老字号"义兴张"道口烧鸡包装设计的演变与更新策略研究  

STUDY ON THE EVOLUTION AND UPGRADING STRATEGIES FOR THE PACKAGING DESIGN OF THE TIME-HONORED BRAND"YI XING ZHANG"DAOKOU ROASTED CHICKEN

作　　者：王海涛 由瑾瑜 

机构地区：[1]山东科技大学艺术学院

出　　处：《包装与设计》2023年第6期156-157,共2页Package & Design

摘　　要：当前,消费群体、观念、方式都发生了重大变化,"老字号"品牌的发展也受到了冲击.本文对老字号品牌"义兴张"道口烧鸡的包装起源及演变进行了梳理,剖析了这一品牌现今包装的问题,并结合包装设计的发展趋势,提出"义兴张"道口烧鸡的包装创新策略.文章旨在为老字号品牌的包装升级与持续发展提供新的思路.Nowadays,the consumer groups,the consumption concepts and the consumption patterns have undergone significant changes,which has influenced the development of time-honored brands in China.This paper sorts out the origin and evolution of the packaging of the time-honored brand"Yi Xing Zhang"Daokou Roasted Chicken,and analyzes the problems of the current packaging of this brand.Taking into account the development trend of packaging design,the paper proposes the packaging upgrading strategies for"Yi Xing Zhang"Daokou Roasted Chicken.The study aims to provide new ideas for the packaging upgrading and sustainable development of the time-honored brands.

关 键 词：老字号 包装设计 历史演变 未来趋势 

分 类 号：F27[经济管理—企业管理]