摘要
解决现有品牌白酒包装的设计与消费者需求之间存在部分不匹配的问题。选取五粮液白酒包装为研究对象,基于Noman需求层次理论和品牌体验理论,重点研究品牌体验维度下消费者对白酒包装的需求,得出品牌体验维度的白酒包装设计优化策略,指导完成白酒包装设计实践。提出品牌体验五个维度的白酒包装设计优化策略,实现白酒企业可持续发展,同时也为企业白酒包装设计提供了理论支撑。
To solve the existing brand liquor packaging design and consumer demand between the part of the mismatch.Wuliangye liquor packaging is selected as the research object.Based on Noman hierarchy of needs theory and brand experience theory,consumer demand for liquor packaging in the dimension of brand experience was mainly studied,and liquor packaging design optimization strategy in the dimension of brand experience was obtained to guide the completion of liquor packaging design practice.It can be concluded that the optimization strategy of liquor packaging design with five dimensions of brand experience was put forward to realize the sustainable development of liquor enterprises and provide theoretical support for liquor packaging design of enterprises.
作者
何柯
张玲玉
王传龙
HE KE;ZHANG LINGYU;WANG CHUANLONG
出处
《设计》
2022年第4期28-31,共4页
Design
基金
五粮液集团公司产学研合作项目(项目编号:CXX2019R002)
包装设计技术产学研合作项目(项目编号:E10203869)
基于用户体验的宜宾地方特色产品包装设计研究(项目编号:y2020082)。
关键词
白酒包装
体验维度
品牌体验
需求层次
优化策略
Liquor Packaging Design
Experience Dimensions
Brand experience
Hierarchy of Needs
Optimization Strategy
