山西“宁化府”老陈醋广告策划与设计研究

发布时间：2018-04-28 16:50

本文选题：宁化府 + 老陈醋　；参考：《安徽工程大学》2017年硕士论文

【摘要】：中国是食醋的发源地,山西老陈醋、镇江香醋、福建永春老醋、阆中保宁醋并称为中国的"四大名醋"。作为提起"醋"文化就可以让人联想起来的山西,拥有著名的老字号食醋品牌"宁化府"。宁化府老陈醋源自1377年,曾是皇室特供醋,是山西醋的正宗。本文针对宁化府老陈醋展开深入的研究,充分体会到了老字号品牌拥有的特别优势。首先,宁化府历史悠久,酿造工艺世代相传,材料多样且质量高,产品的种类繁多,功能多样化,分类细致,足以应对各种不同的市场需求。其次,拥有很好的品牌基础和品牌影响力,有良好的消费者基础。针对宁化府老陈醋,从视觉传达方面进行广告策划与品牌的设计,着重从更新产品包装设计,来表现品牌的形象,然后对品牌进行推广。更新产品的包装设计最重要的作用是对品牌典型形象的确立,无论是针对哪一部分消费者,有多少不同产品种类和系列,都要保证产品中关键品牌信息的统一,有树立品牌形象的意识。在包装中确定了品牌产品的直观形象之后,要把其运用于广告策划中。在广告策划中,将主要宣传方式确定为线上线下两种方式,在线下推广中,采用传统的一些平面广告的推广方式,如户外公交和地铁站牌等等。而在线上推广中,除了常规的天猫店铺产品详情页,还可以将广告投放在例如爱奇艺等视频门户网站上。时下共亨单车风靡全国,暂时没有任何广告的投放。针对共享单车的红包车等概念和限时免费车的概念,可以在共享单车的app中投放红包车和免费车赞助广告,对品牌进行宣传和推广。对于传统老字号品牌,在设计的过程中,不是简单的对一些传统文化符号的堆叠,要有选择性的发展优秀的有传统文化内涵的元素来应用,而传统的文化符号也不是原封不动的拿来使用,而是积极的与时代结合,持续发展。而对广告的策划,在信息飞速传递的今天,稳扎稳打的传统宣传方式必不可少,而把握时下新兴事物带来的新媒介,给我们的新体验新感受,将这些新的方式融入当代的设计理念里。
[Abstract]:China is the birthplace of vinegar. Shanxi aged vinegar, Zhenjiang fragrant vinegar, Fujian Yongchun old vinegar, Langzhong Baoning vinegar are called "four famous vinegar" of China. As the mention of "vinegar" culture can be reminiscent of Shanxi, has a famous old-brand vinegar brand "Ninghua Fu." Ninghua old vinegar originated in 1377, was the royal special vinegar, Shanxi vinegar authentic. This article carries on the thorough research to the Ninghua government old vinegar, fully realized the old brand has the special superiority. First of all, Ninghua has a long history, the brewing technology is handed down from generation to generation, the material is diverse and high quality, the product is various, the function is diverse, the classification is meticulous, it is sufficient to deal with various kinds of market demand. Secondly, have very good brand foundation and brand influence, have good consumer base. In view of the old vinegar of Ninghua government, advertising planning and brand design are carried out from the aspect of visual communication. The emphasis is on updating product packaging design to express the image of the brand, and then popularizing the brand. The most important function of packaging design is to establish the typical image of brand. No matter which part of the consumers, how many different product types and series, we must ensure the unity of key brand information in the product. Have the consciousness of establishing brand image. After confirming the visual image of brand product in packaging, we should apply it to advertising planning. In the advertising planning, the main way of propaganda is determined as online and offline, the off-line promotion, the use of some traditional flat advertising promotion, such as outdoor public transport and subway signs, and so on. And online promotion, in addition to the regular Tmall store product details page, but also advertising on video portals such as iqiyi. Nowadays, Heng bicycle is popular all over the country, and there is no advertising for the time being. Aiming at the concept of "Red envelopes" and "time-limited free cars", we can put red envelopes and free cars in the app of shared bikes to promote and promote the brand. For traditional brands, in the process of design, they should not simply stack up some traditional cultural symbols, but should selectively develop excellent elements with traditional cultural connotations to apply. The traditional cultural symbols are not used as usual, but actively combined with the times and developed continuously. And the planning of advertising, in the rapid transmission of information today, the traditional way of steady publicity is essential, and grasp the new media brought by the new things, give us a new experience of new feelings, Incorporate these new ways into contemporary design ideas.
【学位授予单位】：安徽工程大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524.3

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