浅谈葡萄酒包装中的品牌形象定位

发布时间：2018-03-10 22:50

本文选题：葡萄酒包装　切入点：品牌定位　出处：《苏州大学》2012年硕士论文　论文类型：学位论文

【摘要】：随着人们生活水平的日益提高，对生活品质的要求也在上升。葡萄酒作为一种饮品,最初从欧美盛行,在外国人眼里,它不仅是一种健康生活的象征，同时高品质的葡萄酒还是身份地位的象征,随之消费市场也在逐年扩大。在国内也形成了一股新的饮酒文化，随处可见葡萄酒的踪迹，而一般人对葡萄酒的了解、认知并不多，在购买之前也会乱了选择,因此在饮用葡萄酒之前有必要先了解有气质的葡萄酒文化与葡萄酒历史，潜移默化之间就了解葡萄酒的高贵之处。现今市面上葡萄酒品牌众多，例如法国葡萄酒帕图斯，波尔多，法国拉斯图尔酒庄等，还有国内的知名品牌张裕、长城，威龙干红等，在市场上竞争激烈。为了争夺葡萄酒市场份额，经销商在广告宣传、包装设计、价格竞争等方面推陈出新，采取了各种不同的营销策略。本文从葡萄酒的设计包装入手，分析葡萄酒的包装偏好，研究葡萄酒包装与品牌定位的关系。在酒品开发过程中，研究如何从包装定位与设计层面出发，根据葡萄酒的品牌定位来设计包装，，从而对葡萄酒的销售形成积极的影响，是本文的研究重点。
[Abstract]:As people's living standards improve, so are the demands on quality of life. As a drink, wine was originally popular in Europe and the United States. In the eyes of foreigners, it is not only a symbol of a healthy life. At the same time, high quality wine is still a status symbol, and the consumer market is also expanding year by year. A new drinking culture has also been formed in China, where wine can be seen everywhere, but most people don't know much about wine. It is necessary to know the culture of wine and the history of wine before drinking wine, and to understand the nobleness of wine between them. There are a lot of wine brands on the market nowadays. For example, French wine, Paolo, Bordeaux, France's Rustol winery, and other well-known domestic brands, such as Changyu, the Great Wall, Veyron dry red wine, are in fierce competition in the market. In order to compete for the market share of wine, dealers are advertising. Packaging design, price competition and other aspects of innovation, adopted a variety of marketing strategies. This paper begins with the design of wine packaging, analyzes the preference of wine packaging, and studies the relationship between wine packaging and brand positioning. In the process of wine product development, it studies how to start from packaging positioning and design. It is the focus of this paper to design the packaging according to the brand orientation of wine, which has a positive impact on wine sales.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524.2

【共引文献】