沈永和牌绍兴黄酒品牌设计研究

【外文题名】

【作者】 周勤

【关键词】 沈永和 黄酒 品牌 包装

【外文关键词】 Shenyonghe;rice wine;brand;packing

【导师姓名】张大鲁

【学位名称】硕士

【学位年度】暂无

【学位授予单位】暂无

【录入时间】2015-02-11

【全文挂接】 读秀挂接

【摘要】究相关的文献和成功案例、走访黄酒企业，收集大量相关资料、比较不同种类和品牌黄酒，分析各自优缺点的方法，找出问题所在，努力突破，经过创意、分析、比较，拿出一套既迎合消费群体喜好，又不失品位和美感，符合沈永和品牌个性的全新“沈永和”绍兴黄酒品牌形象设计，突出体现产品内在文化，让更多的人了解“沈永和”牌黄酒，让更多的人接受“沈永和”牌黄酒。

【外文摘要】Nowadays many brands of rice wine flooding the market, traditional old brand is difficult to adapt to the increasingly fierce market competition. Only through the new brand positioning and image design, can increase product sales, establish a brand image, and stimulate consumers’ product cognition.This topic is based on "Shenyonghe" Shaoxing rice wine brand image design as a starting point to research, according to the analysis of the existing "Shenyonghe" brand logo, brand text, packaging etc., through the study of relevant literature and successful cases, visit the rice wine enterprises, collect of a large number of relevant data, comparison of different types and brands of rice wine, analysis of the advantages and disadvantages , find out the problem, and strive to break through, through creative, analysis, comparison, make a new "Shenyonghe" Shaoxing rice wine brand image design, which not only cater to consumer preferences, without losing the taste and aesthetic feeling, meets "Shenyonghe" brand's personality , highlight the product intrinsic culture, make more people understand "Shenyonghe" rice wine, make more people to accept the "Shenyonghe" rice wine.