山芽芽笋制品包装设计研究

发布时间：2017-12-31 07:17

本文关键词：山芽芽笋制品包装设计研究　出处：《浙江理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：浙江山芽芽食品有限公司位于中国著名的竹乡—浙江安吉，隶属于中日合资企业东之光食品有限公司旗下。山芽芽笋制品是采用日本进口加工技术，再加上其得天独厚的地理环境，使其在笋制品竞争对手中处于优势地位。山芽芽笋制品包装设计，这是笔者的一个真实的课题，其次是高端（中日合资企业），再者是要求笔者自己发挥，这就具有很强的学术性。其研究的目的是通过对笋制品包装的调查，与同类企业进行比较，对山芽芽笋制品的包装进行设计，提高及改进企业形象。包装属于整个企业产品的营销环节，代表着企业文化，又能传达当地传统文化，意义重大。安吉历史悠久，有世界上种类最全，面积最大的竹类公园—安吉竹子博览园和展示竹之文明史的全国唯一的中国竹子博物馆。本文通过调查分析的研究方法，调研企业本身文化、企业竞争状况、文献阅读、目标市场，明确自己的主要任务，把所有的调查研究通过包装的形式直观的展现出来。第一阶段从2012年9月到2012年12月：确定研究课题，完成开题报告。从第一阶段主要得知，本课题‘来源’为地方传统风味小吃‘任务’是从品牌策划切入并最终呈现于在包装成果中。第二阶段从2013年1月到2013年7月：通过调研得出结论。结论：通过调研分析，找出惊雷笋威胁点：价格低，品牌推广成熟。山芽芽机会点：山芽芽笋品质保证-日本进口加工技术，保证天然滋味。色彩定位、图形来源与设计等。第三阶段从2013年8月到2013年12月：整理研究成果，做出毕业设计。从欣赏角度说，山芽芽笋制品包装设计映射企业的发展历程、记录企业创新产品的点点滴滴；更具有极高的艺术水准和收藏价值、更蕴涵着设计师独特的创意和艺术风格。从研究角度说，山芽芽笋制品包装设计必定是撷取当时最为流行、最为典型，也最具吸引力、号召力的文化符号来作为信息传播载体，，反映当时当地的社会政治、经济与传统文化的内涵。通过对其进行系统而全面的研究，可以加深对安吉笋制品的认识和理解，其设计手法对包装设计的推动有一定的现实意义。这也是本文研究意义的所在。
[Abstract]:Zhejiang Shanya Bud Food Co., Ltd. is located in China's famous bamboo township-Zhejiang Anji, belonging to the Sino-Japanese joint venture Dongzhiguang Food Co., Ltd. In addition, with its unique geographical environment, it is in an advantageous position in the competition of bamboo shoot products. Packaging design of shoot shoot products is a real topic for the author, followed by high-end (Sino-Japanese joint venture). The purpose of the research is to design the packaging of the bamboo shoot products through the investigation of the packaging of bamboo shoot products and the comparison with the similar enterprises. The packaging belongs to the marketing link of the whole enterprise product, represents the enterprise culture, and can convey the local traditional culture, which is of great significance. Anji has a long history, has the largest variety of bamboo parks in the world-Anji Bamboo Expo Park and the only Chinese bamboo museum showing the history of bamboo civilization. Research the enterprise's own culture, enterprise competition, literature reading, target market, clear their main tasks. The first stage from September 2012 to December 2012: determine the research project, complete the report. From the first stage of the main information. This topic "source" for the local traditional flavor snack 'task' is from the brand planning cut into and ultimately appear in the packaging results. The second stage from January 2013 to July 2013:. Conclusion: through investigation and analysis. Find out the threat point: the price is low, the brand promotion is mature. The opportunity point of the mountain bud: the quality assurance of the mountain bud shoot-Japan imports the processing technology, guarantees the natural taste. The color localization. The third stage from August 2013 to December 2013: collate the research results and make graduation design. From the perspective of appreciation, the packaging design of shoot shoot products mapping the enterprise's development process, records the enterprise's innovative products bit by bit; Also has the extremely high artistic standard and the collection value, but also contains the designer's unique creativity and artistic style. From the research point of view, the packaging design of shoot shoot products must be the most popular, the most typical, the most attractive, the most appealing cultural symbols as the carrier of information dissemination. Reflect the local social politics, economy and the connotation of traditional culture. Through a systematic and comprehensive study, we can deepen the understanding and understanding of Anji bamboo shoot products. Its design method has certain practical significance to the promotion of packaging design, which is also the significance of this study.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TS206.2;TS255.5

【参考文献】