永州异蛇酒的包装设计及其品牌整合营销策略研究

发布时间：2018-05-29 13:35

本文选题：永州异蛇酒 + 包装设计　；参考：《湖南师范大学》2009年硕士论文

【摘要】： 永州异蛇酒产于湖南南部,其“保健”概念是核心的品牌价值。然而,相对当前国内同类型的“劲酒”、“椰岛鹿龟酒”、“宁夏枸杞酒”等品牌营销而言,永州异蛇酒的知名度与美誉度无疑与之还存在一定差距。单从包装的设计来看,同为保健酒的永州异蛇酒亦逊色得多,其包装设计未突出自身产品的个性特征和当地文化特色,更谈不上先进品牌整合营销的现代理念。倘若永州异蛇酒依然采用模仿伪套的包装设计和传统的营销模式,必难以开辟更大市场,顶多也就是“永州”的异蛇酒,湖南的二流品牌而已。本文以永州异蛇酒的包装为切入点进行研究,从包装的设计及其品牌整合营销策略上展开论证,旨在为永州异蛇酒包装的设计及其品牌整合营销实施提出一些有建设性的建议及对策。本文研究的内容分为四部分: 第一章,绪论。主要是借助于图书期刊和互联网的的大量文献资料,对本课题的研究背景、研究目的和意义、现有研究成果进行了深入的分析,并对本文的主要研究内容(论文的框架)做了简要的介绍。第二章,包装与品牌整合营销的关联理论概述,即包装与品牌整合营销的关系。本章旨在为本课题的研究提供必要的理论铺垫,笔者认为包装与品牌的整合营销此两者是统一的:品牌的定位、营销理念决定着商品包装的个性与文化内涵,而包装的视觉广告效应又能反作用于商品品牌推广,提升了品牌价值和产品美誉度。第三章,永州异蛇酒包装的设计及其品牌整合营销的现状与问题。本章在基本理论概述的基础上,主要阐述永州异蛇酒包装在设计上的不足与品牌整合营销的问题,分别从包装造型、色彩、标识,以及情感传达方面等对其做了详尽的诠释与解读。第四章,永州异蛇酒包装的设计及其品牌整合营销的对策与建议。该部分作为论文的核心部分,着墨较多。本章针对上章提出的问题,提出几点可行性的建议(对策)。即包装造型上,要将实用与形式之美感结合得当;包装色彩上,要在传统的基础上介入新的时尚元素,迎合消费市场的趋向;包装标识上,要紧扣主题,体现个性化;包装情感上,深化其保健理念,以期通过这些来设计提升其包装的文化品位,最终突破该酒品牌的营销瓶颈,提高其市场占有份额。最后,对本文的研究进行全面总结,主要阐述本文的研究结果,指出研究的不足,并对本课题今后的研究进展做出展望。
[Abstract]:The concept of "health care" is the core brand value of Yongzhou Isophane Liquor, which is produced in the south of Hunan Province. However, compared with the domestic brands such as "strong wine", "coconut island deer turtle wine" and "Ningxia wolfberry wine", there is no doubt that there is a certain gap between the popularity and reputation of Yongzhou Yishen liquor. From the point of view of packaging design, Yongzhou Yishen wine, which is also a health wine, is also inferior, and its packaging design does not highlight its own product personality and local cultural characteristics, let alone advanced brand integration marketing modern concept. If Yongzhou wine still adopts packaging design and traditional marketing mode, it will be difficult to open up a larger market, that is, "Yongzhou" wine, Hunan's second-rate brand. In this paper, the packaging of Yongzhou wine from the point of view of the packaging design and brand integration marketing strategy for demonstration, The purpose of this paper is to put forward some constructive suggestions and countermeasures for the packaging design and brand integration marketing of Yongzhou Yishen Liquor. The content of this paper is divided into four parts: Chapter one, introduction. Mainly with the help of a large number of books, periodicals and the Internet, the research background, purpose and significance of this topic, the existing research results are deeply analyzed. The main content of this paper (the framework of the paper) is briefly introduced. The second chapter is an overview of the relevance theory of packaging and brand integrated marketing, that is, the relationship between packaging and brand integrated marketing. The purpose of this chapter is to provide the necessary theoretical foundation for the research of this subject. The author thinks that the packaging and the integrated marketing of the brand are unified: the positioning of the brand and the marketing concept determine the individuality and cultural connotation of the commodity packaging. The visual advertising effect of packaging can counteract the promotion of commodity brand and enhance brand value and product reputation. The third chapter, Yongzhou wine packaging design and brand integration marketing status and problems. On the basis of the basic theory, this chapter mainly expounds the deficiency in the design of Yongzhou wine packaging and the problems of brand integration marketing, respectively from the packaging modeling, color, logo, And emotional communication and other aspects of its detailed interpretation and interpretation. The fourth chapter, the design of Yongzhou wine packaging and brand integration marketing countermeasures and suggestions. This part as the core part of the paper, more ink. In view of the problems raised in the previous chapter, this chapter puts forward some feasible suggestions (countermeasures). In packaging modeling, the aesthetic sense of utility and form should be combined properly; on the color of packaging, new fashion elements should be involved on the basis of tradition to cater to the trend of consumer market; In terms of packaging emotion, deepen its concept of health care, in order to design and improve its packaging culture grade, finally break through the bottle neck of the wine brand marketing, improve its market share. Finally, the paper summarizes the research in this paper, mainly expounds the research results, points out the shortcomings of the research, and makes a prospect for the future research progress of this subject.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：J524.2

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