| 摘要: |
| 目的 经济全球化和市场竞争日益激烈，为了塑造良好的品牌形象、提高产品竞争力。基于品牌战略的思考，以明心陈皮包装设计为契机，探讨在品牌策略指导下整合包装设计的解决方案，借助合理的包装形式提升产品附加值。方法 在品牌策略的指导下，从整合设计理念出发，以理论结合实践方法为主要研究手段，通过对明心陈皮品牌的实地调研以及包装设计，探讨整合包装设计理念及其在实际应用中的关系。结论 在品牌策略下，整合包装设计将是一种颠覆性和创新性的设计，将品牌策略下整合的包装设计理念导入包装设计中，让设计师从大局的角度考虑问题，塑造出符合市场需求的优质包装产品，借助合理的包装形式提升产品附加值，塑造全新的品牌形象，带动品牌整体升级。 |
| 关键词: 陈皮 品牌策略 整合设计 包装设计 |
| DOI：10.19554/j.cnki.1001-3563.2021.02.035 |
| 分类号:TB482 |
| 基金项目:2019年度广东省普通高校青年创新人才类项目(2019WQNCX159) |
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| Integrated Packaging Design of Xinhui Mingxin Dried Tangerine Peel Based on Brand Strategy |
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CHEN Xiao-jian, YUAN Jia-qi
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(Zhujiang College of South China Agricultural University, Guangzhou 510900, China)
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| Abstract: |
| In the modern commercial society of tense globalization and competition, building a good brand image and improving the product competitiveness are becoming much more important. With the packaging design of Mingxin dried tangerine peel as a subject, the work aims to discuss the solutions of integrated packaging design to improve the added value of products by means of reasonable packaging based on brand strategy. Under the guidance of brand strategy and started from the integrated design concept, the work discussed the concept of integrated packaging design and its relationship in practical application by field surveying and packaging design for the Mingxin dried tangerine peel brand from both theory and practice. Based on brand strategy, integrated packaging design is a disruptive and innovative design. Taking integrated packaging design concept into the packaging design enables the designers to create high quality packaging products that meet the market demand. Reasonable packaging form can enhance the added value of products, create a new brand image, and promote the overall brand upgrade. |
| Key words: dried tangerine peel brand strategy integrated design packaging design |
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