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1、 Classified Index: University Code: 10075 U.D.C: NO: 20100880 A Dissertation for the Degree of M. Arts Study on the characteristics of ShiLiXiang wine pink packaging Candidate：Yu Xiujuan Supervisor：Associate Prof.Hou Zhgang Academic Degree Applied for：Master Degree of Arts Speciality：Art Design Univ
2、ersity：Hebei University Date of Oral Examination：May,2013 摘 要 I摘 要 酒的包装设计是白酒生产中必不可少的一个因素，其发挥的作用日益明显，使其也随之脱掉了作为“保镖”这一单一职业的外衣，重新粉墨登台，成为了市场营销过程的关键之一。伴随着世界文化的相互融合，各种设计思潮和流派的相互影响，致使人们对包装设计的要求也越来越高。酒与包装，在几千年的发展史上，是两个互相融合的互动产业，相互促进，结伴发展，相映生辉，酒是产品，包装后成为商品，进入流通领域。 从近几年的市场发展来看， 包装在企业招商和市场销售中的作用更加明显，企业文化是否能有效传
3、播，如何争取消费者对产品的第一印象，都要靠包装。有的企业甚至已经把包装作为一种与对手竞争的利器。在日趋激烈的国内白酒市场竞争中，三井十里香作为一个地方性的中、低档白酒品牌企业，要如何在众多的中、低白酒品牌中脱颖而出，已成为许多白酒包装设计所面临的重要问题。 重点研究十里香“粉韵柔香”系列的包装设计特点。主要内容是从十里香“粉韵柔香”系列的包装装潢设计、容器造型设计、结构设计、防伪设计等方面进行分析，并通过与经典的中、高档白酒包装对比，得出结论，面对品牌杂乱、产品日趋同质化的市场，中、低档品牌白酒只依靠传统的包装设计以无法在琳琅满目的白酒商品市场立足，除了包装设计新颖独特外，良好的品牌形象，多元
4、化的销售体系和完善的售后系统，都是建立自己品牌忠实消费群的基础。只有走健康设计路线，加强非物质形态包装设计。中、低档品牌白酒，在品种繁多的白酒市场中，才能找到一条康庄大道。 关键词：关键词：十里香 包装设计 特点Abstract IIAbstract Packaging design is an essential factor in liquor production, its role is increasingly obvious, make it comes off as a “bodyguard“ the single professional garments, powder in
5、k on the stage, again become one of the key of the marketing process. Accompanied with the mutual integration of world culture, all kinds of design ideological trend and the interactions of the genre, the people also more and more high to the requirement of packaging design. Wine and packing, in the
6、 history of several thousand years of development, is merging two interactive industry, promote each other, together development, synergies, wine is the product and packaging after become a commodity, entering the circulation field. From the point of market development in recent years, the role of p
7、ackaging in enterprise investment promotion and marketing is more obvious, the enterprise culture whether can effectively spread, how to win over consumers first impression of the product, all must depend on the packing. Some enterprises have even put the packaging as a weapon with which to compete
8、with rivals. In the increasingly fierce competition in the domestic wine market, mitsui miles incense as a regional, medium and low-grade liquor brand enterprise how to in numerous middle and low liquor brands, has become an important problem facing many liquor packaging design. This article focuses
9、 on miles incense rhyme “powder soft sweet“ series of packaging design features. Main content from miles incense rhyme “powder soft sweet“ series of packing decoration design, container modelling design, structural design, security design, etc is analyzed, and compared with classic medium and top gr
10、ade liquor packaging, came to the conclusion that facing the brands and products become increasingly homogeneous market, medium and low-grade brand liquor packaging design to not only depending on traditional liquor in the wide variety of commodity market, in addition to white wine packaging design,
11、 brand positioning must be clear and cultural meaning must be thick, to rich and smooth social psychological foundation, in order to have a stable customer base. Only takes the branding design course, clear consumers psychological needs, medium and Abstract IIIlow-grade liquor brands, in a great var
12、iety of liquor market, to find a way. Key words: Shilixiang Package design Characteristic目 录 IV目 录 绪绪 论论.1 第第 1 章章 十里香“粉韵柔香”系列包装设计背景十里香“粉韵柔香”系列包装设计背景.4 1.1 三井十里香企业文化背景.4 1.2 沧州白酒市场状况分析.4 1.3 粉韵柔香系列推出的背景.5 1.4 粉韵柔香系列品牌理念定位及目标消费者透析.6 第第 2 章章 十里香“粉韵柔香”系列包装艺术设计分析十里香“粉韵柔香”系列包装艺术设计分析 .8 2.1 品牌文字设计特点分析.8 2.2 品牌包装下色彩的研究.10 2.3 品牌包装的图案分析.14 第第 3 章章 “粉韵柔香”系列结构与造型特点研究“粉韵柔香”系列结构与造型特点研究.18 3.1“粉韵柔香”系列结构特点.18 3.1.1 外包装盒结构特点分析.18 3.1.2 内包装结构特点分析.19 3.2“粉韵柔香”系列造型设计特点.
