【摘要】：在文化式品牌塑造的過(guò)程中,包裝設(shè)計(jì)發(fā)揮著重要作用。文章通過(guò)研究品牌塑造過(guò)程中叢臺(tái)酒包裝設(shè)計(jì)的狀況,總結(jié)出包裝是詮釋叢臺(tái)酒品牌形象的重要載體,為叢臺(tái)酒包裝的發(fā)展提出了建議,將包裝設(shè)計(jì)立足于文化的表現(xiàn),對(duì)實(shí)現(xiàn)叢臺(tái)酒文化式品牌形象,具有重要的現(xiàn)實(shí)意義。本文通過(guò)對(duì)文化式品牌形象塑造的理論研究,結(jié)合市場(chǎng)的實(shí)地調(diào)研,將叢臺(tái)酒的包裝設(shè)計(jì)作為文化式品牌塑造的切入點(diǎn),把文化式品牌塑造的理念與叢臺(tái)酒包裝相結(jié)合,不僅迎合了消費(fèi)者的精神文化需求,而且改變了叢臺(tái)酒包裝設(shè)計(jì)的整體思路、文化表現(xiàn)方式以及對(duì)文化的認(rèn)知;通過(guò)對(duì)文化概念演變、文化情調(diào)以及受眾文化心理訴求等方面的分析,體現(xiàn)出文化轉(zhuǎn)向與叢臺(tái)酒包裝設(shè)計(jì)相輔相成的關(guān)系,并總結(jié)出叢臺(tái)酒包裝在面對(duì)文化轉(zhuǎn)向過(guò)程中的優(yōu)勢(shì)與不足;進(jìn)而以叢臺(tái)酒包裝的設(shè)計(jì)表現(xiàn)為論述依據(jù),分析其包裝的多元文化設(shè)計(jì)與表現(xiàn)形式,體現(xiàn)出叢臺(tái)酒包裝設(shè)計(jì)的文化魅力,表達(dá)了叢臺(tái)酒在時(shí)代發(fā)展中對(duì)于文化溫情的懷念以及帝王氣質(zhì)的追求;最后本人對(duì)包裝叢臺(tái)酒文化式品牌形象提出構(gòu)想,希望叢臺(tái)酒“文化式品牌”的形象塑造早日實(shí)現(xiàn)。
[Abstract]:Packaging design plays an important role in the process of cultural brand shaping. By studying the situation of the packaging design of Cuntai wine in the process of brand shaping, this paper summarizes that packaging is an important carrier for interpreting the brand image of Cuntai wine, and puts forward some suggestions for the development of the packaging of Cuntai wine, and puts forward the packaging design based on the expression of culture. It is of great practical significance to realize the brand image of Cuntai wine culture. Based on the theoretical research of cultural brand image and market field investigation, this paper takes the packaging design of Cuntai wine as the breakthrough point of cultural brand shaping, and combines the concept of cultural brand shaping with the packaging of Cuntai wine. It not only caters to the spiritual and cultural needs of the consumers, but also changes the overall thinking of the packaging design of Cuntai Liquor, the way of cultural expression and the cognition of culture. The analysis of cultural sentiment and audience's cultural psychological demands reflects the complementary relationship between the cultural turn and the packaging design of Cuntai Liquor, and summarizes the advantages and disadvantages of Cuntai Liquor Packaging in the process of facing the cultural turn. On the basis of the design performance of Cuntai wine packaging, the multicultural design and expression form of its packaging are analyzed, which reflects the cultural charm of Cuntai wine packaging design. This paper expresses the nostalgia for cultural tenderness in the development of the times and the pursuit of imperial temperament. Finally, I put forward some ideas on the cultural brand image of the packaging wine, hoping that the image shaping of the "cultural brand" of Cuntai wine will be realized as soon as possible.
【學(xué)位授予單位】：河北科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：TS261.48

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