發(fā)布時間：2018-10-23 19:44

【摘要】：隨著經(jīng)濟的發(fā)展和人民生活水平的提高,各種商品的同質(zhì)化趨勢越來越明顯,繼商品質(zhì)量、售后服務(wù)之后,商品包裝逐漸成為又一個決定商品銷售好壞的主導因素。作為我國主要產(chǎn)糧區(qū),我國華北地區(qū)在農(nóng)業(yè)食品雜糧方面,具有天然的自然資源和獨特的生態(tài)環(huán)境優(yōu)勢,應(yīng)當依據(jù)當前綠色環(huán)保的消費理念,充分利用“包裝營銷”的新思路開拓產(chǎn)品新市場,把握并創(chuàng)造新一輪的市場商機。本設(shè)計以豫北糧倉雜糧商品的包裝設(shè)計為研究對象,從雜糧商品包裝的設(shè)計、雜糧品牌的整合以及市場營銷策略等方面著手,提出優(yōu)化包裝結(jié)構(gòu)、升級包裝材料、創(chuàng)新設(shè)計理念、改進包裝技術(shù)等一些新的設(shè)計思路;從理念上將地方區(qū)域的文化特色文化整合到包裝設(shè)計中;從包裝結(jié)構(gòu)上創(chuàng)新設(shè)計思路,實行差異化、組合型結(jié)構(gòu)設(shè)計;從材料選型上選用綠色環(huán)保的新技術(shù)材料;從印刷制作技術(shù)上采用新制作防偽技術(shù)。本設(shè)計有助于提升產(chǎn)品的包裝質(zhì)量,豐富和拓展五谷雜糧產(chǎn)品內(nèi)涵,滿足不同消費者的差異化需要,提高產(chǎn)品的市場競爭力,推動產(chǎn)品市場營銷策略的改進,為豫北糧倉雜糧商品的包裝設(shè)計和品牌整合營銷策略提供建議及對策。
[Abstract]:With the development of economy and the improvement of people's living standard, the homogenization trend of various commodities becomes more and more obvious. After the quality of goods and after-sales service, commodity packaging has become another leading factor to decide the quality of commodity sales. As the main grain producing areas in China, North China has natural resources and unique ecological and environmental advantages in the field of agricultural food and miscellaneous grain. Therefore, it should be based on the current consumption concept of green environmental protection. Make full use of the new idea of "package marketing" to open up new market of products, grasp and create a new round of market opportunities. This design takes the packaging design of grain storehouse in the north of Henan Province as the research object, from the aspects of packaging design, integration and marketing strategy, it proposes to optimize the packaging structure and upgrade the packaging materials. Innovative design ideas, improving packaging technology and other new design ideas; from the concept of the integration of local cultural characteristics into packaging design; from the packaging structure of innovative design ideas, the implementation of differentiation, combination structure design; The new technology of green environmental protection is selected from the selection of materials, and the new anti-counterfeiting technology is adopted from the printing technology. The design is helpful to improve the packaging quality of the products, enrich and expand the connotation of the grain and miscellaneous grain products, meet the different needs of different consumers, improve the market competitiveness of the products, and promote the improvement of the marketing strategy of the products. To provide suggestions and countermeasures for packaging design and brand integration marketing strategy of grain commodities in northern Henan.
【學位授予單位】：湖南工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：TS206.2

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