开放式创新视阈下中国白酒包装设计研究

RESEARCH ON PACKAGING DESIGN OF CHINESE LIQUOR FROM THE PERSPECTIVE OF OPEN-INNOVATION

分析中国白酒包装在文化传播、叙事推广、品牌塑造中所发挥的作用,指出现有白酒包装在设计上的优势与不足,提出白酒包装国际化的发展策略。以酒包装设计理论和原则为基础,结合中西酒包装设计差异性的研究和开放式创新的策略,论述了创新包装设计对中国白酒走向世界市场的价值和意义。由此阐释了中国白酒包装在多元文化背景下、多元设计融合下、多元体验重构下以及多元品牌塑造下的创新设计方法,提出了巧用内部传统知识理念与外部知识源相结合来引导包装创新的设计理念。

The purpose of this paper is to analyze the role that Chinese liquor packaging plays in cultural communication,narrative promotion and brand shaping.At the same time,it also illustrates the advantages and disadvantages of the existing liquor packaging in design,and puts forward the development strategy that how to make liquor packaging internationalization.The adopted method is based on the theory and principles of liquor packaging design.Furthermore,by combining the research on the differences between Chinese and western liquor packaging design and the open innovation strategy,this paper analyzes the value and significance of innovative packaging design for Chinese liquor to enter the world market.Under the background of multi-cultural,multi-design integration,multi-experience reconstruction,Chinese liquor has put forward an innovative design method based on multi-brand building,which uses the combination of internal traditional knowledge concept and external knowledge sources to guide the design concept of packaging innovation.