基于消费心理模式下的我国卷烟包装设计研究

发布时间：2018-05-31 14:15

本文选题：卷烟包装设计 + 消费心理　；参考：《湖南工业大学》2007年硕士论文

【摘要】： 我国是一个卷烟生产和消费大国,截止到2005年12月,卷烟行业在产卷烟品牌为203个,4个品牌卷烟牌号年销量超过百万大箱,烟草制造行业累计资产达3282.64亿元,是目前世界上销量最大、牌号最多的卷烟消费市场。面对品牌众多的卷烟市场,消费者的购买行为有很大的选择性,而这种选择性正是某些牌号卷烟畅销,某些牌号滞销的重要原因。从心理学方面的理论我们可以知道:任何消费者购买商品,都要通过自己对这一品牌的印象进行综合分析,才决定是否购买,而卷烟的品牌、包装和广告正是对消费者产生心理作用的主要线索,也是卷烟市场营销活动的重要工具。近几年,我国卷烟包装有了很大发展,有些卷烟包装远远超过了一些国际著名品牌的卷烟包装水平。但同时也存在一些问题:首先是部分卷烟企业过于追求豪华卷烟包装,卷烟包装档次越来越高,造成卷烟包装材料在产品成本中占有非常大的比例;其次是不可降解铝箔、金银卡纸、镜面纸等其它非环保材料的使用日益增多,这些包装物废弃后难以回收利用、难以降解,造成环境污染和资源浪费;再次是这些高档材料的使用降低了包装机的速度和效率。随着我国加入WTO后对外开放的不断扩大和《烟草控制框架公约》的签署,卷烟行业正面临着许多新机遇、新挑战、新课题,特别是《公约》的签署,将对卷烟包装的影响更为深远,对商标设计、印刷工艺、卷烟包装材料及机械设备等提出了更高要求。各卷烟企业如何改善卷烟包装,使其既增加产品竞争力,又符合国际潮流和法律法规,是卷烟企业必须面对的现实而又紧迫的问题。本文主要依据国家烟草专卖局、国家信息中心、国务院发展研究中心、国家统计局等权威渠道数据,同时采用中心大量的产业数据库以及对卷烟行业所进行市场调查和相关文献资料的搜集,综合运用定量和定性的分析方法撰写而成。主要阐述卷烟产品与消费者之间的“桥”——卷烟包装设计,这座“桥”的外观给人的第一印象往往直接关系到该产品的销量。可以说,包装是否得体,会影响消费者的消费心理,而消费心理与消费习惯有着不可分割的联系。习惯一经形成,将出现固有的消费心理模式。这种模式的出现意味着这一产品有了固定的消费群体。此外,在卷烟包装设计的研究中具有第二座“桥”,即消费者的消费心理与卷烟包装设计之间的关系问题。简言之,二者之间存在着影响与被影响和客体对主体的反影响的辨证关系。本文将结合设计学和消费心理学的理论、知识和方法,尤其在综合两类学科的交叉基础上,对卷烟包装的设计、消费、品牌和文化影响力进行分析,并试图通过卷烟包装设计的主体研究后,进而扩展至市场研究和中外卷烟的包装和广告的比较研究。希望通过这种学科交叉研究的尝试,梳理出当下我国卷烟包装与卷烟市场间存在的问题、面临的机遇,以及解决问题和合理的持续发展的构想。
[Abstract]:China is a big country in cigarette production and consumption. By the year of December 2005, the cigarette industry produced 203 cigarette brands, 4 brands of cigarette brands sold more than millions of big boxes, and the total assets of the tobacco manufacturing industry reached 328 billion 264 million yuan, which is the largest sales market in the world and the most famous brands of cigarettes. In the field, the purchase behavior of consumers is very selective, and this selectivity is the important reason for some brands of cigarettes to be sold well and some of the brands are unsalable. From the psychological theory we can know that any consumer buys goods through a comprehensive analysis of the impression of this brand to decide whether to buy, and cigarettes Brand, packaging and advertising are the main clues to the psychological function of consumers, and they are also important tools for cigarette marketing activities.
In recent years, there has been a great development in cigarette packaging in China. Some cigarette packages are far beyond the packaging level of some famous international brands. But at the same time, there are some problems: first, some cigarette enterprises are overly pursuing Deluxe cigarette packaging, and the packing grade of cigarettes is becoming higher and higher, causing cigarette packaging materials to occupy the cost of products. The second is the increasing use of non degradable aluminum foil, gold, silver paper, mirror paper and other non environmental materials, which are difficult to be recycled after they are abandoned, and are difficult to degrade, cause environmental pollution and waste of resources. Again, the use of these high-grade materials reduces the speed and efficiency of the packaging machine. With China's entry into the WTO The continuous expansion of opening to the outside world and the signing of the tobacco control framework convention, the cigarette industry is facing many new opportunities. New challenges, new topics, especially the signing of the Convention, will have a more far-reaching impact on cigarette packaging, and higher requirements for trademark design, printing technology, cigarette packaging materials and mechanical equipment. It is a realistic and urgent problem for cigarette companies to improve cigarette packaging so as to increase their competitiveness and conform to international trends and laws and regulations.
This article is mainly based on the National Tobacco Monopoly Bureau, the National Information Center, the State Council Development Research Center, the National Bureau of statistics and other authoritative sources, at the same time, it adopts a large number of industrial databases and the collection of market investigation and related literature on the cigarette industry, and is composed of a comprehensive quantitative and qualitative analysis method. To explain the "bridge" between the cigarette product and the consumer, the design of cigarette packaging, the first impression of the "bridge" is often directly related to the sales of the product. It can be said that the proper packaging will affect the consumer's consumption psychology, and the consumption psychology has an inseparable connection with the habit of eliminating the expense. The emergence of this model means that this product has a fixed consumer group.
In addition, there are second "bridges" in the study of cigarette packaging design, that is, the relationship between consumer psychology and cigarette packaging design. In short, there is a dialectical relationship between the influence and the influence of the two and the object's anti influence on the subject. This article will combine the theory of planning and consumer psychology, knowledge and methods, In particular, the design, consumption, brand and cultural influence of cigarette packaging are analyzed on the basis of the cross section of two kinds of disciplines. After the study of the main body of cigarette packaging design, the paper then extends to the comparative study of the market research and the packaging and advertising of Chinese and foreign cigarettes. The problems existing in China's cigarette packaging and cigarette market, the opportunities they face, and the concept of solving problems and rational sustainable development.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：J524.2

【引证文献】