摘要
目的研究现代品牌管理理论在中国民间工艺品包装设计中的策略应用。方法从分析我国民间工艺品品牌化现状入手,通过对中国民间工艺品品牌的细分,分析了中国民间工艺品品牌化管理中的现代包装设计。结论中国民间工艺品品牌化包装设计策略有视觉审美型、功能至上型、绿色环保型、文化情感型和品牌合作型。
Objective To study the strategic application of modern brand management theory in the packaging design of folk arts and crafts in China. Methods Firstly it analyzed the current situation of folk arts and crafts branding in China,and then combined with the segmentation of folk arts and crafts branding,it analyzed the modern packaging design in branding management of Chinese folk arts and crafts. Conclusion Packaging design strategies branding for arts and crafts in china include the type of visual aesthetic,priority to function,greens environmental protection,cultural emotion and brand alliances.
出处
《包装工程》
CAS
CSCD
北大核心
2014年第20期91-94,共4页
Packaging Engineering
基金
河南省科技厅项目(122400450184)
关键词
民间工艺品
细分
品牌化
包装
设计策略
folk arts and crafts
segmentation
branding
packaging
design strategy
