【摘要】：在現(xiàn)代商品競爭越發(fā)激烈的年代，品牌的塑造越來越需要文化性來依托。因此，導入民俗地域文化是品牌塑造的必要。市場現(xiàn)有的牛肉干企業(yè)都幾乎有一定的市場營銷規(guī)模，對產品的包裝形式也不可能有很大的改變。李記牛肉干作為新的品牌，，將采用新的包裝設計形式，基于民俗文化理念的攝入，用以打破現(xiàn)有的市場包裝規(guī)格，以提高人們的消費審美觀，促進資源的有效利用為主要目的。 本課題選擇民俗文化視野下的李記牛肉干包裝設計為研究對象，通過對包裝材料與包裝形式的深入思考，將傳統(tǒng)的民俗地域文化攝入其中，本著健康、環(huán)保、新穎的原則，最大限度地激發(fā)消費者的認同感，從而刺激消費者的購買欲望，致力于從包裝材料、包裝形式以及品牌策劃等方面對牛肉干包裝設計做一個全新的嘗試，給牛肉干包裝行業(yè)提供一個新的設計探索方向。
[Abstract]:In the era of more and more fierce competition of modern commodities, brand building needs more and more cultural support. Therefore, the introduction of folk culture is necessary for brand building. The existing beef jerky enterprises almost have a certain marketing scale, and it is impossible to change the packaging form of the products. Li Ji beef jerky as a new brand will adopt a new packaging design form based on the concept of folk culture intake in order to break the existing market packaging specifications to improve people's consumption aesthetic and promote the effective use of resources as the main purpose. This topic chooses the Li Ji beef jerky packaging design under the folk custom culture vision as the research object, through the thorough thought to the packing material and the packing form, ingested the traditional folk custom regional culture among them, in line with the health, the environmental protection, the novel principle, In order to stimulate consumers' sense of identity and stimulate consumers' desire to buy, they are committed to making a new attempt on the design of beef jerky packaging from the aspects of packaging materials, packaging form and brand planning, etc. To provide a new design exploration direction for beef jerky packaging industry.
【學位授予單位】：湖南工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：TB482

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本文編號：2145108