【摘要】： 中國(guó)飲料業(yè)已成為國(guó)內(nèi)發(fā)展最快,品牌后起之秀最多最強(qiáng)的行業(yè)之一,具有重要的經(jīng)濟(jì)地位。飲料行業(yè)市場(chǎng)巨大,但競(jìng)爭(zhēng)激烈。中國(guó)飲料企業(yè)如何與越來(lái)越多的國(guó)外知名品牌相抗衡,在強(qiáng)手如林的飲料市場(chǎng)中占有一席之地,并獲得長(zhǎng)遠(yuǎn)發(fā)展,最終在激烈的市場(chǎng)競(jìng)爭(zhēng)中脫穎而出,將是我國(guó)飲料行業(yè)所面臨并急待解決的問(wèn)題。 產(chǎn)品包裝是重要的營(yíng)銷(xiāo)手段,也是品牌策略的具體體現(xiàn)之一。當(dāng)前,國(guó)內(nèi)飲料市場(chǎng)已從產(chǎn)品消費(fèi)轉(zhuǎn)變?yōu)槠放葡M(fèi),人們是以識(shí)別品牌為購(gòu)買(mǎi)依據(jù),所以在“品牌消費(fèi)”的時(shí)代背景下,包裝設(shè)計(jì)如何與品牌策略相結(jié)合,是飲料包裝設(shè)計(jì)所要研究的重要課題。論文從品牌策略與飲料包裝設(shè)計(jì)的關(guān)系入手,通過(guò)研究不同類(lèi)型飲料包裝設(shè)計(jì)的特點(diǎn),明確品牌策略下飲料包裝設(shè)計(jì)表現(xiàn)品牌策略、展現(xiàn)品牌形象、聯(lián)動(dòng)品牌營(yíng)銷(xiāo)、外在形式多樣等特征,在理論和事實(shí)依據(jù)的基礎(chǔ)之上,提出了品牌策略下飲料包裝設(shè)計(jì)應(yīng)遵循系統(tǒng)性、科學(xué)性、戰(zhàn)略性、創(chuàng)新性的原則,以戰(zhàn)略思想為指導(dǎo)、市場(chǎng)需求為導(dǎo)向、滿(mǎn)足需求為目標(biāo)、視覺(jué)元素為載體、策略結(jié)合為手段的方法,并預(yù)測(cè)了品牌策略下飲料包裝設(shè)計(jì)的發(fā)展趨勢(shì)。
[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(xué)位授予單位】：江南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類(lèi)號(hào)】：J524.2

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 陳瑩燕;;探析依云瓶裝水包裝的設(shè)計(jì)之美[J];包裝工程;2012年24期

相關(guān)碩士學(xué)位論文 前2條

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

2 龍佳義;基于人機(jī)工程學(xué)的飲料類(lèi)包裝容器設(shè)計(jì)研究[D];湖南工業(yè)大學(xué);2012年

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本文編號(hào)：2434850