本文選題：包裝再設(shè)計(jì) + 孝感米酒��； 參考：《中南民族大學(xué)》2015年碩士論文

【摘要】：孝感米酒是湖北省的著名特色傳統(tǒng)食品,因?yàn)樯珴砂子�、清香襲人、味道甜美等特點(diǎn)而聞名中外。近年我國經(jīng)濟(jì)快速發(fā)展,人民物質(zhì)生活水平迅速提高,無論是吃的還是穿的都是應(yīng)有盡有,可謂“只有你想不到,而沒有你買不到”。消費(fèi)者對于食品的種類、口感和包裝設(shè)計(jì)等提出了更高的要求。另外,米酒在人們心目中仍然屬于一種節(jié)令性食品,大多數(shù)人也只是在元宵節(jié)、春節(jié)等傳統(tǒng)節(jié)日才會想起來。這些因素都促使孝感米酒在營銷策略,產(chǎn)品開發(fā),包裝設(shè)計(jì)上作出巨大的調(diào)整和創(chuàng)新。包裝的再設(shè)計(jì)研究主要是為了幫助產(chǎn)品提升消費(fèi)價值,增加銷售量,從而樹立企業(yè)品牌形象,激發(fā)消費(fèi)者對產(chǎn)品的認(rèn)同感和購買欲,進(jìn)一步培養(yǎng)潛在的消費(fèi)群體,是包裝設(shè)計(jì)中典型性和代表性的設(shè)計(jì)實(shí)踐活動。本文將對孝感米酒包裝再設(shè)計(jì)進(jìn)行研究,分析總結(jié)目前包裝存在的問題,給以可行性的策略和元素應(yīng)用的規(guī)律,并為其包裝的改良創(chuàng)新提供實(shí)例參考。希望通過對其包裝設(shè)計(jì)的研究,能給企業(yè)帶來一些啟示和可行性策略,為孝感米酒這一老字號食品注入新的動力。在課題開展之前,筆者首先查閱了大量關(guān)于傳統(tǒng)食品包裝再設(shè)計(jì)的相關(guān)文獻(xiàn)資料;然后到各個博物館進(jìn)行考察,了解孝感的米酒文化和相關(guān)的“孝”文化和米酒文化的知識;另外,還對孝感米酒的消費(fèi)情況、孝感米酒現(xiàn)有包裝現(xiàn)狀進(jìn)行了市場調(diào)查和深入分析,總結(jié)出其目前市場上包裝存在的問題,然后根據(jù)該產(chǎn)品地域特色、市場定位等進(jìn)行了有針對性的再設(shè)計(jì)。第一部分主要介紹了研究背景、目的、意義和國內(nèi)外研究現(xiàn)狀,并說明了本文的主要的研究方法。第二部分對孝感米酒的歷史及文化進(jìn)行了概述,對國內(nèi)各個時期不同的米酒包裝演化做了總結(jié),并對孝感米酒的發(fā)展現(xiàn)狀和趨勢做出了分析。對目前孝感米酒存在市場管理無序,各企業(yè)間差距大而品牌觀念有相對落后的現(xiàn)象,筆者提出要在品牌整體設(shè)計(jì)和產(chǎn)品細(xì)分上下功夫,結(jié)合地域文化和包裝創(chuàng)新設(shè)計(jì)為其開辟新的天地。第三部分對目前孝感米酒的包裝做了具體的市場調(diào)研,包括問卷調(diào)查、訪談?wù){(diào)研和現(xiàn)有品牌的包裝設(shè)計(jì)調(diào)查等,總結(jié)出其包裝存在的問題,主要表現(xiàn)在圖形缺乏地域特色,市場分類粗略簡單,包裝材料陳舊粗糙,色彩表達(dá)過于保守和字體設(shè)計(jì)缺乏內(nèi)涵等方面。第四部分主要介紹了對孝感米酒進(jìn)行包裝再設(shè)計(jì)的策略,主張突出孝文化和米酒文化的特色和內(nèi)涵,以系列化包裝和準(zhǔn)確的品牌定位為依托,最后結(jié)合筆者設(shè)計(jì)的實(shí)例為參考,對包裝中的各個元素加以具體說明和總結(jié)。
[Abstract]:Xiaogan rice wine is a famous traditional food in Hubei province. In recent years, with the rapid development of our economy and the rapid improvement of the people's material standard of living, everything we eat or wear can be described as "only you can't think of it, but you can't buy it without it." Consumers put forward higher requirements for food types, taste and packaging design. In addition, rice wine is still considered a kind of seasonal food, most people only in Lantern Festival, Spring Festival and other traditional festivals will come to mind. These factors urge Xiaogan rice wine to make great adjustment and innovation in marketing strategy, product development and packaging design. The re-design research of packaging is mainly to help the products to enhance the consumption value, increase the sales volume, thus set up the enterprise brand image, stimulate the consumers' identity and desire to buy the products, and further cultivate the potential consumer groups. Packaging design is typical and representative design practice activities. In this paper, the re-design of Xiaogan rice wine packaging is studied, the problems existing in packaging are analyzed and summarized, the feasible strategies and the rules of application of elements are given, and an example is provided for improving and innovating the packaging of Xiaogan rice wine. It is hoped that the research on packaging design can bring some enlightenment and feasible strategies to the enterprises and inject new impetus into the Xiaogan rice wine, an old brand of food. Before the development of the project, the author first consulted a large number of relevant documents on the redesign of traditional food packaging, and then went to various museums to investigate the rice wine culture of Xiaogan and the related knowledge of "filial piety" culture and rice wine culture. In addition, the consumption of Xiaogan rice wine, the present packaging situation of Xiaogan rice wine were investigated and analyzed deeply, the problems of packaging in the current market were summarized, and then according to the regional characteristics of the product, The market orientation and so on have carried on the pertinence redesign. The first part mainly introduces the research background, purpose, significance and research status at home and abroad, and explains the main research methods of this paper. In the second part, the history and culture of Xiaogan rice wine were summarized, the packaging evolution of Xiaogan rice wine in different periods in China was summarized, and the development status and trend of Xiaogan rice wine were analyzed. At present, Xiaogan rice wine has disordered market management, wide gap among enterprises and relatively backward brand concept. The author puts forward that efforts should be made in brand overall design and product segmentation. Combined with regional culture and packaging innovation design to open up a new world. The third part of the current Xiaogan rice wine packaging specific market research, including questionnaires, interviews and existing brand packaging design survey, summed up its packaging problems, mainly in the lack of regional characteristics of graphics, The market classification is rough, the packing material is old and rough, the color expression is too conservative and the font design lacks the connotation and so on. The fourth part mainly introduced the strategy of packaging redesign of Xiaogan rice wine, advocated to highlight the characteristics and connotation of filial piety culture and rice wine culture, relying on serialized packaging and accurate brand positioning, and finally combined with the author's design examples for reference. To the packaging of each element to be specific description and summary.
【學(xué)位授予單位】：中南民族大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：TS206.2
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本文編號：2004481