基于中国女性消费群体的商品包装设计浅析

发布时间：2018-03-24 15:53

本文选题：女性消费群体　切入点：包装设计　出处：《郑州大学》2015年硕士论文

【摘要】：该课题首先分析了我国女性消费群体的特殊性,运用消费心理与行为学等理论概括了我国女性消费群体的心理特点、不同类型以及对影响我国女性消费心理与行为的因素探析;其次,为使研究结果更具时效性、准确性以及实用性,该课题采用问卷调查的形式对我国当代女性消费群体对商品包装设计的心理需求进行调查分析总结,得出我国女性消费群体对商品包装设计个性化、情感化、简洁化、环保复用的心理需求。最后,根据理论分析与问卷调查结果,探索总结基于女性消费群体的商品包装设计的原则与方法。以期体现对我国女性消费群体的人文关怀以及为包装设计者与爱好者提供参考与借鉴。儿童用品、男性用品、老人用品等的包装通常情况下是针对儿童、男性、老人消费群体的心理特点进行设计,而在实际购买活动中,决策者和购买者往往是我国女性消费群体。因此,该课题是以我国女性消费群体的心理特点、心理需求为依据,分析总结各类商品包装的设计原则与方法。有助于经营者准确地分析我国女性消费市场,做出合理的品牌定位以及营销策略,从而赢得女性消费市场,进而赢得消费市场。
[Abstract]:This topic first analyzes the particularity of the female consumer group in our country, and generalizes the psychological characteristics, different types and the factors that affect the female consumption psychology and behavior of our country by using the theories of consumer psychology and behavior. Secondly, in order to make the research results more timely, accurate and practical, this paper uses the form of questionnaire survey to investigate and summarize the psychological needs of the contemporary female consumer groups on commodity packaging design. Finally, according to the results of theoretical analysis and questionnaire survey, the psychological needs of Chinese female consumers to design commodity packaging individualized, emotional, succinct and environmental protection reuse are obtained. To explore and summarize the principles and methods of commodity packaging design based on female consumer groups, in order to reflect the humanistic concern for female consumer groups in China and to provide reference for packaging designers and enthusiasts. The packaging of articles for the elderly is usually designed for the psychological characteristics of children, men and elderly consumers, while in the actual purchasing activities, the decision makers and buyers are often the female consumer groups in our country. Based on the psychological characteristics and psychological needs of female consumer groups in China, this paper analyzes and summarizes the design principles and methods of various kinds of commodity packaging, which is helpful for managers to accurately analyze the female consumption market in China. Make reasonable brand positioning and marketing strategy, so as to win the female consumer market, and then win the consumer market.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：J524.2

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