消费文化与消费心理对烟草包装的制约与影响

Restriction and Influences of Consumer Culture and Psychology on Tobacco Packaging

从消费文化产生的文化背景与社会背景角度,结合万宝路香烟包装文化的实际案例,分析了消费文化对香烟品牌营销及包装设计的影响与制约,并从消费心理的角度,剖析了《世卫组织烟草框架公约》及我国国标《卷烟》的内在含义。论述了烟草包装中消费心理的重要性,提出了香烟包装的发展趋势及相应的应对措施。

From the perspective of the cultural background and social background ot consumer culture, combined wltla the actual cases of Marlboro cigarette packaging, it analyzed the influences and restriction of consumer culture on cigarette brand marketing and packaging design. From the point of view of the consumer psychology, it analyzed the inner meaning of who fctc and GB ＂cigarette＂, discussed the important role of consumer psychology in tobacco packaging, proposed cigarette packaging trends and appropriate response measures.