网红思维视角下包装设计营销的策略研究  

Research on Marketing Strategy of Packaging Design from the View of Internet Celebrity

作　　者：蒋媛[1] JIANG Yuan(Xi’an University of Science and Technology)

机构地区：[1]西安科技大学

出　　处：《中国商论》2021年第23期15-17,共3页China Journal of Commerce

基　　金：2019年度陕西省社科界重大理论研究项目“‘一带一路’框架下西安城市形象品牌塑造及推广研究”(2019C099)。

摘　　要：网红经济的快速发展对产品包装设计营销提出了新要求,但当前在网红思维视角下我国产品包装设计营销面临诸多问题,集中表现在对网红思维了解不透彻,定位不清晰;包装设计思维受限,方式单一;营销手段滞后,效果甚微等方面。为了推动网红思维的运用,提高包装设计营销的有效性,文章提出了应当明确定位,透彻了解网红思维;放开思维,创新设计方式;大胆探索,创新营销手段等系列策略。The rapid development of Internet celebrity economy has put forward new requirements for product packaging design and marketing,but at present,China’s product packaging design and marketing face many problems from the view of Internet celebrity,focusing on the lack of thorough understanding of view of Internet celebrity with unclear positioning.Packaging design thinking is restricted in a single way.With marketing means lagging behind,the effect is not obvious.In order to promote the use of the view of Internet celebrity and improve the effectiveness of packaging design and marketing,this paper points out that it should adopt a series of strategies such as clearly positioning,thoroughly understanding thinking of Internet celebrity,opening thoughts and innovating design methods,boldly exploring and innovating the marketing methods.

关 键 词：网红经济 网红思维 包装设计 营销策略 营销手段 

分 类 号：F724.6[经济管理—产业经济]