基于国家经济战略下的品牌茶叶礼品包装设计研究

发布时间：2018-05-03 12:28

本文选题：国家经济战略 + 茶文化　；参考：《天津理工大学》2017年硕士论文

【摘要】：茶来源于自然,根植于中国的沃土,承载着历史的积淀和文化的底蕴,流传至今仍以不同的姿态出现在日常生活中。当今市场时尚新颖的现代理念逐步融入到传统的茶道文化领域,茶所兼具的价值已由物质层面扩散到精神意识形态中,茶背后所容纳的意义和附加值在现今社会中已远远超出了茶本身所承载的定义值,茶和茶文化对中国和世界做出巨大的贡献。随着茶文化的传播和茶叶的流通,从中国饮茶习俗的开始茶叶包装便初见端倪。面对市场经济的发展,茶叶包装设计也焕发出新的生命力,更多向品牌化、国际化的方向发展。当今,习近平总书记提出的“一带一路”经济战略,是对国家经济发展的创新性规划,在茶叶发展领域,为中国茶文化的传播提供了更便捷的渠道,对茶叶包装设计的创新提供了更多的动力,为我国创建优秀茶叶品牌提供了更广阔的市场。茶行业面对机遇与挑战,一定要顺应时代的发展,提高品牌的竞争力,创新性开发新型产品,调整营销策略,树立起我国茶叶品牌在世界的影响力。这样才能有利于中国茶文化的传播,体现我国的文化自信。在此背景下,本课题对于品牌茶叶礼品包装设计进行研究,以中国茶文化与“一带一路”的历史渊源和现实意义作为出发点,对比分析国内外茶叶包装现状以及优秀茶叶品牌的优势与弊端。调研“一带一路”沿线国家的饮茶文化和包装设计特点,分析出我国创建“一带一路”茶叶礼品包装设计对策,以及在茶叶包装设计中如何将传统文化与现代设计相结合,既表现中国传统文化内涵又得到国外市场的认可,达到包装的文化性、实用性、审美性的有机结合。
[Abstract]:Tea comes from nature, rooted in the fertile soil of China, bearing the accumulation of history and culture, and still appears in daily life with different attitude. The modern concept of fashion and novelty in the market is gradually integrated into the traditional tea culture, and the value of tea has spread from the material level to the spiritual ideology. The meaning and added value behind tea has far exceeded the definition of tea itself. Tea and tea culture have made great contributions to China and the world. With the spread of tea culture and the circulation of tea, tea packaging began in China. In the face of the development of market economy, tea packaging design also radiates new vitality, more to brand, the direction of internationalization. Today, General Secretary Belt and Road's "Belt and Road" economic strategy is an innovative plan for the country's economic development. In the field of tea development, it provides a more convenient channel for the dissemination of Chinese tea culture. It provides more impetus for the innovation of tea packaging design and provides a wider market for the establishment of excellent tea brands in China. In the face of opportunities and challenges, the tea industry must conform to the development of the times, improve the competitiveness of brands, develop new products innovatively, adjust marketing strategies, and establish the influence of Chinese tea brands in the world. Only in this way can we benefit the spread of Chinese tea culture and embody our cultural self-confidence. Under this background, this topic carries on the research to the brand tea gift packaging design, taking the Chinese tea culture and "Belt and Road" historical origin and the realistic significance as the starting point. The present situation of tea packaging at home and abroad and the advantages and disadvantages of excellent tea brands are compared and analyzed. The characteristics of tea drinking culture and packaging design in the countries along the route of Belt and Road are investigated, and the countermeasures to create the tea gift packaging design in China are analyzed, and how to combine the traditional culture with the modern design in the tea packaging design is analyzed. It not only expresses the connotation of Chinese traditional culture, but also gets the approval of foreign market, and achieves the organic combination of cultural, practical and aesthetic characteristics of packaging.
【学位授予单位】：天津理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524.2

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