【摘要】： 中國飲料業(yè)已成為國內發(fā)展最快,品牌后起之秀最多最強的行業(yè)之一,具有重要的經(jīng)濟地位。飲料行業(yè)市場巨大,但競爭激烈。中國飲料企業(yè)如何與越來越多的國外知名品牌相抗衡,在強手如林的飲料市場中占有一席之地,并獲得長遠發(fā)展,最終在激烈的市場競爭中脫穎而出,將是我國飲料行業(yè)所面臨并急待解決的問題。 產(chǎn)品包裝是重要的營銷手段,也是品牌策略的具體體現(xiàn)之一。當前,國內飲料市場已從產(chǎn)品消費轉變?yōu)槠放葡M,人們是以識別品牌為購買依據(jù),所以在“品牌消費”的時代背景下,包裝設計如何與品牌策略相結合,是飲料包裝設計所要研究的重要課題。論文從品牌策略與飲料包裝設計的關系入手,通過研究不同類型飲料包裝設計的特點,明確品牌策略下飲料包裝設計表現(xiàn)品牌策略、展現(xiàn)品牌形象、聯(lián)動品牌營銷、外在形式多樣等特征,在理論和事實依據(jù)的基礎之上,提出了品牌策略下飲料包裝設計應遵循系統(tǒng)性、科學性、戰(zhàn)略性、創(chuàng)新性的原則,以戰(zhàn)略思想為指導、市場需求為導向、滿足需求為目標、視覺元素為載體、策略結合為手段的方法,并預測了品牌策略下飲料包裝設計的發(fā)展趨勢。
[Abstract]:China's beverage industry has become one of the fastest growing brands in China, and has an important economic status. The beverage market is huge, but the competition is fierce. How Chinese beverage enterprises compete with more and more well-known foreign brands, occupy a place in the strong-handed beverage market, and obtain long-term development, and finally stand out in the fierce market competition. Will be our country beverage industry faces and urgently needs to solve the problem. Product packaging is an important means of marketing, but also a concrete embodiment of brand strategy. At present, the domestic beverage market has changed from product consumption to brand consumption. People take brand identification as the basis of purchase, so under the background of "brand consumption", how to combine packaging design with brand strategy? It is an important subject to be studied in beverage packaging design. Starting with the relationship between brand strategy and beverage packaging design, this paper studies the characteristics of different types of beverage packaging design, defines the brand strategy of beverage packaging design under brand strategy, displays the brand image, and links up brand marketing. On the basis of theoretical and factual basis, this paper puts forward that beverage packaging design under brand strategy should follow the principles of systematicness, science, strategy and innovation, guided by strategic thought and oriented by market demand. The development trend of beverage packaging design under brand strategy is predicted by the method of satisfying demand, using visual element as carrier and combining strategy as means.
【學位授予單位】：江南大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：J524.2

【引證文獻】

相關期刊論文 前1條

1 陳瑩燕;;探析依云瓶裝水包裝的設計之美[J];包裝工程;2012年24期

相關碩士學位論文 前2條

1 趙慧;我國中小飲料企業(yè)的品牌提升策略研究[D];北京交通大學;2010年

2 龍佳義;基于人機工程學的飲料類包裝容器設計研究[D];湖南工業(yè)大學;2012年

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本文編號：2434850