本文選題：寧化府 + 老陳醋��； 參考：《安徽工程大學(xué)》2017年碩士論文

【摘要】：中國是食醋的發(fā)源地,山西老陳醋、鎮(zhèn)江香醋、福建永春老醋、閬中保寧醋并稱為中國的"四大名醋"。作為提起"醋"文化就可以讓人聯(lián)想起來的山西,擁有著名的老字號食醋品牌"寧化府"。寧化府老陳醋源自1377年,曾是皇室特供醋,是山西醋的正宗。本文針對寧化府老陳醋展開深入的研究,充分體會到了老字號品牌擁有的特別優(yōu)勢。首先,寧化府歷史悠久,釀造工藝世代相傳,材料多樣且質(zhì)量高,產(chǎn)品的種類繁多,功能多樣化,分類細(xì)致,足以應(yīng)對各種不同的市場需求。其次,擁有很好的品牌基礎(chǔ)和品牌影響力,有良好的消費(fèi)者基礎(chǔ)。針對寧化府老陳醋,從視覺傳達(dá)方面進(jìn)行廣告策劃與品牌的設(shè)計,著重從更新產(chǎn)品包裝設(shè)計,來表現(xiàn)品牌的形象,然后對品牌進(jìn)行推廣。更新產(chǎn)品的包裝設(shè)計最重要的作用是對品牌典型形象的確立,無論是針對哪一部分消費(fèi)者,有多少不同產(chǎn)品種類和系列,都要保證產(chǎn)品中關(guān)鍵品牌信息的統(tǒng)一,有樹立品牌形象的意識。在包裝中確定了品牌產(chǎn)品的直觀形象之后,要把其運(yùn)用于廣告策劃中。在廣告策劃中,將主要宣傳方式確定為線上線下兩種方式,在線下推廣中,采用傳統(tǒng)的一些平面廣告的推廣方式,如戶外公交和地鐵站牌等等。而在線上推廣中,除了常規(guī)的天貓店鋪產(chǎn)品詳情頁,還可以將廣告投放在例如愛奇藝等視頻門戶網(wǎng)站上。時下共亨單車風(fēng)靡全國,暫時沒有任何廣告的投放。針對共享單車的紅包車等概念和限時免費(fèi)車的概念,可以在共享單車的app中投放紅包車和免費(fèi)車贊助廣告,對品牌進(jìn)行宣傳和推廣。對于傳統(tǒng)老字號品牌,在設(shè)計的過程中,不是簡單的對一些傳統(tǒng)文化符號的堆疊,要有選擇性的發(fā)展優(yōu)秀的有傳統(tǒng)文化內(nèi)涵的元素來應(yīng)用,而傳統(tǒng)的文化符號也不是原封不動的拿來使用,而是積極的與時代結(jié)合,持續(xù)發(fā)展。而對廣告的策劃,在信息飛速傳遞的今天,穩(wěn)扎穩(wěn)打的傳統(tǒng)宣傳方式必不可少,而把握時下新興事物帶來的新媒介,給我們的新體驗新感受,將這些新的方式融入當(dāng)代的設(shè)計理念里。
[Abstract]:China is the birthplace of vinegar. Shanxi aged vinegar, Zhenjiang fragrant vinegar, Fujian Yongchun old vinegar, Langzhong Baoning vinegar are called "four famous vinegar" of China. As the mention of "vinegar" culture can be reminiscent of Shanxi, has a famous old-brand vinegar brand "Ninghua Fu." Ninghua old vinegar originated in 1377, was the royal special vinegar, Shanxi vinegar authentic. This article carries on the thorough research to the Ninghua government old vinegar, fully realized the old brand has the special superiority. First of all, Ninghua has a long history, the brewing technology is handed down from generation to generation, the material is diverse and high quality, the product is various, the function is diverse, the classification is meticulous, it is sufficient to deal with various kinds of market demand. Secondly, have very good brand foundation and brand influence, have good consumer base. In view of the old vinegar of Ninghua government, advertising planning and brand design are carried out from the aspect of visual communication. The emphasis is on updating product packaging design to express the image of the brand, and then popularizing the brand. The most important function of packaging design is to establish the typical image of brand. No matter which part of the consumers, how many different product types and series, we must ensure the unity of key brand information in the product. Have the consciousness of establishing brand image. After confirming the visual image of brand product in packaging, we should apply it to advertising planning. In the advertising planning, the main way of propaganda is determined as online and offline, the off-line promotion, the use of some traditional flat advertising promotion, such as outdoor public transport and subway signs, and so on. And online promotion, in addition to the regular Tmall store product details page, but also advertising on video portals such as iqiyi. Nowadays, Heng bicycle is popular all over the country, and there is no advertising for the time being. Aiming at the concept of "Red envelopes" and "time-limited free cars", we can put red envelopes and free cars in the app of shared bikes to promote and promote the brand. For traditional brands, in the process of design, they should not simply stack up some traditional cultural symbols, but should selectively develop excellent elements with traditional cultural connotations to apply. The traditional cultural symbols are not used as usual, but actively combined with the times and developed continuously. And the planning of advertising, in the rapid transmission of information today, the traditional way of steady publicity is essential, and grasp the new media brought by the new things, give us a new experience of new feelings, Incorporate these new ways into contemporary design ideas.
【學(xué)位授予單位】：安徽工程大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：J524.3

【參考文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 李永;基于地域文化拓新的包裝設(shè)計研究[D];湖南工業(yè)大學(xué);2012年

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本文編號：1816094