新形势下黄鹤楼卷烟品牌设计研究

发布时间：2018-05-29 16:33

本文选题：黄鹤楼 + 卷烟　；参考：《湖北工业大学》2013年硕士论文

【摘要】：随着时代的发展，“品牌”这个词已经扮演着举足轻重的地位。品牌，现在对于一个卷烟企业来说更是如同生命一般重要。对于消费者而言，产品与品牌这两个概念词在某种程度上在消费者眼里已成等号概念，每一款香烟规格与其品牌有着非常直接的联系。卷烟品牌的发展对于一个企业来说是根基，而企业推出的每一个产品则是这个企业的每一片茎叶。湖北烟草从1916年至今已经发展了近100年的历史，其经历过数代高潮迭起。从2003年至今湖北中烟通过梳理品牌脉络主打黄鹤楼品牌宣传战略，创造了一连串销售奇迹，被国家烟草总局的领导评价为为“黄鹤楼品牌，为中国卷烟工业谱写了一个异军突起，后来居上的品牌奇迹。” 本文目的在于对黄鹤楼品牌发展与包装设计形式的研究，结合市场学、包装美学的理念创造更能有效的结合于当前社会形式的更能被消费者接受的规格产品，在已有的黄鹤楼产品中创造新思路制造新样式打造新经典。本文将通过总结黄鹤楼品牌历史，分析黄鹤楼品牌的设计理念及其包含的文化底蕴，并重点解读黄鹤楼品牌的“新古典主义”设计风格；以1916黄鹤楼为案例解码“年份命名”、“东情西韵”、“怀旧基调”、“经典配方”、“创新”、“卓越”这六大关键词。本文将以中国经济和烟草行业的改革为背景，分析当前情形下卷烟品牌的发展困难和发展机遇。当前和未来一段时期，卷烟将从以前追求高端定价、打造天价烟为主的品牌策略回归大众消费人群。由此，香烟的包装设计思路也将随之调整为从消费者需求出发，设计出简约精致的产品包装、在设计中体现人文情怀显得尤为重要。设计师的工作是要告别低成本换取高回报的老想法，带着“杀鸡也要用牛刀”的心态，，设计出精致、有档次、有想法的大众化卷烟消费产品。最后，笔者将通过自行设计的“好运香烟”、“黄鹤楼6号”包装以及包装上增添原创技术类图示的设计来阐述黄鹤楼卷烟品牌今后设计应如何从历史中挖掘品牌价值，并从卷烟自身的技术、原料、配方中挖掘其深刻的营销价值，设计出真正吸引烟民的独有创意规格。
[Abstract]:With the development of the times, the word "brand" has played a pivotal role. Brand, now for a cigarette enterprise is as important as life. To consumers, the concept words "product" and "brand" have to some extent become the concept of equal sign in the eyes of consumers, each cigarette specification has a very direct relationship with its brand. The development of cigarette brand is the foundation for an enterprise, and every product launched by the enterprise is every piece of stem and leaf of the enterprise. Hubei tobacco has been developed for nearly 100 years since 1916. From 2003 to now, Hubei Zhongyan has created a series of sales miracles by combing the brand context leading to the brand promotion strategy of Yellow Crane Tower, which has been evaluated as "Yellow Crane Tower Brand" by the leadership of the State Tobacco Administration. For the Chinese cigarette industry has written a sudden rise, the brand miracle coming from behind. " The purpose of this paper is to study the brand development and packaging design form of Yellow Crane Tower, combining with marketing, packaging aesthetics concept to create more effective integration in the current social form of more consumer acceptable specifications, Create new ideas in existing Yellow Crane Tower products, create new styles and create new classics. This paper will summarize the history of the Yellow Crane Tower brand, analyze the design concept of the Yellow Crane Tower brand and its cultural background, and focus on the interpretation of the "Neo-classicism" design style of the Yellow Crane Tower brand, and take the 1916 Yellow Crane Tower as a case study to decode the "year name". The six key words are East Love and Western Rhyme, nostalgic tone, Classical Formula, Innovation and Excellence. Based on the reform of China's economy and tobacco industry, this paper analyzes the development difficulties and opportunities of cigarette brands in the current situation. At present and in the future, cigarettes will go from the pursuit of high-end pricing, creating a brand strategy dominated by high-priced cigarettes to return to the masses of consumers. As a result, cigarette packaging design will be adjusted to meet the needs of consumers, the design of simple and delicate product packaging, in the design of humanistic feelings is particularly important. The designer's job is to bid farewell to the old idea of low cost in exchange for high returns, with the mentality of "killing chickens and using oxen knives" to design sophisticated, grade, and thoughtful mass cigarette consumer products. Finally, the author will expound how the brand design of the cigarette brand of Yellow Crane Tower in the future should excavate the brand value from history through the self-designed "good luck cigarette", "Yellow Crane Tower 6" packaging and the design of adding original technical graphics on the packaging. And from the cigarette own technology, raw material, formula excavates its profound marketing value, designs the unique creative specification which really attracts the smoker.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.8;J524.2

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