本文選題：永州異蛇酒 + 包裝設(shè)計��； 參考：《湖南師范大學》2009年碩士論文

【摘要】： 永州異蛇酒產(chǎn)于湖南南部,其“保健”概念是核心的品牌價值。然而,相對當前國內(nèi)同類型的“勁酒”、“椰島鹿龜酒”、“寧夏枸杞酒”等品牌營銷而言,永州異蛇酒的知名度與美譽度無疑與之還存在一定差距。單從包裝的設(shè)計來看,同為保健酒的永州異蛇酒亦遜色得多,其包裝設(shè)計未突出自身產(chǎn)品的個性特征和當?shù)匚幕厣?更談不上先進品牌整合營銷的現(xiàn)代理念。倘若永州異蛇酒依然采用模仿偽套的包裝設(shè)計和傳統(tǒng)的營銷模式,必難以開辟更大市場,頂多也就是“永州”的異蛇酒,湖南的二流品牌而已。本文以永州異蛇酒的包裝為切入點進行研究,從包裝的設(shè)計及其品牌整合營銷策略上展開論證,旨在為永州異蛇酒包裝的設(shè)計及其品牌整合營銷實施提出一些有建設(shè)性的建議及對策。 本文研究的內(nèi)容分為四部分: 第一章,緒論。主要是借助于圖書期刊和互聯(lián)網(wǎng)的的大量文獻資料,對本課題的研究背景、研究目的和意義、現(xiàn)有研究成果進行了深入的分析,并對本文的主要研究內(nèi)容(論文的框架)做了簡要的介紹。 第二章,包裝與品牌整合營銷的關(guān)聯(lián)理論概述,即包裝與品牌整合營銷的關(guān)系。本章旨在為本課題的研究提供必要的理論鋪墊,筆者認為包裝與品牌的整合營銷此兩者是統(tǒng)一的:品牌的定位、營銷理念決定著商品包裝的個性與文化內(nèi)涵,而包裝的視覺廣告效應(yīng)又能反作用于商品品牌推廣,提升了品牌價值和產(chǎn)品美譽度。 第三章,永州異蛇酒包裝的設(shè)計及其品牌整合營銷的現(xiàn)狀與問題。本章在基本理論概述的基礎(chǔ)上,主要闡述永州異蛇酒包裝在設(shè)計上的不足與品牌整合營銷的問題,分別從包裝造型、色彩、標識,以及情感傳達方面等對其做了詳盡的詮釋與解讀。 第四章,永州異蛇酒包裝的設(shè)計及其品牌整合營銷的對策與建議。該部分作為論文的核心部分,著墨較多。本章針對上章提出的問題,提出幾點可行性的建議(對策)。即包裝造型上,要將實用與形式之美感結(jié)合得當;包裝色彩上,要在傳統(tǒng)的基礎(chǔ)上介入新的時尚元素,迎合消費市場的趨向;包裝標識上,要緊扣主題,體現(xiàn)個性化;包裝情感上,深化其保健理念,以期通過這些來設(shè)計提升其包裝的文化品位,最終突破該酒品牌的營銷瓶頸,提高其市場占有份額。 最后,對本文的研究進行全面總結(jié),主要闡述本文的研究結(jié)果,指出研究的不足,并對本課題今后的研究進展做出展望。
[Abstract]:The concept of "health care" is the core brand value of Yongzhou Isophane Liquor, which is produced in the south of Hunan Province. However, compared with the domestic brands such as "strong wine", "coconut island deer turtle wine" and "Ningxia wolfberry wine", there is no doubt that there is a certain gap between the popularity and reputation of Yongzhou Yishen liquor. From the point of view of packaging design, Yongzhou Yishen wine, which is also a health wine, is also inferior, and its packaging design does not highlight its own product personality and local cultural characteristics, let alone advanced brand integration marketing modern concept. If Yongzhou wine still adopts packaging design and traditional marketing mode, it will be difficult to open up a larger market, that is, "Yongzhou" wine, Hunan's second-rate brand. In this paper, the packaging of Yongzhou wine from the point of view of the packaging design and brand integration marketing strategy for demonstration, The purpose of this paper is to put forward some constructive suggestions and countermeasures for the packaging design and brand integration marketing of Yongzhou Yishen Liquor. The content of this paper is divided into four parts: Chapter one, introduction. Mainly with the help of a large number of books, periodicals and the Internet, the research background, purpose and significance of this topic, the existing research results are deeply analyzed. The main content of this paper (the framework of the paper) is briefly introduced. The second chapter is an overview of the relevance theory of packaging and brand integrated marketing, that is, the relationship between packaging and brand integrated marketing. The purpose of this chapter is to provide the necessary theoretical foundation for the research of this subject. The author thinks that the packaging and the integrated marketing of the brand are unified: the positioning of the brand and the marketing concept determine the individuality and cultural connotation of the commodity packaging. The visual advertising effect of packaging can counteract the promotion of commodity brand and enhance brand value and product reputation. The third chapter, Yongzhou wine packaging design and brand integration marketing status and problems. On the basis of the basic theory, this chapter mainly expounds the deficiency in the design of Yongzhou wine packaging and the problems of brand integration marketing, respectively from the packaging modeling, color, logo, And emotional communication and other aspects of its detailed interpretation and interpretation. The fourth chapter, the design of Yongzhou wine packaging and brand integration marketing countermeasures and suggestions. This part as the core part of the paper, more ink. In view of the problems raised in the previous chapter, this chapter puts forward some feasible suggestions (countermeasures). In packaging modeling, the aesthetic sense of utility and form should be combined properly; on the color of packaging, new fashion elements should be involved on the basis of tradition to cater to the trend of consumer market; In terms of packaging emotion, deepen its concept of health care, in order to design and improve its packaging culture grade, finally break through the bottle neck of the wine brand marketing, improve its market share. Finally, the paper summarizes the research in this paper, mainly expounds the research results, points out the shortcomings of the research, and makes a prospect for the future research progress of this subject.
【學位授予單位】：湖南師范大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：J524.2

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本文編號：1951065