Explore Regional Characteristics and Design to Enhance New Elements of Brand Packaging--Taking Moutai as an Example  

作　　者：Zongshe Kang Dahlan Bin Abdul Ghani 

机构地区：[1]Faculty Of Creative Industries,City University Malaysia,Taman Kemacahaya,Batu 943200 Cheras,Selangor,Malaysia

出　　处：《Journal of Sustainable Business and Economics》2024年第2期62-68,共7页可持续商业和经济（英文）

摘　　要：Taking ethnic minority culture as the starting point,this paper explores the possibility of artistic expression of elements in different regions,and explores how regional brands can combine regional culture to create market effects and public preferences.Through field research,literature research,and market case comparison,the aesthetic symbols of different cultural and artistic forms of the Dong ethnic group are refined and expressed,and their application in the development of local brand design is explored.Artistic expression elements such as patterns,colors,and materials are extracted from the architectural culture,ethnic art,and daily food customs of the Dong ethnic group,and used in the design of regional wine products,deeply connecting regional culture and regional brands.In the design,we should pay attention to national characteristics and brand effects,and carry out the design from a multi-dimensional design perspective,which will help to enhance brand competitiveness and achieve a win-win situation under the long-term goal of promoting national self-confidence and inheriting the essence of national culture.

关 键 词：Moutai liquor Dongsu brand Characteristic design Competitiveness enhancement 

分 类 号：F42[经济管理—产业经济]