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摘要：在国外品牌强势涌入，国内品牌不断涌现的今天，探析品牌文化和形象，以及品牌背后的故事显得尤为重要。这不仅能在目标市场上使消费者找到情感归属感和文化认同感，更能更好地促进消费增加商机，实现品牌的商业目的，品牌自身也更具有价值。
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本论文针对m&m’s巧克力品牌形象和其品牌文化的一般规律和特点，以及该品牌在商业展示中的科学运用和为品牌带来的影响，结合前期对国内外同类相关巧克力展示的调研分析比较，以品牌形象、品牌文化、商业展示设计这三组关键词展开讨论。研究了m&m’s巧克力的内在品牌文化形象精髓、m豆的明星角色效应、其品牌文化形象在商业展示中被运用和提炼的元素、本土化模式和线上社区周边等。从而提出了能够营造和传达符合m&m’s巧克力品牌文化形象气质的设计方案构想。9574
关键词：品牌形象、品牌文化、商业展示设计
Research on brand design---m&m's chocolate paradise
Abstract: With the deepening of economic globalization, the brand is no longer just a product identification. Modern business show are rely on brands to promote their image and culture to promote consumer spending and one of the means to strengthen brand power. In the influx of foreign brands and strong domestic brands continue to emerge today, analyzing the brand culture and identity, as well as the story behind the brand is especially important. It not only on the target market that consumers find a sense of emotional closeness and a sense of cultural identity, to better promote consumption increases business opportunities, achieve brand commercial, branded itself more valuable.
Research on brand design is inherent in mining analysis of brand culture and spirit, combined with unique display techniques to render it in front of the consumer, brand soul show charm, brand value increased again.
This paper focuses on m&m's chocolate brand image and brand culture of general patterns and characteristics, as well as its scientific use in the business show and brand impact, combination of brand image, brand culture, commercial exhibition design discussions on the three sets of keywords, that can create a design that communicates your brand image.
Keywords: Brand image, Brand culture, Commercial exhibition design
目录
一、绪论 4
（一）研究的目的与意义 4
（二）国内外研究的背景及发展情况 4
1.国外发展情况 4
2.国内发展情况 4
（三）论文采用的研究方法与手段 5
二、玛氏糖果m&m’s巧克力品牌形象与品牌文化 5
（一）走在时代前沿的m&m’s 6
（二）品牌构建的密匙——m豆明星制造 6
三、同类巧克力产品展示设计调研 6
（一）上海好时巧克力世界 7
（二）Candylicious糖果店 7
（三）上海巧克力开心乐园 8
（四）上海世界巧克力梦公园 8
四、玛氏糖果m&m’s巧克力乐园展示设计创意方案介绍 9
（一）m豆品牌形象在商业展示中可被运用和提炼的元素 9
1.明星角色 9
2.本土化模式 9
3.社区媒介及周边 10
（二）设计定位与构想 10
（三）设计简述与说明 11
五、总结与展望 14
优尔、致谢 15
七、参考文献 15
一、绪论
（一）研究的目的与意义