本文選題：卷煙包裝設(shè)計(jì) + 消費(fèi)心理　； 參考：《湖南工業(yè)大學(xué)》2007年碩士論文

【摘要】： 我國是一個(gè)卷煙生產(chǎn)和消費(fèi)大國,截止到2005年12月,卷煙行業(yè)在產(chǎn)卷煙品牌為203個(gè),4個(gè)品牌卷煙牌號(hào)年銷量超過百萬大箱,煙草制造行業(yè)累計(jì)資產(chǎn)達(dá)3282.64億元,是目前世界上銷量最大、牌號(hào)最多的卷煙消費(fèi)市場(chǎng)。面對(duì)品牌眾多的卷煙市場(chǎng),消費(fèi)者的購買行為有很大的選擇性,而這種選擇性正是某些牌號(hào)卷煙暢銷,某些牌號(hào)滯銷的重要原因。從心理學(xué)方面的理論我們可以知道:任何消費(fèi)者購買商品,都要通過自己對(duì)這一品牌的印象進(jìn)行綜合分析,才決定是否購買,而卷煙的品牌、包裝和廣告正是對(duì)消費(fèi)者產(chǎn)生心理作用的主要線索,也是卷煙市場(chǎng)營銷活動(dòng)的重要工具。 近幾年,我國卷煙包裝有了很大發(fā)展,有些卷煙包裝遠(yuǎn)遠(yuǎn)超過了一些國際著名品牌的卷煙包裝水平。但同時(shí)也存在一些問題:首先是部分卷煙企業(yè)過于追求豪華卷煙包裝,卷煙包裝檔次越來越高,造成卷煙包裝材料在產(chǎn)品成本中占有非常大的比例;其次是不可降解鋁箔、金銀卡紙、鏡面紙等其它非環(huán)保材料的使用日益增多,這些包裝物廢棄后難以回收利用、難以降解,造成環(huán)境污染和資源浪費(fèi);再次是這些高檔材料的使用降低了包裝機(jī)的速度和效率。隨著我國加入WTO后對(duì)外開放的不斷擴(kuò)大和《煙草控制框架公約》的簽署,卷煙行業(yè)正面臨著許多新機(jī)遇、新挑戰(zhàn)、新課題,特別是《公約》的簽署,將對(duì)卷煙包裝的影響更為深遠(yuǎn),對(duì)商標(biāo)設(shè)計(jì)、印刷工藝、卷煙包裝材料及機(jī)械設(shè)備等提出了更高要求。各卷煙企業(yè)如何改善卷煙包裝,使其既增加產(chǎn)品競爭力,又符合國際潮流和法律法規(guī),是卷煙企業(yè)必須面對(duì)的現(xiàn)實(shí)而又緊迫的問題。 本文主要依據(jù)國家煙草專賣局、國家信息中心、國務(wù)院發(fā)展研究中心、國家統(tǒng)計(jì)局等權(quán)威渠道數(shù)據(jù),同時(shí)采用中心大量的產(chǎn)業(yè)數(shù)據(jù)庫以及對(duì)卷煙行業(yè)所進(jìn)行市場(chǎng)調(diào)查和相關(guān)文獻(xiàn)資料的搜集,綜合運(yùn)用定量和定性的分析方法撰寫而成。主要闡述卷煙產(chǎn)品與消費(fèi)者之間的“橋”——卷煙包裝設(shè)計(jì),這座“橋”的外觀給人的第一印象往往直接關(guān)系到該產(chǎn)品的銷量�？梢哉f,包裝是否得體,會(huì)影響消費(fèi)者的消費(fèi)心理,而消費(fèi)心理與消費(fèi)習(xí)慣有著不可分割的聯(lián)系。習(xí)慣一經(jīng)形成,將出現(xiàn)固有的消費(fèi)心理模式。這種模式的出現(xiàn)意味著這一產(chǎn)品有了固定的消費(fèi)群體。 此外,在卷煙包裝設(shè)計(jì)的研究中具有第二座“橋”,即消費(fèi)者的消費(fèi)心理與卷煙包裝設(shè)計(jì)之間的關(guān)系問題。簡言之,二者之間存在著影響與被影響和客體對(duì)主體的反影響的辨證關(guān)系。本文將結(jié)合設(shè)計(jì)學(xué)和消費(fèi)心理學(xué)的理論、知識(shí)和方法,尤其在綜合兩類學(xué)科的交叉基礎(chǔ)上,對(duì)卷煙包裝的設(shè)計(jì)、消費(fèi)、品牌和文化影響力進(jìn)行分析,并試圖通過卷煙包裝設(shè)計(jì)的主體研究后,進(jìn)而擴(kuò)展至市場(chǎng)研究和中外卷煙的包裝和廣告的比較研究。希望通過這種學(xué)科交叉研究的嘗試,梳理出當(dāng)下我國卷煙包裝與卷煙市場(chǎng)間存在的問題、面臨的機(jī)遇,以及解決問題和合理的持續(xù)發(fā)展的構(gòu)想。
[Abstract]:China is a big country in cigarette production and consumption. By the year of December 2005, the cigarette industry produced 203 cigarette brands, 4 brands of cigarette brands sold more than millions of big boxes, and the total assets of the tobacco manufacturing industry reached 328 billion 264 million yuan, which is the largest sales market in the world and the most famous brands of cigarettes. In the field, the purchase behavior of consumers is very selective, and this selectivity is the important reason for some brands of cigarettes to be sold well and some of the brands are unsalable. From the psychological theory we can know that any consumer buys goods through a comprehensive analysis of the impression of this brand to decide whether to buy, and cigarettes Brand, packaging and advertising are the main clues to the psychological function of consumers, and they are also important tools for cigarette marketing activities.
In recent years, there has been a great development in cigarette packaging in China. Some cigarette packages are far beyond the packaging level of some famous international brands. But at the same time, there are some problems: first, some cigarette enterprises are overly pursuing Deluxe cigarette packaging, and the packing grade of cigarettes is becoming higher and higher, causing cigarette packaging materials to occupy the cost of products. The second is the increasing use of non degradable aluminum foil, gold, silver paper, mirror paper and other non environmental materials, which are difficult to be recycled after they are abandoned, and are difficult to degrade, cause environmental pollution and waste of resources. Again, the use of these high-grade materials reduces the speed and efficiency of the packaging machine. With China's entry into the WTO The continuous expansion of opening to the outside world and the signing of the tobacco control framework convention, the cigarette industry is facing many new opportunities. New challenges, new topics, especially the signing of the Convention, will have a more far-reaching impact on cigarette packaging, and higher requirements for trademark design, printing technology, cigarette packaging materials and mechanical equipment. It is a realistic and urgent problem for cigarette companies to improve cigarette packaging so as to increase their competitiveness and conform to international trends and laws and regulations.
This article is mainly based on the National Tobacco Monopoly Bureau, the National Information Center, the State Council Development Research Center, the National Bureau of statistics and other authoritative sources, at the same time, it adopts a large number of industrial databases and the collection of market investigation and related literature on the cigarette industry, and is composed of a comprehensive quantitative and qualitative analysis method. To explain the "bridge" between the cigarette product and the consumer, the design of cigarette packaging, the first impression of the "bridge" is often directly related to the sales of the product. It can be said that the proper packaging will affect the consumer's consumption psychology, and the consumption psychology has an inseparable connection with the habit of eliminating the expense. The emergence of this model means that this product has a fixed consumer group.
In addition, there are second "bridges" in the study of cigarette packaging design, that is, the relationship between consumer psychology and cigarette packaging design. In short, there is a dialectical relationship between the influence and the influence of the two and the object's anti influence on the subject. This article will combine the theory of planning and consumer psychology, knowledge and methods, In particular, the design, consumption, brand and cultural influence of cigarette packaging are analyzed on the basis of the cross section of two kinds of disciplines. After the study of the main body of cigarette packaging design, the paper then extends to the comparative study of the market research and the packaging and advertising of Chinese and foreign cigarettes. The problems existing in China's cigarette packaging and cigarette market, the opportunities they face, and the concept of solving problems and rational sustainable development.
【學(xué)位授予單位】：湖南工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2007
【分類號(hào)】：J524.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 何燕;材料在香煙包裝中的設(shè)計(jì)語言研究[D];湖南工業(yè)大學(xué);2010年

2 侯海鷗;基于消費(fèi)心理下的中國住宅室內(nèi)設(shè)計(jì)研究[D];湖南工業(yè)大學(xué);2012年

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本文編號(hào)：1960031