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  • 2019 TK Thuong Hieu o VN Hien Nay Va Su Anh Huong Tu Tham Mi Tieu Dung o Trong Nuoc

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    2019 TK thuong hieu o VN hien nay va su anh huong tu tham mi tieu dung o trong nuoc

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    11 views16 pages

    2019 TK Thuong Hieu o VN Hien Nay Va Su Anh Huong Tu Tham Mi Tieu Dung o Trong Nuoc

    Uploaded by

    kien Nguyen trung

    Copyright:

    © All Rights Reserved
    Download as PDF or read online from Scribd
    Flag for inappropriate content
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    ISSN 0866-7349, HOLDONG LY LUAN, PHE BINH VAN HOC, NGHE THUAT TRUNG UONG ‘THE NATIONAL COUNCIL FOR THEORY AND CRITICISM OF LITERATURE AND ARTS Lyluan a aL ZT OE ea CHUYEN SAN MITHUAT VO DOI SONG BUGNG Bal 2019. LD MUC LUC NGHIEN COU, TRAO DOI celle NOUVENXUANTIN 3M DINGTHITHANHHOA itu Tins pH CM “Titoy gs asin ei ldap tin 209 ny teres tA ng De SOrTMTHAN al Sgt Ne ra Sy angi song sony in ica gc Mere dmicpiannttngievenen © HOANGTHLDIO Tog ong ag ng dl a HAN FHAMQUECTRUNG 7 2)Thian pis ChiNih nang a eee ptacieg dn at faeces PHAM PHUONGLINE : Twang Va Nam i ay HOANGMINH-CUA 23 Ryan tu ding vind go ioe Sion ps a mi, 86 Nouv THOR et Pe = ‘Dio to hos tgo inh 6 Vit Nam “mis Graft org sng ian cng ig Sect a tthe po ce i a a = a1 NcuviN Loan NGUYENTHILAN HUONG 38 nag ttcng Vitam Neh as cnging Da Ning iui tineroig eta argh Teh tina it dO ong ot : gg TRAM THTTRACH OANH PHAM VAN TUYEN 44 aap phi rank psn aia eho toni te even Rermunncome © un eoaltte ehh ag Vi Nan iin vt int nh te ozmetin ig tenet cia aos CCC“‘;‘“C;CSC(‘(USS=s’s— THONG TINTULIGU Gi thio Khoa hye tein que 107 “vai tr din hung ci phébinh ‘ye hoe gh host rong th tin ‘adng go wan ho, gh tut ign nay” m ‘Ky hop thi By ea HG ong Lh, ph bin ‘vin hoe igh tht Trung mg, ‘TAP CHILY LUAN, PHE BINH VAN HOC, NGHE THUAT-12.2019 THIET KE THUONG HIEU O VIET NAM HIEN NAY VA SU ANH HUONG TU XU HUONG THAM Mi TIEU DUNG 6 TRONG NUOC yng bite tranh ton cénth vé sy phat [ trig thuong higu cia céc doanh nghigp trong nude, chiing ta c6 thé nhan thay cong vige thiét ké 46 hoa cho thuong higu da duge xa hoi ngay cang ‘quan tim. Khi bit dau nin thay higu qua 10 rt tir vigc chi trong thiét ké - tao nén site anh huding truc tigp dén doanh thu sin phim - doanh nghiép trong nude da coi trong qua trinh thiét ké, quing ba sin phaim, dich vy cia minh, thay vi chi tp trung vio vn d8 chat Itong. Cudi thé ky 2X tro lai day la giai doan gin lién véi st phat trign vugt bic ciia cong nghé, cic thiGt bi h6 tro cho thiét ké duage t6i wu héa, gidp ede nha thiét ké c6 thém nhiéu phuong tién xa bd nhitng khé khan tro gai dé thuchign nhiing ¥ tudng khac bist, méi la. Nhigu ¥ tuéng thiét ké chi xuat hign trong ¥ nghi cia nhing ngudi lam ngh’ thiét ké 46 hoa, nay nh céng nghé hhign dai, da tr6 thanh hign thu. Sire sing tao trong thiét ké dd hoa, nh cong nghé ‘ma dan tro nén manh mé hon, da téc dng, dn dign mao x hOi va duximg nhurtaonén mét phn trong cdc xu huéng than oi mi. Do khéng con bi gd bd bai cong nghé, 4% = THS. PHAM PHUONG LINH ‘kj thuat, vat ligu, nhiéu san phim thigt ké mii thuat sng tao méi da ra di. Qua a6, cé nhézng, xu hudng thigt ké méi durge tao 12, giip cho cic doanh nghigp thém nhiing, inh hudng Iya chon khi mong mudin thé hign cf tinh riéng bigt cia minh trong rat niu doanh nghiép cling linh vue. 1, Xu thé thiét ké thuong higu 6 Nam nhang nim gin day at Giai dogn nhiing nm dau cita thé ky XXI, doanh nghiép Viét Nam da thyc sw higu kha ning téc dong dén gid tri cia inh anh thuong higu dén tir cée kh thigt ké. Vai trd cla sng tao hinh anh 1 tao nén sy téc dng truc tigp toi moi quan tam cia ngudi tiéu ding thurong higu. Mot ‘vi dy thc té chimg minh cho diéu nay da ign ra trong mot hoi cho trién kim 6 Ha Noi vao nam 2006, khi Gis de dai dign céia mot thuong higu nong sin Viét Nam chia s8 v8 kh khan cia nhan vién tiép thi trong vige mdi cde vi khéch tham quan ding thr va mua sn phim nhung khong it ngudi da bé qua sin phém ciia ho. C6 nhiéu nguyén nhan khién vj Giém décnay cOng nhan that bai, trong 46 6 nguyén 72 NHN ct'u-TRAO DOL han cia vigc thiét ké d® hoa gian hang, tranh quang cio cing nhu bao bi ciia ho Khong hap dan. Thiét ké sin pha khong tao nén site hit véi thi giée da tac dong xu cho stie canh tranh cia hg, dit chat Iuong san pham 44 durge co quan chite nang danh gid tt. Nhin chung, sin phém_ cua Vigt Nam 06 ngudn gée tir néng sin hnign nay Iuén phai d gid thép vi khong, ‘thé canh tranh véi cde mat hang nhdp Khaw ua céc nude khde nhu Théi Lan, Han (Quée, Nhat Ban, Mi... Bigu nay xay ra mot hin Ia tir tim ly sinh d8 ngoai. Do trade i f ; diy chat Iuong sin phaim trong nuée chira bang nude ngodi, thigt ké’ v6 boc! dung, bén ngoai chua dit bit mit (H1), hon nia, thigu ving su dau tu chign luge cho thiét ké quang bé san pha, dn dén chua 6 quy dinh théing nat cia he théng cc thigt ké quang céo nén thiéw tinh nbat quan theo thdi gian, tinh chat dic trung cia thuong higu khong duge dy manh, Nam trong nginh mi thudt ing dung nén thiét ké 46 hoa cling 0 phin gidng thigt ké thoi trang va mot sO inh ve khée 6 ché c6 su lap lai, xoay vong. Ngay truéc, FL Sd phd cago a in A Cay Mar Vin Mr ng Ha Ni gun: PPL, 2017), 73 TAP CHILY LUAN, PHE BINHVAN HOC, NGHE THUAT. 12.2019 nhiing bire quang céo thuring chi cé chi, 176i digm hinh va sau d6 18 chi trong t6i hinh anh. Bay gid, thiét ké d6 hoa Khong ‘chi quan tim dé hinh anh nita ma duréng hw dang quay vé kiéu thiét ké chi trong ni dung va dang rat e6 thé tro thimh xu hung chung. Thém nia, cde tée phéim ‘thigt ke ngay nay dang din hinh thanh xu hudng trai nghiém ciia ngudi ding cing vi chii trong t6i ndi dung thiét ké, di hoi sur truyén tai théng diép 10 rang, khiic chiét. Trong ky nguyén ky thudt s6 hién nay, nhiing phong cach thiét ké hin dai nhanh chéng duzge céc nha thigt ké 46 hoa 4 Vigt Nam cép nhat. Cée xu huréng, tp trung cho vigc thé hign hinh anh nh ste hé tug cia cng nghé méi, tao ra sy thich thé vé mit thj giéc. Vi nhu, nhiing xu huéng ba chiéu (3D) cho biéu tong, béng md, chuyén mau, mau sée durge van dung tuoi iéi, dc sic, hinh anh thé hign siéu thyc, 6 thé tgo sy tb md, dé gay nén sur chit y. Khoang 20 nam tré lai day, 6 trong nuéc ton tai nhi’u phong céch thiét ké hung xu hurdng dang 06 nhiing thay déi. Nho su tig 66 ctia KF thudt, khoa hoc cong nghé va vat ligu méi, thigt ké'd® hoa cling dang chuyén minh trong tréo Iurw thiét ke’ mi thuat ting dung néi chung. Nhimg phong céch méi dang tao nén mot sur da dang trong vige thé hign cécyy twang hung hu hét khong nm ngoai vig thigt ké hung t6i nbn menh ndi dung. Vi da trao lun thiét ké trang web theo phong cach cudn trang (Parallax Scrolling) 18 cach ma giao dién duge hién thi don gian, mang én sy thugn tign nh ding cho dign thoai di dong hign nay hay cfc trang thiét ké th, thuong, don gian, it ndi dung va dé quan ly. Cach thiét ké’nay mang lai sw thoai mai cho ngudi str dung dé cap nhat théng tin, noi dung can thigt (H2), a HR Thi pong eh cu tng (Nene tive.en thi in tray ep 01.1201. Tir nhiing ndm 2010 dén nay, thiét ke phing chiém wu thé néi tri. Phong och nay tao nén su manh mé, 16 rang vi khong, 6 trang tri hay higu ting néi bata’ tao chiga sau nhur d6 gp, g6c xién, tia sing, t6 sing, bong 46 cia thap nién trade. C6 thé do nhiing hinh anh v6i bong més khéng edn nhén dign thurong higu sé khién doanh nghiép phai vvat va v6i hanh trinh thigt Iip/ ti tao lai vi ‘thé cita minh trong tam tri khéch hang trung thanh va khdch hang tim nang. Chih vi thé, nhaing thurong higu lin trén ‘thé gidi thudng chi oé nhiing cai bién nhat dinh 4 khong gay ra nhimg xéo tron qué manh vé hinh dnih thurong higu cia minh 83 trong tiém thite ctia khach hang, Hoc tip céch lam nay, m@t vai thuong higu néi ting cia Viét Nam da cé nhimg edi tién ho nhé, din dan d@ khéng gay ra su d6t ‘ng@t 06 hai cho thuong higu. 2. Xu hudng thiim mi tiéu ding sin phim anh hudng t6i thigt ké 43 hoa ‘tharong hig ‘Thiét ké nhan ign thuong higu khéng chi gitp ich lam tang doanh s6'ma odn o6 tic dong quan trong t6 quang cdo, thé hign sie cing of va bao vé nhiing thanh qua da dat duge trong kinh doanh. Qua qué trinh fim higu vé vin d nay, ching ti thay van 8 cia thiét ke throng higu la xay dung phong céch thim mi phit hgp véi thi higu cia hich hang. Nha thiét ké phai fim hig san phim cin xy dung thong higu nhurngudi cung ep hang héa va nam durgc tam ly tig ding cia ngudi mua, biét ngrdi mua cin gi 8 dura ra van dé thiét ké thuong higu cho nngudi ban va ngudi sin xuat. Sirdung ngén ngir thigt ké' d® hoa trd thinh phuong tién ccun hit thi gide khdch hang, gitip doanh nghigp tao dung niém tin vé chat Iuong thuong higu sin phém trong thi trang cenh tranh, Thuong higu dé can 6 théng digp hudng t6i thi gic higu qua, nhanh va in tuong, giip san phim dugckheséu vio tri nhé va dé dang nhgn ra dic tinh riéng iia dich vu va sin phd. Trong dé, quan trong la thiét ké'c6 thé khoi goi dé tin cay cia sin phaim vao trinhé khdch hang, Xu hudng cia kj nguyén nay 1a ly Khhich hing lam trung tam. Néu muda 1a :mét thuong higu néi bat duge khéch hang TAP CHILY LUAN, PHEBINH VAN HOC, NGHE THUAT- 122019 tip nhan thi thuong hiéu phat tim duge

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