“黄鹤楼”品牌异型烟包装创新设计研究

发布时间：2018-03-11 02:04

本文选题：黄鹤楼品牌　切入点：异型盒包装　出处：《湖北工业大学》2010年硕士论文　论文类型：学位论文

【摘要】：随着国内卷烟品牌的区域集中和改革,各大厂家竞争更加激烈,都想要提升市场占有率,不论从烟草质量还是包装上都进行了大胆的改革创新。目前的卷烟包装已经大大地突破了传统包装储藏,运输的基本功能,转向了诸如展示、广告、促销和防伪等更多新的功能。因此,卷烟包装也从基本的保护产品的作用提升为以品牌价值引领市场的作用。高质量,高水品的包装对提升烟草产品的附加值、增强产品竞争力、增加市场占有率,开拓国际市场起着至关重要的作用。本课题的主要内容就是对”黄鹤楼”品牌异型烟包装创新设计的研究,研究其新,奇,特的异型烟包装设计,异型烟包装的设计理念及其发展方向,实现人性化,绿色环保的设计在烟包装上面的体现,满足消费群体日益增长的文化需求.将具有地域特色的黄鹤楼品牌,以人性化的开启方式,新颖独特的包装造型,配合绿色环保理念来提升品牌价值。在研究生学习期间,我参与导师在黄鹤楼烟包装开发设计项目的设计过程中,通过对黄鹤楼品牌异型烟包装的研究,发掘了异型烟包装对提升品牌价值有很重要的现实意义,发现符合市场需求的人性化,绿色环保的设计,提升黄鹤楼品牌的价值,更好的占领市场。进而研究黄鹤楼品牌异型烟包装的市场定位,设计定位,及创新设计。运用包装力学,人性化设计,环保化设计的理念创造黄鹤楼品牌易于消费者接受的异型烟包装设计。
[Abstract]:With the regional concentration and reform of domestic cigarette brands, the competition among major manufacturers has become more intense, and they all want to increase their market share. Both in terms of tobacco quality and packaging, bold innovation has been carried out. The current cigarette packaging has greatly broken through the basic functions of traditional packaging, storage and transportation, and has shifted to such functions as display, advertising, Promotion and anti-counterfeiting and other new functions. Therefore, cigarette packaging also from the role of basic protection products to the role of brand value leading the market. High quality, high water packaging to enhance the added value of tobacco products, Enhancing the competitiveness of products, increasing market share, and opening up the international market play a vital role. The main content of this subject is to study the innovative design of "Yellow Crane Tower" brand special-shaped cigarette packaging, to study its new, unusual and special special type cigarette packaging design, the design concept and development direction of special type cigarette packaging, and to realize humanization. Green design on the top of the tobacco packaging, to meet the growing cultural needs of consumer groups. Will have regional characteristics of the Yellow Crane Tower brand, with a humanized opening way, novel and unique packaging modeling, Cooperate with the concept of green environmental protection to enhance brand value. During my graduate study, I participated in the design process of the Yellow Crane Tower cigarette packaging development project. Through the research on the Huanghe Tower brand special cigarette packaging, I discovered that the abnormal tobacco packaging has very important practical significance to enhance the brand value. It is found that the humanization of the market, the design of green environmental protection, the promotion of the value of the Yellow Crane Tower brand, the better occupation of the market, and the further research on the market positioning and design positioning of the special type cigarette packaging of the Yellow Crane Tower brand. And innovative design. Using packaging mechanics, humanized design, environmental protection design concept to create the yellow crane tower brand easy to consumer acceptance of special cigarette packaging design.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：J524.2

【引证文献】