“酱来食”拌饭酱在销售渠道的视觉设计分析

发布时间：2018-03-08 17:08

本文选题：移动互联　切入点：电商　出处：《河北大学》2017年硕士论文　论文类型：学位论文

【摘要】：电子科技的迅猛发展加速了我们对于信息的获取速度并增加了我们对信息的获取渠道,正是由于电子信息的迅猛发展让我们和信息之间的交流变得更加直接、更加频发,在这一过程中我们也获取了相当一部分的信息,这些也为我们在消费时提供了许多的参考资料。在尼尔森的调查结果中得出,对用户线上购买影响最大的是亲朋好友的介绍,而这些建议通常来自于微信,微博等社交平台。电商迅速发展的同时,不仅仅带动了全新的商品交易模式的兴起,也由于它的方便、快捷等特性逐渐影响着消费者的传统购物理念。但现阶段仍有一大部分消费者在许多情况下依然会选择线下的购物,所以在对商品销售渠道的分析把控时还是不能厚此薄彼,有所偏差。应总揽全局,双向推进,全面系统的将商品向前推进市场当中。在现实生活中各大商超的货架上琳琅满目摆放着各种各样的商品,于是消费者在进行选择时就有了多重选择的机会。在消费过程中,一个消费者的购买行为可能并不是出于对商品功能的需要,而仅仅是美丽的外观制造的情感体验让他怦然心动。所以在销售环节对品牌视觉上的设计尤为重要。在此背景下,本文以真实案例——酱来食拌饭酱这个品牌的视觉设计全过程,真实、生动地,全面剖析研究对象,最终将总结出在商品销售的过程上品牌的视觉设计技巧。为商品在今后的市场营销中摸索出更有针对性,行之有效的视觉展现方式。从而提升商品竞争力和企业的宏观影响力,为企业能够在竞争激烈的市场经济的海洋里助力,任其在市场经济的洪流中一路畅行。文章由四部分组成,第一部分是对行业背景的调查分析并阐述了研究对象的目的和意义;第二部分将以酱来食拌饭酱为例从商品在销售渠道中的视觉设计全过程,深入剖析品牌视觉展现的重要性及意义;第三、四部分从商品的未来市场营销方式和消费者的视觉体验入手再次加深视觉符号在市场中的着重性这一概念。通过以上分析,愿对商品市场上的品牌视觉设计提供一定的参考。
[Abstract]:The rapid development of electronic technology has accelerated the speed of our access to information and increased our access to information. It is precisely because of the rapid development of electronic information that the communication between us and information becomes more direct and frequent. In the process, we also get quite a bit of information, which also provides us with a lot of reference materials when we consume. In Nielsen's findings, it is the introduction of friends and relatives that has the greatest impact on the online purchase of users. These suggestions usually come from social platforms such as WeChat, Weibo, etc. The rapid development of e-commerce has not only led to the rise of a completely new commodity trading model, but also because of its convenience. Speed and other characteristics are gradually influencing consumers' traditional shopping philosophy. However, at this stage, a large proportion of consumers still choose offline shopping in many cases, so in the analysis of the distribution channels of commodities, we should not favour one side or the other. There are deviations. The overall situation should be taken care of, two-way promotion, comprehensive and systematic forward to the market. In real life, there are a wide variety of goods on the shelves. In the process of consumption, a consumer's purchase behavior may not be due to the need for the function of the goods. But it is only the emotional experience of beautiful appearance that makes him feel excited. So it is particularly important to the visual design of the brand in the sales link. In this context, this article uses the real case-sauce to the whole visual design process of rice sauce brand. Real, vivid, comprehensive analysis of the object of study, will eventually sum up the brand in the process of commodity sales visual design skills, for the future in the marketing of goods to explore more targeted, Effective visual presentation. Thus enhancing the competitiveness of commodities and the macro influence of enterprises, enterprises can help in the ocean of competitive market economy. The article consists of four parts. The first part is the investigation and analysis of the background of the industry and the purpose and significance of the research object. The second part will take the sauce as an example to analyze the importance and significance of brand visual display from the whole process of commodity visual design in the sales channel. The fourth part is to deepen the concept of the emphasis of visual symbol in the market from the perspective of the future marketing mode of commodities and the visual experience of consumers. Through the above analysis, we would like to provide some reference for the visual design of brand in the commodity market.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524

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