面对国际化的市场机遇,若想将我国传统品牌传承下去,不仅要着力于国内市场,更要放眼于全球。显然,个性化视觉形象的建构就成为了传统品牌除了质量之外,另一个突破口。文中从“统一的视觉形象建构”和“新鲜的视觉元素对视觉形象建构的必要性”这两个论点进行论述,对传统品牌传承过程中视觉形象的个性建构进行了一定程度的阐述。 In the face of international market opportunities, if we want to inherit our traditional brand, we must not only focus on the domestic market, but also look to the world. Obviously, the construction of personalized visual image has become another breakthrough for the traditional brand in addition to quality. The article discusses the two conceptions of “Constructing a Unified Visual Image” and “Necessity of Creating a Visual Image with Fresh Visual Elements”, to some extent to the individuality construction of the visual image in the process of traditional brand inheritance Explain.