网红思维角度下的包装设计营销策略研究  

Research on The Marketing Strategy of Packaging Design from The Perspective of Internet Red Thinking

作　　者：李永慧[1] LI Yong-hui(Shandong University of Art&Design,Jinan 250014,China)

机构地区：[1]山东工艺美术学院

出　　处：《绿色包装》2020年第1期58-61,共4页Green Packaging

摘　　要：包装设计是现代市场营销策略的一个重要因素,网红经济背景引起我们对包装设计营销策略的思考。本文首先介绍了网红经济下,产品包装设计的营销现状与问题。然后从重塑品牌和重新定位、引起消费者的心理情感、包装趣味化策略、包装设计的更新策略、品牌跨界联合策略和绿色包装策略六个方面论述网红思维下的包装设计营销策略。为消费者提供眼前一亮的包装设计,直接刺激消费者的购买欲望,导致购买行为。Packaging design is an important factor of modern marketing strategy.The background of Internet red economy causes us to think about the marketing strategy of packaging design.This paper first introduces the marketing situation and problems of product packaging design under the Internet red economy.Then,it discusses the marketing strategy of packaging design under the thinking of netred from six aspects,which are brand rebuilding and repositioning,arousing consumers’psychological emotion,packaging interest strategy,packaging design renewal strategy,brand cross-border joint strategy and green packaging strategy.To provide consumers with a bright packaging design,directly stimulate consumers’purchase desire,leading to purchase behavior.

关 键 词：网红经济 网红思维 包装设计 营销 

分 类 号：TB482[一般工业技术—包装工程]