从文化式品牌形象塑造谈丛台酒包装设计
发布时间：2018-09-14 14:17
【摘要】：在文化式品牌塑造的过程中,包装设计发挥着重要作用。文章通过研究品牌塑造过程中丛台酒包装设计的状况,总结出包装是诠释丛台酒品牌形象的重要载体,为丛台酒包装的发展提出了建议,将包装设计立足于文化的表现,对实现丛台酒文化式品牌形象,具有重要的现实意义。本文通过对文化式品牌形象塑造的理论研究,结合市场的实地调研,将丛台酒的包装设计作为文化式品牌塑造的切入点,把文化式品牌塑造的理念与丛台酒包装相结合,不仅迎合了消费者的精神文化需求,而且改变了丛台酒包装设计的整体思路、文化表现方式以及对文化的认知;通过对文化概念演变、文化情调以及受众文化心理诉求等方面的分析,体现出文化转向与丛台酒包装设计相辅相成的关系,并总结出丛台酒包装在面对文化转向过程中的优势与不足;进而以丛台酒包装的设计表现为论述依据,分析其包装的多元文化设计与表现形式,体现出丛台酒包装设计的文化魅力,表达了丛台酒在时代发展中对于文化温情的怀念以及帝王气质的追求;最后本人对包装丛台酒文化式品牌形象提出构想,希望丛台酒“文化式品牌”的形象塑造早日实现。
[Abstract]:Packaging design plays an important role in the process of cultural brand shaping. By studying the situation of the packaging design of Cuntai wine in the process of brand shaping, this paper summarizes that packaging is an important carrier for interpreting the brand image of Cuntai wine, and puts forward some suggestions for the development of the packaging of Cuntai wine, and puts forward the packaging design based on the expression of culture. It is of great practical significance to realize the brand image of Cuntai wine culture. Based on the theoretical research of cultural brand image and market field investigation, this paper takes the packaging design of Cuntai wine as the breakthrough point of cultural brand shaping, and combines the concept of cultural brand shaping with the packaging of Cuntai wine. It not only caters to the spiritual and cultural needs of the consumers, but also changes the overall thinking of the packaging design of Cuntai Liquor, the way of cultural expression and the cognition of culture. The analysis of cultural sentiment and audience's cultural psychological demands reflects the complementary relationship between the cultural turn and the packaging design of Cuntai Liquor, and summarizes the advantages and disadvantages of Cuntai Liquor Packaging in the process of facing the cultural turn. On the basis of the design performance of Cuntai wine packaging, the multicultural design and expression form of its packaging are analyzed, which reflects the cultural charm of Cuntai wine packaging design. This paper expresses the nostalgia for cultural tenderness in the development of the times and the pursuit of imperial temperament. Finally, I put forward some ideas on the cultural brand image of the packaging wine, hoping that the image shaping of the "cultural brand" of Cuntai wine will be realized as soon as possible.
【学位授予单位】：河北科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TS261.48
本文编号：2242947
[Abstract]:Packaging design plays an important role in the process of cultural brand shaping. By studying the situation of the packaging design of Cuntai wine in the process of brand shaping, this paper summarizes that packaging is an important carrier for interpreting the brand image of Cuntai wine, and puts forward some suggestions for the development of the packaging of Cuntai wine, and puts forward the packaging design based on the expression of culture. It is of great practical significance to realize the brand image of Cuntai wine culture. Based on the theoretical research of cultural brand image and market field investigation, this paper takes the packaging design of Cuntai wine as the breakthrough point of cultural brand shaping, and combines the concept of cultural brand shaping with the packaging of Cuntai wine. It not only caters to the spiritual and cultural needs of the consumers, but also changes the overall thinking of the packaging design of Cuntai Liquor, the way of cultural expression and the cognition of culture. The analysis of cultural sentiment and audience's cultural psychological demands reflects the complementary relationship between the cultural turn and the packaging design of Cuntai Liquor, and summarizes the advantages and disadvantages of Cuntai Liquor Packaging in the process of facing the cultural turn. On the basis of the design performance of Cuntai wine packaging, the multicultural design and expression form of its packaging are analyzed, which reflects the cultural charm of Cuntai wine packaging design. This paper expresses the nostalgia for cultural tenderness in the development of the times and the pursuit of imperial temperament. Finally, I put forward some ideas on the cultural brand image of the packaging wine, hoping that the image shaping of the "cultural brand" of Cuntai wine will be realized as soon as possible.
【学位授予单位】：河北科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TS261.48
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