| 摘要: |
| 分析了中式快餐的内容特征以及快餐产品包装的设计要求，结合当前中国中式快餐企业及其产品包装现状，论述了中式快餐产品包装设计定位的重要性，进而分析了包装设计定位的可行性。提出了从传统文化、品牌内涵、消费者、包装容器和材料等几方面着手中式快餐产品包装设计的定位，探析了中式快餐产品包装和品牌建设发展的重要方法。 |
| 关键词: 中式快餐 产品包装 设计定位 |
| DOI： |
| 分类号:J524.1 |
| 基金项目:山东省艺术科学重点课题研究项目（2011019） |
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| Positioning Analysis of the Packaging Design for Chinese Fast Food Product |
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SONG Rui-bo1, ZHENG Lei2
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1.Shandong Youth University，Jinan 250002，China;2.Shandong Women University，Jinan 250002，China
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| Abstract: |
| It analyzed the content characteristics of Chinese fast food and fast food product packaging design requirements, combined with the current Chinese fast food enterprises and product packaging status, it discussed the Chinese fast food product packaging design of the importance of positioning, and then analyzed the feasibility of packaging design. It put forward from the traditional culture, the connotation of the brand, consumers, packaging containers and materials from several aspects such as the hands of fast food product packaging design of the positioning of Chinese fast food, product packaging and brand development in an important method. |
| Key words: Chinese fast food product packaging design positioning |
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