發(fā)布時(shí)間：2018-05-29 16:33

  本文選題：黃鶴樓 + 卷煙��； 參考：《湖北工業(yè)大學(xué)》2013年碩士論文

【摘要】：隨著時(shí)代的發(fā)展，“品牌”這個(gè)詞已經(jīng)扮演著舉足輕重的地位。品牌，現(xiàn)在對(duì)于一個(gè)卷煙企業(yè)來(lái)說(shuō)更是如同生命一般重要。對(duì)于消費(fèi)者而言，產(chǎn)品與品牌這兩個(gè)概念詞在某種程度上在消費(fèi)者眼里已成等號(hào)概念，每一款香煙規(guī)格與其品牌有著非常直接的聯(lián)系。卷煙品牌的發(fā)展對(duì)于一個(gè)企業(yè)來(lái)說(shuō)是根基，而企業(yè)推出的每一個(gè)產(chǎn)品則是這個(gè)企業(yè)的每一片莖葉。湖北煙草從1916年至今已經(jīng)發(fā)展了近100年的歷史，其經(jīng)歷過(guò)數(shù)代高潮迭起。從2003年至今湖北中煙通過(guò)梳理品牌脈絡(luò)主打黃鶴樓品牌宣傳戰(zhàn)略，創(chuàng)造了一連串銷(xiāo)售奇跡，被國(guó)家煙草總局的領(lǐng)導(dǎo)評(píng)價(jià)為為“黃鶴樓品牌，為中國(guó)卷煙工業(yè)譜寫(xiě)了一個(gè)異軍突起，后來(lái)居上的品牌奇跡�！� 本文目的在于對(duì)黃鶴樓品牌發(fā)展與包裝設(shè)計(jì)形式的研究，結(jié)合市場(chǎng)學(xué)、包裝美學(xué)的理念創(chuàng)造更能有效的結(jié)合于當(dāng)前社會(huì)形式的更能被消費(fèi)者接受的規(guī)格產(chǎn)品，在已有的黃鶴樓產(chǎn)品中創(chuàng)造新思路制造新樣式打造新經(jīng)典。 本文將通過(guò)總結(jié)黃鶴樓品牌歷史，分析黃鶴樓品牌的設(shè)計(jì)理念及其包含的文化底蘊(yùn)，并重點(diǎn)解讀黃鶴樓品牌的“新古典主義”設(shè)計(jì)風(fēng)格；以1916黃鶴樓為案例解碼“年份命名”、“東情西韻”、“懷舊基調(diào)”、“經(jīng)典配方”、“創(chuàng)新”、“卓越”這六大關(guān)鍵詞。 本文將以中國(guó)經(jīng)濟(jì)和煙草行業(yè)的改革為背景，分析當(dāng)前情形下卷煙品牌的發(fā)展困難和發(fā)展機(jī)遇。當(dāng)前和未來(lái)一段時(shí)期，卷煙將從以前追求高端定價(jià)、打造天價(jià)煙為主的品牌策略回歸大眾消費(fèi)人群。由此，香煙的包裝設(shè)計(jì)思路也將隨之調(diào)整為從消費(fèi)者需求出發(fā)，設(shè)計(jì)出簡(jiǎn)約精致的產(chǎn)品包裝、在設(shè)計(jì)中體現(xiàn)人文情懷顯得尤為重要。設(shè)計(jì)師的工作是要告別低成本換取高回報(bào)的老想法，帶著“殺雞也要用牛刀”的心態(tài)，，設(shè)計(jì)出精致、有檔次、有想法的大眾化卷煙消費(fèi)產(chǎn)品。 最后，筆者將通過(guò)自行設(shè)計(jì)的“好運(yùn)香煙”、“黃鶴樓6號(hào)”包裝以及包裝上增添原創(chuàng)技術(shù)類(lèi)圖示的設(shè)計(jì)來(lái)闡述黃鶴樓卷煙品牌今后設(shè)計(jì)應(yīng)如何從歷史中挖掘品牌價(jià)值，并從卷煙自身的技術(shù)、原料、配方中挖掘其深刻的營(yíng)銷(xiāo)價(jià)值，設(shè)計(jì)出真正吸引煙民的獨(dú)有創(chuàng)意規(guī)格。
[Abstract]:With the development of the times, the word "brand" has played a pivotal role. Brand, now for a cigarette enterprise is as important as life. To consumers, the concept words "product" and "brand" have to some extent become the concept of equal sign in the eyes of consumers, each cigarette specification has a very direct relationship with its brand. The development of cigarette brand is the foundation for an enterprise, and every product launched by the enterprise is every piece of stem and leaf of the enterprise. Hubei tobacco has been developed for nearly 100 years since 1916. From 2003 to now, Hubei Zhongyan has created a series of sales miracles by combing the brand context leading to the brand promotion strategy of Yellow Crane Tower, which has been evaluated as "Yellow Crane Tower Brand" by the leadership of the State Tobacco Administration. For the Chinese cigarette industry has written a sudden rise, the brand miracle coming from behind. " The purpose of this paper is to study the brand development and packaging design form of Yellow Crane Tower, combining with marketing, packaging aesthetics concept to create more effective integration in the current social form of more consumer acceptable specifications, Create new ideas in existing Yellow Crane Tower products, create new styles and create new classics. This paper will summarize the history of the Yellow Crane Tower brand, analyze the design concept of the Yellow Crane Tower brand and its cultural background, and focus on the interpretation of the "Neo-classicism" design style of the Yellow Crane Tower brand, and take the 1916 Yellow Crane Tower as a case study to decode the "year name". The six key words are East Love and Western Rhyme, nostalgic tone, Classical Formula, Innovation and Excellence. Based on the reform of China's economy and tobacco industry, this paper analyzes the development difficulties and opportunities of cigarette brands in the current situation. At present and in the future, cigarettes will go from the pursuit of high-end pricing, creating a brand strategy dominated by high-priced cigarettes to return to the masses of consumers. As a result, cigarette packaging design will be adjusted to meet the needs of consumers, the design of simple and delicate product packaging, in the design of humanistic feelings is particularly important. The designer's job is to bid farewell to the old idea of low cost in exchange for high returns, with the mentality of "killing chickens and using oxen knives" to design sophisticated, grade, and thoughtful mass cigarette consumer products. Finally, the author will expound how the brand design of the cigarette brand of Yellow Crane Tower in the future should excavate the brand value from history through the self-designed "good luck cigarette", "Yellow Crane Tower 6" packaging and the design of adding original technical graphics on the packaging. And from the cigarette own technology, raw material, formula excavates its profound marketing value, designs the unique creative specification which really attracts the smoker.
【學(xué)位授予單位】：湖北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F426.8;J524.2

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本文編號(hào)：1951615