“中国国画大家珍藏版贵州茅台酒”包装特色探析  

Analysis of Packaging Feature of “Moutai Liquor Collective Edition of Traditional Chinese Painting”

作　　者：范为超[1] 

机构地区：[1]湖南工业大学包装设计艺术学院,湖南株洲412007

出　　处：《包装学报》2014年第4期78-82,共5页Packaging Journal

摘　　要：刘文平先生策划的"中国国画大家珍藏版贵州茅台酒"的包装具有3个方面的重要特色:一是注重民族特性,体现鲜明的中华民族传统文化特色;二是注重品牌定位,体现品牌文化与国酒品牌的融合无间;三是重视消费心理,将眼球效应与理性刺激有机结合。"中国国画大家珍藏版贵州茅台酒"包装为高端品牌商品的包装设计提供了有益的借鉴。The packaging of ＂Moutai Liquor Collective Edition of Traditional Chinese Painting＂ demonstrates three important features.The first is the highlighted national feature with distinct traditional Chinese culture.The second is the focused brand positioning with the perfect combination of corporate culture and Chinese wine brand.The last is the consumer-oriented psychology with the integration of eyeball economy and rational incentive.Its packaging is of good reference to the design of high-end product packaging.

关 键 词：中国国画大家珍藏版贵州茅台酒 包装设计 国画 

分 类 号：J222[艺术—美术] TB482[一般工业技术—包装工程]