Research On YX Anhui Local School Uniform Enterprise Brand Development Design

In the context of the gradual marketization and branding of the school uniform industry,how to create a differentiated and personalized school uniform brand from the inside out has become a hot concern in the industry.Based on the joint research project of Donghua-Yi Xin on school uniforms and uniforms based on the concept of aesthetic culture and health and environmental protection,this paper proposes a branding plan for YX’s "Qianke" school uniforms.This paper starts from three dimensions and carries out a three-in-one brand development design,namely brand copywriting,brand VI design and brand information resource management database design,so as to improve the brand’s external discourse system and image,and enhance the brand’s internal self-recognition and management level.This paper takes YX company as the research object and explores the construction design plan of its school uniform brand.Firstly,through reviewing industry reports,literature review and market research to understand the culture and industry of school uniforms;secondly,through in-depth programs,questionnaire surveys and in-depth internships,the key factors of internal and external environment affecting the development of YX company were extracted,and on the basis of which internal and external factor matrix analysis and SWOT analysis were conducted.Then,based on the analysis results,the direction of brand development strategy was determined,the target of brand construction was proposed.Then,based on the results of the analysis,the direction of the brand development strategy was determined,the target of brand building was proposed,and the implementation of the specific plan was carried out.Finally,the design evaluation index was constructed,and the internal staff of the company evaluated the degree of improvement of the school uniform brand building based on the brand development design plan in this paper,and the evaluation results were obtained.The main research contents and conclusions of this paper are as follows:(1)Evaluation matrix and SWOT analysis of key factors of internal and external environment of YX enterpriseThrough in-depth interviews and questionnaires,we extracted the external opportunities and threats and internal strengths and weaknesses in the development of the enterprise based on our understanding of the situation in Mingguang,and summarized 10 key factors affecting the internal and external environment.The internal evaluation team of the enterprise is organized to assign the weight to the key factors.Combined with the evaluation matrix of internal and external key factors and SWOT analysis,concluded that the enterprise should adopt the growth-oriented(SO)strategy at present.(2)"Qian Ke" brand copywriting and brand message house constructionIn this paper,we built the brand house of "Qian Ke" and established the target system of brand building.On this basis,we wrote and optimized the brand introduction,brand story,brand culture,brand vision and mission,and updated them in the brand website and Baidu encyclopedia.(3)VI design of "Qian Ke" school uniform brandThrough more than 90 brand logo designs researched,the appearance design and main color were categorized,and on this basis,the logo design scheme and main color of "Qian Ke" brand was determined,i.e.the blue combination logo.Based on this,the auxiliary graphics and application system of the brand VI system were designed..In the auxiliary graphics design,the letters of "QIANKE" were extracted and rearranged to form the auxiliary graphics of the VI system.In the application part design,we mainly designed office supplies,promotional materials and product packaging and gifts,and showed their applications accordingly.(4)"Qian Ke" school uniform brand information resource management databaseCombined with the actual situation of the company,in order to solve the problem of confusion of brand resources management within the company and to achieve the goal of improving the level of brand information management,the design of brand information resource management database is carried out.The functional modules designed in this paper include user management module,data browsing module,data retrieval module,data export module and data editing module.The whole system is based on Win10 operating platform,the front-end development tool is VS Code,the back-end development tool is Py Charm,the database is My SQL,and the Python language is used to build the implementation.The front-end uses Vue.js as the framework to realize the interface design and data display,and the back-end uses Flask as the framework to realize the request,processing and return of data.Through specific operation description and demonstration,it can be verified that the front-end and back-end functional modules of this database system can be realized.The three different dimensions of branding design solutions in this paper are shown by the final evaluation results to achieve 18 or more points on a 20-point scale.This indicates that all three dimensions of the branding solution implementation have been recognized internally by the company and have achieved the Trinity effect.The design of brand copywriting plan,from the dimension of brand language system,builds the bridge between the brand and the public,and makes the brand have its own business card.The design of brand VI system,from the dimension of brand image,makes the brand towards the road of youthfulness,fashion and differentiation.The design of brand information resource management database,from the dimension of brand management,improves the management level of brand digitalization and informationization.