本文選題：地域文化 + 品牌化��； 參考：《天津科技大學(xué)》2017年碩士論文

【摘要】：旅游消費(fèi)市場隨著當(dāng)前社會(huì)的發(fā)展而快速增長,特色產(chǎn)品的包裝對(duì)生產(chǎn)地的旅游經(jīng)濟(jì)的良好發(fā)展和地域文化的快速傳播所發(fā)揮的推動(dòng)作用也越來越顯現(xiàn)。因?yàn)樯a(chǎn)地的企業(yè)不夠重視特產(chǎn)的包裝設(shè)計(jì),消費(fèi)者不斷增長的精神文化需求也得不到更好的滿足,導(dǎo)致現(xiàn)在的特色產(chǎn)品的包裝市場相對(duì)雜亂。因?yàn)樵O(shè)計(jì)意識(shí)的薄弱和經(jīng)濟(jì)利益的驅(qū)使,導(dǎo)致現(xiàn)在的一些特產(chǎn)包裝設(shè)計(jì)相似現(xiàn)象比較嚴(yán)重,缺少應(yīng)有的藝術(shù)價(jià)值和地方特色。對(duì)地區(qū)的特產(chǎn)包裝設(shè)計(jì)進(jìn)行的深入了解和提升是非常重要的,因此,包裝設(shè)計(jì)中帶有地域色彩的研究就有了實(shí)際意義。在我們國家,地域文化一般是指在某一地理范圍內(nèi)綿延不絕、特征鮮明,直到今天依然能夠產(chǎn)生影響的傳統(tǒng)文化,是該范圍內(nèi)的自然、道德傳統(tǒng)和風(fēng)俗習(xí)慣等的文明表現(xiàn)。它在特定的區(qū)域范圍內(nèi)與環(huán)境相結(jié)合,從而打上了地域的痕跡,具備獨(dú)一無二的特征。天津有著深厚的文化底蘊(yùn),傳統(tǒng)民間藝術(shù)種類繁多,現(xiàn)代設(shè)計(jì)的重要資源來源于這些傳統(tǒng)的民間藝術(shù)。然而,天津卻沒有一個(gè)明確的旅游品牌形象來推動(dòng)這些民間藝術(shù)向更好的方向發(fā)展,也沒有一個(gè)很好的特產(chǎn)包裝設(shè)計(jì)來推動(dòng)其發(fā)展。因此,旅游產(chǎn)品的包裝設(shè)計(jì)融入“天津”這一城市品牌來宣傳天津的地域文化、民間藝術(shù),就有了非常重要的現(xiàn)實(shí)意義。本篇論文首先從旅游紀(jì)念品的特點(diǎn)屬性出發(fā),進(jìn)一步調(diào)查和剖析出市場上已經(jīng)出現(xiàn)的旅游紀(jì)念品的包裝設(shè)計(jì)的現(xiàn)狀和存在的問題,并以此找到包裝設(shè)計(jì)問題的突破口。其次分析了受地方文化影響的旅游紀(jì)念品的包裝設(shè)計(jì),對(duì)比研究了國內(nèi)外不同地區(qū)特色產(chǎn)品的包裝設(shè)計(jì),配合先進(jìn)的設(shè)計(jì)理念,意圖通過對(duì)地域文化的研究和案例分析,總結(jié)出受地域文化影響的特產(chǎn)包裝設(shè)計(jì)的特點(diǎn)和成因,探索解決這些問題的方法。然后從對(duì)國內(nèi)旅游品牌化的對(duì)比分析入手,分析了比較成功的“好客山東”品牌形象和“醉美多彩貴州”品牌形象,從而建立全新的品牌化的天津旅游形象,來整合紀(jì)念品的包裝設(shè)計(jì)。在本論文中也提及了生態(tài)設(shè)計(jì)理念在包裝中的運(yùn)用。論文最后對(duì)旅游紀(jì)念品的包裝的未來做了展望,期望通過品牌性、地域性、現(xiàn)代化、生態(tài)化的設(shè)計(jì)理念,能讓每個(gè)有地域特色的優(yōu)秀產(chǎn)品面向世界。
[Abstract]:With the development of the current society, the tourism consumption market is growing rapidly, and the packaging of characteristic products plays a more and more important role in promoting the good development of tourism economy and the rapid spread of regional culture in the place of production. Because the enterprises in the place of production do not pay enough attention to the packaging design of special products, the growing spiritual and cultural needs of consumers can not be better satisfied, which leads to the relative clutter of the packaging market of the present characteristic products. Because of the weakness of design consciousness and the drive of economic benefit, some special packaging designs are similar to each other, and lack of proper artistic value and local characteristics. It is very important to deeply understand and promote the local specialty packaging design, therefore, the study of regional color in packaging design has practical significance. In our country, regional culture generally refers to the traditional culture, which extends continuously in a certain geographical range and has distinct characteristics, and can still have an impact to this day. It is also a civilized expression of nature, moral tradition and customs and habits within this scope. It combines with the environment in a specific area, thus marking the geographical trace, with unique characteristics. Tianjin has a profound cultural heritage, traditional folk art variety, modern design of important resources from these traditional folk art. However, Tianjin does not have a clear tourism brand image to promote the development of these folk art to a better direction, nor a good packaging design to promote its development. Therefore, the packaging design of tourism products into the "Tianjin" this city brand to promote Tianjin's regional culture, folk art, has a very important practical significance. This paper starts from the characteristic attribute of tourist souvenirs, and further investigates and analyzes the present situation and existing problems of packaging design of tourist souvenirs that have already appeared in the market, and find out the breakthrough of packaging design problems. Secondly, the paper analyzes the packaging design of tourist souvenirs influenced by local culture, compares and studies the packaging design of characteristic products in different regions at home and abroad. This paper summarizes the characteristics and causes of packaging design of specialty products influenced by regional culture, and explores the methods to solve these problems. Then, starting with the comparative analysis of domestic tourism branding, this paper analyzes the brand image of "hospitable Shandong" and "drunken and colorful Guizhou", so as to establish a brand new tourism image of Tianjin. To integrate the packaging design of souvenirs. Also mentioned in this paper is the application of ecological design concept in packaging. In the end, the paper looks forward to the future of the packaging of tourist souvenirs, hoping that through the brand, regional, modern and ecological design concept, each of the outstanding products with regional characteristics can be oriented to the world.
【學(xué)位授予單位】：天津科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：TB482

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