本文選題：網(wǎng)絡(luò)銷售　切入點：農(nóng)特產(chǎn)品　出處：《浙江農(nóng)林大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著互聯(lián)網(wǎng)的發(fā)展以及網(wǎng)絡(luò)購物的興起，農(nóng)特產(chǎn)品的網(wǎng)絡(luò)銷售已成為重要的營銷手段。作為“無聲推銷員”的包裝依然承擔(dān)商品的促銷功能，對農(nóng)特產(chǎn)品的推廣和銷售起著巨大的作用。因此，研究網(wǎng)絡(luò)銷售的農(nóng)特產(chǎn)品包裝設(shè)計是促進(jìn)銷售、打造品牌的重要環(huán)節(jié)。本文結(jié)合國內(nèi)外研究現(xiàn)狀，通過從網(wǎng)絡(luò)銷售的發(fā)展、網(wǎng)絡(luò)銷售農(nóng)特產(chǎn)品現(xiàn)狀、網(wǎng)絡(luò)銷售農(nóng)特產(chǎn)品包裝現(xiàn)狀與問題展開分析，深入研究網(wǎng)絡(luò)銷售的農(nóng)特產(chǎn)品包裝設(shè)計及意義。通過對本課題的研究，一方面可以為網(wǎng)絡(luò)銷售的農(nóng)特產(chǎn)品包裝設(shè)計提供理論支持，完善現(xiàn)有的農(nóng)特產(chǎn)品包裝設(shè)計理論體系，另一方面希望可以引起農(nóng)業(yè)生產(chǎn)者、經(jīng)營者等更多的關(guān)注網(wǎng)絡(luò)銷售農(nóng)特產(chǎn)品包裝設(shè)計，并且為這一新興的網(wǎng)絡(luò)銷售模式下的農(nóng)產(chǎn)品包裝設(shè)計實踐活動提供一定的指導(dǎo)。 通過本文的研究得出，由于銷售與展示環(huán)境的不同，網(wǎng)絡(luò)銷售的農(nóng)特產(chǎn)品包裝設(shè)計存在一定的差異性，包裝功能更加側(cè)重于保護(hù)產(chǎn)品、展現(xiàn)品牌和體現(xiàn)品質(zhì)感等方面。網(wǎng)絡(luò)銷售農(nóng)特產(chǎn)品包裝設(shè)計一方面要進(jìn)行包裝的規(guī)劃，包括從市場調(diào)研出發(fā)，進(jìn)行消費(fèi)者定位、品牌定位和產(chǎn)品定位，采取產(chǎn)品組合和包裝策略。另一方面要開展農(nóng)特產(chǎn)品的包裝設(shè)計，，包括材料與工藝、造型與結(jié)構(gòu)和視覺設(shè)計，也要依據(jù)用戶體驗與反饋進(jìn)行包裝的改進(jìn)設(shè)計，來更好的滿足消費(fèi)者的購物體驗，傳播品牌價值。
[Abstract]:With the development of the Internet and the rise of online shopping, the network sales of agricultural special products has become an important means of marketing. Therefore, the research on the packaging design of agricultural special products is an important link to promote sales and build brand. This paper combines the domestic and foreign research status, through the development of network sales, This paper analyzes the present situation and problems of network selling agricultural special products, and deeply studies the design and significance of the agricultural special products packaging of network sales. On the one hand, it can provide theoretical support for the packaging design of agricultural special products sold on the network, perfect the existing theoretical system of packaging design of agricultural special products, on the other hand, it hopes to cause agricultural producers. Operators and others pay more attention to the packaging design of agricultural products, and provide some guidance for the practical activities of agricultural product packaging design under this new network selling mode. According to the research of this paper, because of the difference between the selling environment and the display environment, there are some differences in the packaging design of the agricultural special products sold on the network, and the packaging function is more focused on the protection of the products. On the one hand, the packaging design of agricultural special products in network sales should carry out packaging planning, including starting from market research, consumer positioning, brand positioning and product positioning. Adopt product combination and packaging strategy. On the other hand, we should develop packaging design of agricultural special products, including material and technology, shape and structure and visual design, and improve packaging design based on user experience and feedback. To better meet the consumer's shopping experience, spread brand value.
【學(xué)位授予單位】：浙江農(nóng)林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：TB482

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