文档介绍：InvestigationandResearch on Chongqing hot-pot Brand Visual Image A Thesis Submitted to Chongqing University in Partial Fulfillment of the Requirement for the Master?sDegree of Literature By Zhonghao Supervised by Xu Specialty:DesignSicence College of Art of Chongqing University, Chongqing, China April2013 重庆大学硕士学位论文中文摘要 I 摘要重庆火锅是川东地区最具特色的饮食形式,独特的味感因地域原因使“重庆火锅”渐进为重庆饮食文化的符号。从其演化源流及发展态势来看,一方面,重庆火锅其本身纵向演化的历时性和横向谱系上在内容、品类、样式上呈现多样性; 另一方面,这种演化在一定程度上反映着川东地区经济的发展、生活方式的变更及风俗人情的整体嬗变。重庆火锅的地域化特色与文化意味使其在演化源流及整体嬗变的过程中逐渐形成自身独特的“品牌效应”。从某种意义上,重庆火锅传递着特定地域饮食文化与生活生产发展的文化信码。纵观目前有关重庆火锅的相关文献,对重庆火锅的研究多是集中在菜品、菜式、器具且多见于报纸、新闻杂志相关报道,具有一定研究价值的学术文献较少,对重庆火锅品牌视觉形象的研究尚未涉及。本课题以重庆火锅品牌视觉形象为考察对象,以火锅相关的历史文化及特色为纵向视角,以设计艺术学为理论范式,交叉艺术管理学、民俗学、社会学等学科理论进行综合性研究。运用田野考察法、市场调查法、问卷法抽样检测法等方法策略获取丰富的一手资料,综合相关的文献多维度、多视角、多层次分析目前重庆火锅品牌视觉形象设计及管理中存在的问题,并在此基础上提出对于区域品牌塑造的思考及建议。关键词:重庆火锅,品牌文化,视觉形象,符号系统,调查研究重庆大学硕士学位论文英文摘要 II Abstract Chongqing hot-pot is the most distinctive eating in eastern Sichuan area. The unique flavor and region characteristic make Chongqing hot-pot gradually be the diet culture symbols. From the origin of their evolution and development trends, the diversity of content, category, style can be seen from the vertical evolution diachronic and horizontal pedigree of Chongqing hot pot on one hand; on the other hand, this evolution is reflected the economic development of eastern Sichuan, the overall evolution of the change in lifestyle and customs and habits to some extent. Chongqing hot-pot?s geographical features and cultural meaning gradually formed its own unique ?brand? in its evolutionary origins and the overall evolution of the process. In a certain sense, Chongqing hot-pot passes it with the specific geographical diet culture and life development of production culture letter code. From the current relevant literature of Chongqing hot-pot, the research is conce