基于品牌策略下的饮料包装设计研究
发布时间：2019-03-05 11:23
【摘要】： 中国饮料业已成为国内发展最快,品牌后起之秀最多最强的行业之一,具有重要的经济地位。饮料行业市场巨大,但竞争激烈。中国饮料企业如何与越来越多的国外知名品牌相抗衡,在强手如林的饮料市场中占有一席之地,并获得长远发展,最终在激烈的市场竞争中脱颖而出,将是我国饮料行业所面临并急待解决的问题。 产品包装是重要的营销手段,也是品牌策略的具体体现之一。当前,国内饮料市场已从产品消费转变为品牌消费,人们是以识别品牌为购买依据,所以在“品牌消费”的时代背景下,包装设计如何与品牌策略相结合,是饮料包装设计所要研究的重要课题。论文从品牌策略与饮料包装设计的关系入手,通过研究不同类型饮料包装设计的特点,明确品牌策略下饮料包装设计表现品牌策略、展现品牌形象、联动品牌营销、外在形式多样等特征,在理论和事实依据的基础之上,提出了品牌策略下饮料包装设计应遵循系统性、科学性、战略性、创新性的原则,以战略思想为指导、市场需求为导向、满足需求为目标、视觉元素为载体、策略结合为手段的方法,并预测了品牌策略下饮料包装设计的发展趋势。
[Abstract]:China's beverage industry has become one of the fastest growing brands in China, and has an important economic status. The beverage market is huge, but the competition is fierce. How Chinese beverage enterprises compete with more and more well-known foreign brands, occupy a place in the strong-handed beverage market, and obtain long-term development, and finally stand out in the fierce market competition. Will be our country beverage industry faces and urgently needs to solve the problem. Product packaging is an important means of marketing, but also a concrete embodiment of brand strategy. At present, the domestic beverage market has changed from product consumption to brand consumption. People take brand identification as the basis of purchase, so under the background of "brand consumption", how to combine packaging design with brand strategy? It is an important subject to be studied in beverage packaging design. Starting with the relationship between brand strategy and beverage packaging design, this paper studies the characteristics of different types of beverage packaging design, defines the brand strategy of beverage packaging design under brand strategy, displays the brand image, and links up brand marketing. On the basis of theoretical and factual basis, this paper puts forward that beverage packaging design under brand strategy should follow the principles of systematicness, science, strategy and innovation, guided by strategic thought and oriented by market demand. The development trend of beverage packaging design under brand strategy is predicted by the method of satisfying demand, using visual element as carrier and combining strategy as means.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：J524.2
本文编号：2434850
[Abstract]:China's beverage industry has become one of the fastest growing brands in China, and has an important economic status. The beverage market is huge, but the competition is fierce. How Chinese beverage enterprises compete with more and more well-known foreign brands, occupy a place in the strong-handed beverage market, and obtain long-term development, and finally stand out in the fierce market competition. Will be our country beverage industry faces and urgently needs to solve the problem. Product packaging is an important means of marketing, but also a concrete embodiment of brand strategy. At present, the domestic beverage market has changed from product consumption to brand consumption. People take brand identification as the basis of purchase, so under the background of "brand consumption", how to combine packaging design with brand strategy? It is an important subject to be studied in beverage packaging design. Starting with the relationship between brand strategy and beverage packaging design, this paper studies the characteristics of different types of beverage packaging design, defines the brand strategy of beverage packaging design under brand strategy, displays the brand image, and links up brand marketing. On the basis of theoretical and factual basis, this paper puts forward that beverage packaging design under brand strategy should follow the principles of systematicness, science, strategy and innovation, guided by strategic thought and oriented by market demand. The development trend of beverage packaging design under brand strategy is predicted by the method of satisfying demand, using visual element as carrier and combining strategy as means.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：J524.2
【引证文献】
相关期刊论文 前1条
1 陈莹燕;;探析依云瓶装水包装的设计之美[J];包装工程;2012年24期
相关硕士学位论文 前2条
1 赵慧;我国中小饮料企业的品牌提升策略研究[D];北京交通大学;2010年
2 龙佳义;基于人机工程学的饮料类包装容器设计研究[D];湖南工业大学;2012年
，本文编号：2434850
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