快消品包装设计策略在老字号上的应用研究  

Study on The Application of FMCG Packaging Design Strategy in Time-Honored Brand

作　　者：李永慧[1] LI Yong-hui(Shandong University of Arts&Design,Jinan 250000,China)

机构地区：[1]山东工艺美术学院,济南250000

出　　处：《绿色包装》2021年第1期77-81,共5页Green Packaging

摘　　要：为改进创新老字号包装设计,提高老字号的市场竞争力,将快消品包装设计的优势策略应用在老字号包装上。本文首先介绍了快消品包装设计策略的三个主要特点,分别是具有清晰的市场概念、挖掘消费者的需求和灵活的运用各种资源。然后分析研究品牌化与品牌重塑、彰显传统文化、分众策略和多渠道销售、包装故事性和环保包装五种策略应用在老字号包装上,旨在吸引消费者的眼球,刺激消费者的购买欲望。In order to improve and innovate the packaging design of time-honored brands and enhance the market competitiveness of time-honored brands,the advantage strategies of FMCG packaging design are applied to time-honored brands.This paper first introduces the three main characteristics of FMCG packaging design strategy,which are clear market concept,mining consumer demand and flexible use of various resources.Then it analyzes and studies five strategies applied to time-honored brands,including branding and brand remodeling,highlighting traditional culture,focusing on the focus strategy and multichannel sales,packaging story and environmental protection packaging,in order to attract consumers’attention and stimulate their purchase desire.

关 键 词：快消品 包装设计策略 老字号 

分 类 号：TB482[一般工业技术—包装工程]