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| 从包装设计到重塑品牌绿色定位 |
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杨敏
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广东工业大学，广州 510090
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| 摘要: |
| 目的 在产品同质竞争加剧的时代，包装设计早已从审美表现上升到了营销设计的阶段。文章围绕“绿色牧场”的品牌发展理念，从包装设计到重塑品牌绿色定位的升级，来探讨乳业品牌绿色发展的品牌核心价值。方法 以广东燕塘品牌纯鲜奶包装重塑为例，从对燕塘包装定位的反思、从对蒙牛、伊利与区域品牌行业纯奶包装定位的分析比较，以及从社会消费需求、行业趋势、燕塘牧场及发展的分析论证，提出“回归牧场、绿色发展”的品牌定位及包装设计定位策略。结论 在定位指引下，精准实施从牧场体验、强化设计附加值、整合传播设计来构建绿色牧场的整合形象传播，实现燕塘品牌从包装设计到重塑品牌形象，透过包装来倡导回归自然、追求健康、绿色发展的品牌主张。 |
| 关键词: 包装重塑 绿色品牌定位 燕塘纯鲜牛奶 |
| DOI：10.19554/j.cnki.1001-3563.2019.22.014 |
| 分类号:TB482 |
| 基金项目:广东省哲学社会科学十三五规划项目（GD17CYS02）；教育部人文社会科学一般基金项目（19YJA760079） |
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| From Designing Packaging to Redesigning the Green Brand Positioning |
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YANG Min
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Guangdong University of Technology, Guangzhou 510090, China
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| Abstract: |
| In the era of intensified competition for homogeneous products, packaging design has already risen from aesthetic performance to the stage of marketing design. The work aims to focus on the brand development concept of "Green Pastures" to discuss the brand core value of dairy brand's green development, from packaging design to the upgrade of redesigning the brand's green positioning. Taking the packaging redesign of Guangdong Yantang pure fresh milk as an example, the strategy of the brand and packaging design positioning of "returning to pastures, developing green industries" through the reflection of Yantang packaging positioning, the in-depth analysis and comparison of packaging positioning of Mengniu, Yili and regional brand industries' pure milk, as well as the analysis and demonstration of the social consumption demand, industry trends, Yantang pasture and its development. Under the guidance of positioning, the integrated image communication of green pastures is accurately implemented from the experience of pastures, strengthening the added value of design, and integrating communication design to realize Yantang's brand proposition of returning to nature, pursuing healthy and green development through packaging, from packaging design to redesigning the brand image. |
| Key words: packaging redesign green brand positioning Yantang pure fresh milk |
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