發(fā)布時(shí)間：2018-10-23 08:00

【摘要】：老品牌也稱為“老字號(hào)",它不僅是我們中華民族世代傳承下來的優(yōu)秀產(chǎn)品,同時(shí)也凝聚著我們民族的歷史與深厚的文化底蘊(yùn),匯聚著我國人民的感情,今天在商業(yè)高度發(fā)達(dá)的時(shí)代,面對(duì)不斷擴(kuò)大的市場(chǎng)與機(jī)會(huì),品牌間的競(jìng)爭(zhēng)也更加激烈。在機(jī)遇與挑戰(zhàn)并存的時(shí)代,如何面對(duì)強(qiáng)大的同類新、老產(chǎn)品的沖擊中,更好的保存與發(fā)展品牌擴(kuò)大市場(chǎng),是“老字號(hào)”必須面對(duì)的問題,同時(shí)也為設(shè)計(jì)者提出了新的課題。本文通過文獻(xiàn)查閱、市場(chǎng)考察、資料收集對(duì)山西老陳醋益源慶品牌的現(xiàn)狀進(jìn)行多方面分析、研究,并結(jié)合市場(chǎng)同類優(yōu)秀成功品牌,對(duì)他們之間在品牌塑造主張、品牌運(yùn)作、廣告推廣、以及視覺包裝方面進(jìn)行了全面的對(duì)比分析,由此,思考益源慶品牌在參與市場(chǎng)競(jìng)爭(zhēng)中的生存與發(fā)展。不斷強(qiáng)化益源慶的文化內(nèi)涵,品牌特征,在保有地域美、民俗美的同時(shí),賦予益源慶的現(xiàn)代審美觀念,探討在品牌包裝設(shè)計(jì)中傳統(tǒng)文化向現(xiàn)代化的轉(zhuǎn)化,亦或傳統(tǒng)文化反將現(xiàn)代文化的吸引、吸收。觸及交叉學(xué)科,在一個(gè)更為廣闊的平臺(tái)下研究益源慶品牌的包裝。探討出進(jìn)行益源慶品牌的包裝設(shè)計(jì)方面方向,為益源慶管理者提供建議,為品牌包裝設(shè)計(jì)者提供可借鑒的參考。以便促進(jìn)中國其它“老字號(hào)”品牌包裝設(shè)計(jì)的發(fā)展成熟,幫助“老字號(hào)”更好地推向市場(chǎng),使之能更好為產(chǎn)品服務(wù),獲得更好的市場(chǎng)及美譽(yù)度,從而促進(jìn)其全面的發(fā)展。
[Abstract]:The old brand, also known as the "old brand," is not only an excellent product inherited from generation to generation by our Chinese nation, but also condenses our nation's history and profound cultural heritage, bringing together the feelings of our people. Today, in the era of highly developed business, the competition between brands is more intense in the face of expanding market and opportunities. In the era of both opportunities and challenges, how to better preserve and develop brands to expand the market in the face of strong new and old products of the same kind is a problem that "old brands" must face. At the same time, it also puts forward a new subject for designers. Through literature review, market investigation and data collection, this paper analyzes and studies the present situation of Shanxi Old vinegar Yiyuanqing Brand in many aspects, and combines with the same outstanding successful brands in the market, to the brand shaping ideas and brand operation among them. Advertising promotion, as well as visual packaging, a comprehensive comparative analysis, from which, Yiyuanqing brand in participating in the market competition survival and development. Constantly strengthen the cultural connotation and brand characteristics of Yiyuan Qing, while preserving the beauty of region and folk custom, endow Yiyuan Qing with the modern aesthetic concept, and probe into the transformation from traditional culture to modernization in the design of brand packaging. Or the traditional culture will attract and absorb the modern culture. Touch cross-disciplinary, in a broader platform to study Yiyuan Qingqing brand packaging. This paper discusses the direction of packaging design of Yiyuanqing brand, provides suggestions for Yiyuanqing managers, and provides reference for brand packaging designers. In order to promote the development and maturity of other "old brand" packaging design in China, help the "old brand" to better push to the market, make it better serve for the products, obtain better market and reputation, thus promote its overall development.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：TB482

【參考文獻(xiàn)】

相關(guān)期刊論文 前2條

1 劉娟,楊克飛;主體繼承與價(jià)值選擇——陶淵明思想發(fā)展淺論[J];石家莊師范�？茖W(xué)校學(xué)報(bào);2002年02期

2 翟音;;論日本包裝設(shè)計(jì)的特色與成因[J];裝飾;2006年05期

，

本文編號(hào)：2288601