品牌营销策略下的“豫北粮仓”杂粮包装设计
发布时间：2018-10-23 19:44
【摘要】：随着经济的发展和人民生活水平的提高,各种商品的同质化趋势越来越明显,继商品质量、售后服务之后,商品包装逐渐成为又一个决定商品销售好坏的主导因素。作为我国主要产粮区,我国华北地区在农业食品杂粮方面,具有天然的自然资源和独特的生态环境优势,应当依据当前绿色环保的消费理念,充分利用“包装营销”的新思路开拓产品新市场,把握并创造新一轮的市场商机。本设计以豫北粮仓杂粮商品的包装设计为研究对象,从杂粮商品包装的设计、杂粮品牌的整合以及市场营销策略等方面着手,提出优化包装结构、升级包装材料、创新设计理念、改进包装技术等一些新的设计思路;从理念上将地方区域的文化特色文化整合到包装设计中;从包装结构上创新设计思路,实行差异化、组合型结构设计;从材料选型上选用绿色环保的新技术材料;从印刷制作技术上采用新制作防伪技术。本设计有助于提升产品的包装质量,丰富和拓展五谷杂粮产品内涵,满足不同消费者的差异化需要,提高产品的市场竞争力,推动产品市场营销策略的改进,为豫北粮仓杂粮商品的包装设计和品牌整合营销策略提供建议及对策。
[Abstract]:With the development of economy and the improvement of people's living standard, the homogenization trend of various commodities becomes more and more obvious. After the quality of goods and after-sales service, commodity packaging has become another leading factor to decide the quality of commodity sales. As the main grain producing areas in China, North China has natural resources and unique ecological and environmental advantages in the field of agricultural food and miscellaneous grain. Therefore, it should be based on the current consumption concept of green environmental protection. Make full use of the new idea of "package marketing" to open up new market of products, grasp and create a new round of market opportunities. This design takes the packaging design of grain storehouse in the north of Henan Province as the research object, from the aspects of packaging design, integration and marketing strategy, it proposes to optimize the packaging structure and upgrade the packaging materials. Innovative design ideas, improving packaging technology and other new design ideas; from the concept of the integration of local cultural characteristics into packaging design; from the packaging structure of innovative design ideas, the implementation of differentiation, combination structure design; The new technology of green environmental protection is selected from the selection of materials, and the new anti-counterfeiting technology is adopted from the printing technology. The design is helpful to improve the packaging quality of the products, enrich and expand the connotation of the grain and miscellaneous grain products, meet the different needs of different consumers, improve the market competitiveness of the products, and promote the improvement of the marketing strategy of the products. To provide suggestions and countermeasures for packaging design and brand integration marketing strategy of grain commodities in northern Henan.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：TS206.2
本文编号：2290286
[Abstract]:With the development of economy and the improvement of people's living standard, the homogenization trend of various commodities becomes more and more obvious. After the quality of goods and after-sales service, commodity packaging has become another leading factor to decide the quality of commodity sales. As the main grain producing areas in China, North China has natural resources and unique ecological and environmental advantages in the field of agricultural food and miscellaneous grain. Therefore, it should be based on the current consumption concept of green environmental protection. Make full use of the new idea of "package marketing" to open up new market of products, grasp and create a new round of market opportunities. This design takes the packaging design of grain storehouse in the north of Henan Province as the research object, from the aspects of packaging design, integration and marketing strategy, it proposes to optimize the packaging structure and upgrade the packaging materials. Innovative design ideas, improving packaging technology and other new design ideas; from the concept of the integration of local cultural characteristics into packaging design; from the packaging structure of innovative design ideas, the implementation of differentiation, combination structure design; The new technology of green environmental protection is selected from the selection of materials, and the new anti-counterfeiting technology is adopted from the printing technology. The design is helpful to improve the packaging quality of the products, enrich and expand the connotation of the grain and miscellaneous grain products, meet the different needs of different consumers, improve the market competitiveness of the products, and promote the improvement of the marketing strategy of the products. To provide suggestions and countermeasures for packaging design and brand integration marketing strategy of grain commodities in northern Henan.
【学位授予单位】：湖南工业大学
【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：2290286
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