摘要
目前人们的消费已不仅仅是一种物的消费,更多的是一种符号消费.从"物的消费"过渡到"符号消费"成为当今消费社会的突出特点.包装作为一种符号,体现了一个品牌的价格定位和品牌诉求,是同一个品牌定位的外化的符号.包装不仅向消费者传达了其产品本身的使用价值,也传递了该品牌产品的符号价值.作者从白酒包装的角度出发,阐述了白酒包装的符号价值和符号消费,由此得出了其符号价值和符号消费之间的关系.
Nowadays,the world has developed into a world of symbol consumption.Consumption is not only a kind of material consumption,but also a kind of symbol consumption.Transition from ＂material consumption＂ to ＂symbol consumption＂ is an outstanding characteristic of nowadays＇ consumption.As a symbol,packaging embodies a brand＇s price orientation and brand＇s implications.It＇s an external symbol for a specific brand.Packaging delivers not only the value of the product itself,also the symbol value of the brand.This paper expatiate on symbol value and symbol consumption of liquor packaging,and further analyzes the relationship between symbol value and symbol consumption.
出处
《陕西科技大学学报（自然科学版）》
2009年第6期168-171,共4页
Journal of Shaanxi University of Science & Technology
关键词
符号消费
符号价值
白酒包装
品牌
symbol consumption
symbol value
packaging of liquor
brand
