生态观下文化营销策略的视觉设计研究

发布时间：2018-07-01 10:06

本文选题：生态观 + 文化　；参考：《天津科技大学》2017年硕士论文

【摘要】：随着中国经济近十年来的迅猛发展,以及中国在国际社会舞台上的地位的提高,中国国民的平均国民素质正在逐步提升。中国消费者对于日常消费生活的要求也成直线攀升的态势。消费者不仅要求满足自身的需求,还开始重视消费对社会和环境的影响。于是对于商家而言,能否制作出对环境影响小,可回收的产品,就显得尤为重要,对商品的竞争力有着强力的推动作用。生态观作为当下最符合时代潮流的思想理论之一,影响着中国国民的生活的方方面面。其传播与发展,深深影响了现代消费者的消费观念。使其更趋向于选择绿色的、环保的产品。所以相对的,生态观与视觉设计理论相结合,对绿色包装设计理论的发展与进步来说,就显得尤为重要。视觉设计是现代工业的产物,是商品大批量生产后,为了吸引受众和消费者而慢慢兴起的学科。而生态观作为一种积极向上的、流行的主流思想,可以对视觉传达的理论及实践提供方法论。两者可以形成相互影响、相互促进的良好关系。这对我国设计理论的发展,缩小与外国设计界的差距,有着重要的意义。而包装作为文化传播的一种强势媒介,可以为我国优秀文化的对外传播及国民教育作出巨大贡献。在这一方面,国内的研究理论较为匮乏,需要系统性的整理一套可复用的方法论。只有这样,才能增强我国的文化影响力,从而提升我国的综合国力和国际地位。本文旨在研究如何通过产品包装,将中华文化以营销的方式传播给消费者及国际社会。同时分析如何使用生态观思想来指导食品包装设计的实践。
[Abstract]:With the rapid development of Chinese economy in the past ten years and the improvement of China's position on the stage of international society, the average national quality of Chinese people is gradually improving. The demand of Chinese consumer for daily consumption life also becomes the situation that rises in a straight line. Consumers not only need to meet their own needs, but also begin to attach importance to the impact of consumption on society and environment. Therefore, it is very important for businesses to produce products that have little impact on the environment and can be recycled, which has a strong role in promoting the competitiveness of commodities. As one of the most contemporary ideological theories, ecological view affects all aspects of Chinese people's life. Its dissemination and development, deeply affected the consumption concept of modern consumers. Make it more tend to choose green, environmental protection products. Therefore, the combination of ecological view and visual design theory is particularly important for the development and progress of green packaging design theory. Visual design is the product of modern industry. It is a subject that rises slowly in order to attract audience and consumers after mass production. As a positive and popular mainstream thought, ecological view can provide methodology for theory and practice of visual communication. The two can form a good relationship of mutual influence and mutual promotion. This is of great significance to the development of Chinese design theory and to the narrowing of the gap between China and foreign design circles. Packaging, as a powerful medium of cultural communication, can make a great contribution to the dissemination of excellent culture and national education. In this respect, the domestic research theory is relatively scarce, need to systemically organize a set of reusable methodology. Only in this way can we enhance our cultural influence and enhance our comprehensive national strength and international status. The purpose of this paper is to study how to spread Chinese culture to consumers and the international community through product packaging. At the same time, it analyzes how to use ecological concept to guide the practice of food packaging design.
【学位授予单位】：天津科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524;TB482

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