永州异蛇酒品牌包装设计

发布时间：2019-03-13 11:40

【摘要】：本文从了解永州异蛇酒文化，再对永州异蛇酒包装设计进行阐述，结合现有的永州异蛇酒包装设计的现状，提出了品牌营销策略下的永州异蛇酒包装设计策略。永州异蛇酒的文化源远流长，这不由得给永州异蛇酒赋予了一层神秘的色彩。笔者从永州的地域文化入手，，同时探索永州异蛇酒品牌核心理念的规划，用插画结合文案的形式来进行包装设计，从而进行品牌营销策划。“晓了显火”是永州异蛇酒现有品牌“柳宗元牌”的一个系列。“晓了显火”是永州的方言，意思是“你好厉害啊！”。笔者将文案，图形和包装相结合，创造出全新的“晓了显火”系列，使得它的品牌形象更加鲜活，有人情味，以抓住消费者的心理。从而达到推广永州异蛇酒的目的，以加强这一研究课题的现实意义。基于品牌营销策略，将永州异蛇酒进行文化创意包装设计，使其包装具有鲜明的人情味和地域性特色，从而打动消费者，为永州异蛇酒的发展及永州的旅游做出贡献。
[Abstract]:Based on the understanding of the culture of Yongzhou Yisnake wine, this paper expounds the packaging design of Yongzhou Yisnake wine, and puts forward the packaging design strategy of Yongzhou Yisnake wine under the brand marketing strategy, combined with the present situation of the packaging design of Yongzhou Yisnake wine in the light of the present situation of the packaging design of Yongzhou Yisnake wine. Yongzhou snake wine culture has a long history, which can not help but give Yongzhou snake wine a layer of mystical color. Starting with the regional culture of Yongzhou, the author explores the planning of the core concept of Yongzhou Heisujiu brand, uses illustration combined with the form of copywriting to carry on the packaging design, so as to carry on the brand marketing planning. Xiao Xianghong is a series of "Liu Zongyuan Brand", the existing brand of Yongzhou Hei Snake Wine. "know the Fire" is Yongzhou dialect, meaning "you are so good!" The author combines copywriting, graphics and packaging to create a brand-new "know the Fire" series, which makes its brand image more vivid and human, in order to grasp the psychology of consumers. So as to achieve the purpose of promoting Yongzhou heterogeneous Snake Wine, to strengthen the practical significance of this research topic. Based on brand marketing strategy, the cultural and creative packaging design of Yongzhou Heisujiu Liquor is carried out so as to make its packaging have distinct human and regional characteristics, thus moving consumers and contributing to the development of Yongzhou Eserian Wine and the tourism of Yongzhou.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TB482

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