摘要
分析了老字号商品包装单一、保守、缺乏个性的问题,为了满足老字号企业自身的发展需求,提出了"老字号"包装视觉形象亟待调整与更新的论点。并结合实例,论述了"老字号"商品包装定位应该以突出文化内涵和实现产品形式与功能的结合为出发点,进而阐述了民族文化是老字号包装设计中的沃土;文化的突破与创新是老字号品牌发展与壮大的根基;只有走"老字号"年轻化的道路,实行品牌差异化设计,实现人与自然和谐共处,才能使老字号品牌基业长青。
It analyzed the single,conservative,and lack of personality problems of old name commodity packaging,in order to meet the needs of old and famous enterprises with their own development needs,put forward argument of＂ old name＂ packaging visual image to be adjusted and updated.With examples,it discussed the old name commodity packaging fixd position by making the cultural connotation prominent and realizing the product integration and function as the starting point,elaborated the national culture was the old name of packaging design in the fertile soil of culture.Breakthrough and innovation are the foundation of development and strengthening.Brand differentiation design is to ensure the old and famous enterprises enhancing business competitiveness of security.Only take the ＂old＂ young road,the implementation of brand differentiation designed to achieve a harmonious coexistence between man and nature,in order to make time-honored brand built to last.
出处
《包装工程》
CAS
CSCD
北大核心
2012年第10期21-24,35,共5页
Packaging Engineering
关键词
老字号
包装设计
文化
内涵
软实力
差异
创新
old name
packaging design
culture
connotation
soft power
difference
innovation
