毕业季｜SIVA文化产业管理（品牌战略与管理）专业2022届毕业论文展示（上）

青春是一本太仓促的书

曾经以为毕业遥遥无期

转眼它就随着这个夏天悄悄来临

这是充满挑战的大学四年

也是值得骄傲的大学四年

由白福瑞大师领衔的

2022届视觉德稻文化产业管理

（品牌战略与管理）专业的同学们

以饱满的学习热情奋发的姿态 一路成长

在顺利完成本科学业的同时

也收获了属于自己的毕业论文成果！

白福瑞大师毕业寄语：

“

自我撰写品牌战略与管理专业课程大纲至今将近十年，岁月荏苒，已有大约120名学生顺利毕业、取得本科学士学位。他们或已在品牌领域深耕，或已出国读研深造。长期的居家隔离使完成毕业论文难上加难，而今年毕业生递交的论文都极具创造性，我为此深感欣慰。品牌战略与管理专业学生不断的进步也归功于卓越的教师团队，是他们为今年的优秀作品做出了斐然的贡献。恭喜毕业生们取得优秀的成果，祝大家前程似锦！”

——Florin Baeriswyl

2022届优秀毕业论文展示

01

《当代艺术展览线上平台的品牌塑造——基于大众对当代艺术的理解力问题》

作者：黄禧晴

指导老师：沈小芳

作品介绍：围绕大众与当代艺术的关系，展开研究“大众对当代艺术的理解力问题”，最终塑造当代艺术展览线上平台——艺术面包APP，以缓解大众与艺术之间的矛盾与距离。

Focus on the relationship betweenthe public and contemporary art, carry out the research on "the public'sunderstanding of contemporary art", and finally shape the online platformof Contemporary Art Exhibition - Art bread app, so as to alleviate thecontradiction and distance between the public and art.

02

《浅析中国养老行业发展新趋势——医养结合机构的品牌发展战略》

作者：马士淇

指导老师：GIUSEPPE PIZZITOLA

作品介绍：探讨如何创立一家普惠型的医养结合机构。同时将品牌的概念引入领域，建立品牌战略、传播策略，将专业性与品牌力结合，共同打造核心竞争力。该商业计划将最终落地执行，为医养结合模式的探索与发展提供实践意义。

This thesis discusseshow to create a medical and elderly care institution that benefits the masses.At the same time, the concept of branding is introduced into it, to establishbrand and marketing strategy, and jointly create core competitiveness throughcombination of professionalism and brand power. This thesis is presented in theform of a business plan, which will eventually be implemented, providingpractical significance for the exploration and development of the modelcombining medical services and elderly care services.

03

《旗袍品牌蔓楼兰的年轻态传播与推广研究》

作者：马中一

指导老师：胡建莉

作品介绍：出于对中国古典传统艺术之美的热爱，旗袍一直吸引着我的注意，它融合了中国传统审美和西式剪裁，作为100年前中国女性解放的象征，对比旗袍逐渐淡出社会视野的现状，决定以年轻化方式致力于推广旗袍。

Out of my love for the beauty of traditional Chinese art, thecheongsam has always attracted my attention. It combines traditional Chineseaesthetics and Western tailoring. As a symbol of the liberation of Chinesewomen 100 years ago, in contrast to the current situation where the cheongsamhas gradually faded out of social vision, I decided to use it as a youthfulapproach and dedicated to promoting cheongsam.

04

《在地文化探索文旅品牌的搭建与战略发展研究》

作者：李沐璋

指导老师：沈小芳

作品介绍：“GO LOCAL”运用品牌战略与管理专业知识，通过品牌各要素之间的联系的构建，提出其品牌战略与管理模型。希望构建一个面向新生代旅行者，年轻互助为延展的在线旅游行程安排平台，期待用年轻人的视角解决年轻人的旅游困局。

"GOLOCAL" proposes its brand strategy and management model by using the brandstrategy and management expertise and through the construction of theconnection between the various elements of the brand. It is hoped to build anonline travel itinerary platform for the new generation of travelers, withyoung people helping each other as an extension, and looking forward to solvingthe travel dilemma of young people from the perspective of young people.

05

《打造一个以关怀社恐人群为企业文化的露营品牌》

作者：姚咏怡

指导老师：沈小芳

作品介绍：以行业可持续发展的角度，打造一个内容差异化的户外日营品牌，聚焦城市青年的社交状况。同时，以企业社会责任的角度，结合活动与社恐人群，以减缓他们的焦虑情绪。本作品呼吁年轻人回归自然，培养健康的户外生活方式并传播露营文化。

To create anoutdoor day camping brand with differentiated content from the perspective ofindustry sustainability, focusing on the social condition of urban youth. Atthe same time, from the perspective of corporate social responsibility, itcombines activities with socially-phobic people in order to alleviate theiranxiety. This work mainly calls on young people to return to nature, cultivatea healthy outdoor lifestyle and spread camping culture.

06

《浅析香沁SPA生活馆 “小而美”品牌战略研究》

作者：徐昕乐

指导老师：邹磊

作品介绍：对上海本土美容院品牌香沁SPA生活馆进行品牌重塑，提出“小而美”品牌战略。将香沁打造成女性的“蜕变殿堂”，助力女性变得美丽自信，不被定义，勇敢做自己。形成品牌记忆点，吸引潜在消费者，培养其品牌忠诚度。

I rebrandedthe Shanghai local beauty salon brand Xiangqin SPA and proposed the "Smalland Beautiful" brand strategy. Committed to creating Xiangqin as "A Palace of Women's Transformation". Help women become beautiful and confident, not bedefined, and be brave to be themselves. Form brand memory points, attractpotential consumers, and cultivate their brand loyalty.

07

《论全新超级食品品牌“内澈”的品牌战略规划》

作者：郭语洁

指导老师：胡建莉

作品介绍：“内澈”是笔者设计的超级食品品牌，其产品为高品质高营养的超级食品。“内澈”希望结合西方营养学知识和中医“药食同源”的理论。通过自然简单的食物为消费者提供食物所带来的慰藉，呼吁人们自我关怀，热爱生活，提出超级食品只为超级的你。

"NEICHE"is a super food brand designed by the author. Its products are super food withhigh quality and high nutrition. "Neiche" hopes to combine westernnutrition knowledge with the theory of "medicine and food homology"of traditional Chinese medicine. Provide comfort to consumers through naturaland simple food, call on people to care for themselves and love life, and putforward that super food is only for super you.

—— 未完待续 ——

更多优秀毕业论文前往下期继续欣赏！

来源：德稻集群、文化创意产业管理学院