| 摘要: |
| 目的 探讨在电子商务及重视顾客体验的趋势下，快消品包装的设计策略。方法 比较快消品包装在传统零售终端与电商B2C平台中的功能重心，结合对当前消费需求趋势的分析，探讨电商快消品包装的设计策略。结论 电商快消品包装设计策略的重心，需要从以识别力为核心的“货架竞争力”转向以创造消费体验为主，并主要从定位价值点、设计识别点、分析接触点、创造兴奋点等4个方面加以把握。 |
| 关键词: 快消品包装 实体零售终端 电商B2C 货架竞争力 消费体验 设计策略 |
| DOI： |
| 分类号:TB482 |
| 基金项目:2015年四川美术学院科研项目（15KY12） |
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| Strategy Changes for FMCG Packaging Design in the E-commerce Era |
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ZENG Min
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Sichuan Fine Arts Institute, Chongqing 401331, China
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| Abstract: |
| It aims to discuss the design strategy of FMCG packaging under the trend of e-commerce and customer experience. By comparing the difference between supermarkets and online stores, and analyzing the trend of consumer demand, the strategy for FMCG packaging design in the e-commerce era is found out. The focus of FMCG packaging design strategy in the e-commerce that should be adjusted from the shelf competitiveness to create the consumer experience. Here are 4 ways to get it: locate the valuable points, design the discernible points, analyze the consumer's touch points and create the exciting points. |
| Key words: FMCG packaging physical retail terminal e-commerce B2C shelf competitiveness consumer experience design strategy |
