earticle

영어

The design of package can show a good impression of product, and it is one of the important methods to achieve the economic value. On the other hand, it is an important way to improve the profit of company, increase the reliance and convenience of the custmers on products, and make the circulate more effective. In this paper, we make a theoretical anslysis on the impression of the package design of beer. On the basis of analysis, by the analysis of selective samples and the investigations on custmers, the preference of custmers on design is shown. Based on the investigations on international websites, considering the common theory on package design and analyzing the selective samples and investigation results, we propose the method and the range of content of this paper. In the analyzing of selective samples part, the sample is Chinese QingDao beer。Based on the analysis of constitutes of package design and integrated investigations, we obtain the main ways of package designs. In the first chapter, the aim, background and content of this research are shown. In the second chapter, we make a simply introduction and analyze constitutes of the Chinese beer market and current conditions of the Chinese beer companies. In third chapter, based on the investigations of QingDao beer, we make some common analysis on the package design of QingDao beer, and introduce the defination of QingDao beer, its development process, and the types of products. In the fourth chaper, we make an analysis on current conditions and aesthesiacharacteristics of the selected international marks. Based on the five indicators of the investigations, we make some comparsions and anslysis on the marks. Furthermore, we propose some improvement suggestions of package design of QingDao beer. The basis of difference and competition of product does not belong to the interal factors of product, but consists of some external factors, such as the design and service. To improve the visual sense and esthesis, the famous marks begin to shown constitutes of visualization on the package design. The Chinese beer market is also changing. For example, in the past the design focuses the bottles of beer, but now, the style of design becomes increasingly various. A good package design should include two characteristics, incentive the desire of buying from the custmers, at the same time, show the visualizations of the marks by considering the importance of design. The investigation results show that, the good package design of the beer is the way to increase the competitive ability of beer products.

중국어

所谓包装设计，是在形成良好的产品印象的同时，创造出经济价值的重要营销战略之一.另一方面是企业提高利润和促进消费者的商品购买信赖性，便利性，流通的效率性的重要手段. 本研究报告旨在对啤酒的包装设计的印象进行理论性的分析.并在分析的基础之上，通过选择性的产品事例分析和慎重的消费者设问调查，说明什么是消费者对设计的喜好倾向和具体表见. 本研究报告的范围和方法，是通过考察国内外的互联网网站，参考包装设计的一般性理论，并在产品事例分析和消费者设问调查的基础上完成的.而事例分析的选择范围则是以现流通中的中国青岛啤酒为研究对象，具体分析包装设计的构成要素，并通过通过综合性的调查归纳出包装设计的主要战略手段. 第一章说明研究目的 及背景和范围， 在第二章里，简单介绍并分析现有的中国啤酒产业市场的构成和现状以及啤酒企业的现状.第三章里，通过对青岛啤酒公司的研究调查，对青岛啤酒的包装设计进行一般性的考察，并具体介绍青岛啤酒的产品定义，发展过程以及产品种类.而在第四章里，则对选择出的国内外标志性品牌的现状和知觉特性进行分析.此外在调查中设立5个主要指标，把各个品牌之间进行相互比较分析.并在此基础上，提出青岛啤酒的包装设计的改善方向. 产品的差别化和竞争力的基础并不是产品的内在元素，而是由设计或服务等外在性的元素构成的.各大品牌为了促进可视化的感官知觉，逐渐的把形象构成要素具体表现在包装设计之中了.中国的啤酒市场也在变化之中，具体表现为单纯以瓶装啤酒为中心进行包装以及进口啤酒的日趋多样性.所谓高超的包装设计就是，刺激消费者的购买力的同时，认识到设计的重要性而努力达到品牌形象效率化表现的营销手段.研究结果表明，高好感度的啤酒包装才是啤酒产品具有竞争力的战略发展方向.