益源庆品牌与同类产品包装设计对比分析
发布时间：2018-10-23 08:00
【摘要】：老品牌也称为“老字号",它不仅是我们中华民族世代传承下来的优秀产品,同时也凝聚着我们民族的历史与深厚的文化底蕴,汇聚着我国人民的感情,今天在商业高度发达的时代,面对不断扩大的市场与机会,品牌间的竞争也更加激烈。在机遇与挑战并存的时代,如何面对强大的同类新、老产品的冲击中,更好的保存与发展品牌扩大市场,是“老字号”必须面对的问题,同时也为设计者提出了新的课题。本文通过文献查阅、市场考察、资料收集对山西老陈醋益源庆品牌的现状进行多方面分析、研究,并结合市场同类优秀成功品牌,对他们之间在品牌塑造主张、品牌运作、广告推广、以及视觉包装方面进行了全面的对比分析,由此,思考益源庆品牌在参与市场竞争中的生存与发展。不断强化益源庆的文化内涵,品牌特征,在保有地域美、民俗美的同时,赋予益源庆的现代审美观念,探讨在品牌包装设计中传统文化向现代化的转化,亦或传统文化反将现代文化的吸引、吸收。触及交叉学科,在一个更为广阔的平台下研究益源庆品牌的包装。探讨出进行益源庆品牌的包装设计方面方向,为益源庆管理者提供建议,为品牌包装设计者提供可借鉴的参考。以便促进中国其它“老字号”品牌包装设计的发展成熟,帮助“老字号”更好地推向市场,使之能更好为产品服务,获得更好的市场及美誉度,从而促进其全面的发展。
[Abstract]:The old brand, also known as the "old brand," is not only an excellent product inherited from generation to generation by our Chinese nation, but also condenses our nation's history and profound cultural heritage, bringing together the feelings of our people. Today, in the era of highly developed business, the competition between brands is more intense in the face of expanding market and opportunities. In the era of both opportunities and challenges, how to better preserve and develop brands to expand the market in the face of strong new and old products of the same kind is a problem that "old brands" must face. At the same time, it also puts forward a new subject for designers. Through literature review, market investigation and data collection, this paper analyzes and studies the present situation of Shanxi Old vinegar Yiyuanqing Brand in many aspects, and combines with the same outstanding successful brands in the market, to the brand shaping ideas and brand operation among them. Advertising promotion, as well as visual packaging, a comprehensive comparative analysis, from which, Yiyuanqing brand in participating in the market competition survival and development. Constantly strengthen the cultural connotation and brand characteristics of Yiyuan Qing, while preserving the beauty of region and folk custom, endow Yiyuan Qing with the modern aesthetic concept, and probe into the transformation from traditional culture to modernization in the design of brand packaging. Or the traditional culture will attract and absorb the modern culture. Touch cross-disciplinary, in a broader platform to study Yiyuan Qingqing brand packaging. This paper discusses the direction of packaging design of Yiyuanqing brand, provides suggestions for Yiyuanqing managers, and provides reference for brand packaging designers. In order to promote the development and maturity of other "old brand" packaging design in China, help the "old brand" to better push to the market, make it better serve for the products, obtain better market and reputation, thus promote its overall development.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：TB482
本文编号：2288601
[Abstract]:The old brand, also known as the "old brand," is not only an excellent product inherited from generation to generation by our Chinese nation, but also condenses our nation's history and profound cultural heritage, bringing together the feelings of our people. Today, in the era of highly developed business, the competition between brands is more intense in the face of expanding market and opportunities. In the era of both opportunities and challenges, how to better preserve and develop brands to expand the market in the face of strong new and old products of the same kind is a problem that "old brands" must face. At the same time, it also puts forward a new subject for designers. Through literature review, market investigation and data collection, this paper analyzes and studies the present situation of Shanxi Old vinegar Yiyuanqing Brand in many aspects, and combines with the same outstanding successful brands in the market, to the brand shaping ideas and brand operation among them. Advertising promotion, as well as visual packaging, a comprehensive comparative analysis, from which, Yiyuanqing brand in participating in the market competition survival and development. Constantly strengthen the cultural connotation and brand characteristics of Yiyuan Qing, while preserving the beauty of region and folk custom, endow Yiyuan Qing with the modern aesthetic concept, and probe into the transformation from traditional culture to modernization in the design of brand packaging. Or the traditional culture will attract and absorb the modern culture. Touch cross-disciplinary, in a broader platform to study Yiyuan Qingqing brand packaging. This paper discusses the direction of packaging design of Yiyuanqing brand, provides suggestions for Yiyuanqing managers, and provides reference for brand packaging designers. In order to promote the development and maturity of other "old brand" packaging design in China, help the "old brand" to better push to the market, make it better serve for the products, obtain better market and reputation, thus promote its overall development.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：TB482
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相关期刊论文 前2条
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2 翟音;;论日本包装设计的特色与成因[J];装饰;2006年05期
，本文编号：2288601
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