孝感米酒包装再设计研究

发布时间：2018-06-10 20:23

  本文选题：包装再设计 + 孝感米酒　； 参考：《中南民族大学》2015年硕士论文

【摘要】：孝感米酒是湖北省的著名特色传统食品,因为色泽白玉、清香袭人、味道甜美等特点而闻名中外。近年我国经济快速发展,人民物质生活水平迅速提高,无论是吃的还是穿的都是应有尽有,可谓“只有你想不到,而没有你买不到”。消费者对于食品的种类、口感和包装设计等提出了更高的要求。另外,米酒在人们心目中仍然属于一种节令性食品,大多数人也只是在元宵节、春节等传统节日才会想起来。这些因素都促使孝感米酒在营销策略,产品开发,包装设计上作出巨大的调整和创新。包装的再设计研究主要是为了帮助产品提升消费价值,增加销售量,从而树立企业品牌形象,激发消费者对产品的认同感和购买欲,进一步培养潜在的消费群体,是包装设计中典型性和代表性的设计实践活动。本文将对孝感米酒包装再设计进行研究,分析总结目前包装存在的问题,给以可行性的策略和元素应用的规律,并为其包装的改良创新提供实例参考。希望通过对其包装设计的研究,能给企业带来一些启示和可行性策略,为孝感米酒这一老字号食品注入新的动力。在课题开展之前,笔者首先查阅了大量关于传统食品包装再设计的相关文献资料;然后到各个博物馆进行考察,了解孝感的米酒文化和相关的“孝”文化和米酒文化的知识;另外,还对孝感米酒的消费情况、孝感米酒现有包装现状进行了市场调查和深入分析,总结出其目前市场上包装存在的问题,然后根据该产品地域特色、市场定位等进行了有针对性的再设计。第一部分主要介绍了研究背景、目的、意义和国内外研究现状,并说明了本文的主要的研究方法。第二部分对孝感米酒的历史及文化进行了概述,对国内各个时期不同的米酒包装演化做了总结,并对孝感米酒的发展现状和趋势做出了分析。对目前孝感米酒存在市场管理无序,各企业间差距大而品牌观念有相对落后的现象,笔者提出要在品牌整体设计和产品细分上下功夫,结合地域文化和包装创新设计为其开辟新的天地。第三部分对目前孝感米酒的包装做了具体的市场调研,包括问卷调查、访谈调研和现有品牌的包装设计调查等,总结出其包装存在的问题,主要表现在图形缺乏地域特色,市场分类粗略简单,包装材料陈旧粗糙,色彩表达过于保守和字体设计缺乏内涵等方面。第四部分主要介绍了对孝感米酒进行包装再设计的策略,主张突出孝文化和米酒文化的特色和内涵,以系列化包装和准确的品牌定位为依托,最后结合笔者设计的实例为参考,对包装中的各个元素加以具体说明和总结。
[Abstract]:Xiaogan rice wine is a famous traditional food in Hubei province. In recent years, with the rapid development of our economy and the rapid improvement of the people's material standard of living, everything we eat or wear can be described as "only you can't think of it, but you can't buy it without it." Consumers put forward higher requirements for food types, taste and packaging design. In addition, rice wine is still considered a kind of seasonal food, most people only in Lantern Festival, Spring Festival and other traditional festivals will come to mind. These factors urge Xiaogan rice wine to make great adjustment and innovation in marketing strategy, product development and packaging design. The re-design research of packaging is mainly to help the products to enhance the consumption value, increase the sales volume, thus set up the enterprise brand image, stimulate the consumers' identity and desire to buy the products, and further cultivate the potential consumer groups. Packaging design is typical and representative design practice activities. In this paper, the re-design of Xiaogan rice wine packaging is studied, the problems existing in packaging are analyzed and summarized, the feasible strategies and the rules of application of elements are given, and an example is provided for improving and innovating the packaging of Xiaogan rice wine. It is hoped that the research on packaging design can bring some enlightenment and feasible strategies to the enterprises and inject new impetus into the Xiaogan rice wine, an old brand of food. Before the development of the project, the author first consulted a large number of relevant documents on the redesign of traditional food packaging, and then went to various museums to investigate the rice wine culture of Xiaogan and the related knowledge of "filial piety" culture and rice wine culture. In addition, the consumption of Xiaogan rice wine, the present packaging situation of Xiaogan rice wine were investigated and analyzed deeply, the problems of packaging in the current market were summarized, and then according to the regional characteristics of the product, The market orientation and so on have carried on the pertinence redesign. The first part mainly introduces the research background, purpose, significance and research status at home and abroad, and explains the main research methods of this paper. In the second part, the history and culture of Xiaogan rice wine were summarized, the packaging evolution of Xiaogan rice wine in different periods in China was summarized, and the development status and trend of Xiaogan rice wine were analyzed. At present, Xiaogan rice wine has disordered market management, wide gap among enterprises and relatively backward brand concept. The author puts forward that efforts should be made in brand overall design and product segmentation. Combined with regional culture and packaging innovation design to open up a new world. The third part of the current Xiaogan rice wine packaging specific market research, including questionnaires, interviews and existing brand packaging design survey, summed up its packaging problems, mainly in the lack of regional characteristics of graphics, The market classification is rough, the packing material is old and rough, the color expression is too conservative and the font design lacks the connotation and so on. The fourth part mainly introduced the strategy of packaging redesign of Xiaogan rice wine, advocated to highlight the characteristics and connotation of filial piety culture and rice wine culture, relying on serialized packaging and accurate brand positioning, and finally combined with the author's design examples for reference. To the packaging of each element to be specific description and summary.
【学位授予单位】：中南民族大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：TS206.2
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本文编号：2004481