象非常严重，缺乏独特个性，这严重制约古镇的发展。该生从品牌定位角度研究，运用所学专业知识，为自己的家乡万灵古镇的发展提供新的思路，尝试使中国古镇走品牌化发展的道路，具有极其重要的社会意义和现实意义。

九、小说APP

设计师：王烙印/Lowin

作品介绍/Descriptions：

在信息化时代，语音已经成为了一种常用的信息载体。同时故事性是语音APP的关键所在。对于当前语音APP市场优质内容缺乏的现状，我以“你的生活就是最生动的故事”为主题开发了一款具有语音日记功能的小说APP。用户可以在这款应用上记录自己每天的故事，并进行自定义编辑。匿名发送或自己保存。既保证了生活的记录。也是一种安全的新型网络社交模式。

指导老师/Instructors：Jenny 闵洁

导师推荐理由/Recommendations：

选题较好，具有一定的现实价值。资料搜集与运用得当。论点较有新意、论文条理较清晰，论述完整并具有实践意义。

It is a good selection of thesis subject that has certain practical value. Data collection and application are proper. The argument is more innovative, and the logic is clear. The discussion is complete and has practical significance.