| 黄秋尘,冯小玮.社会化媒体语境下的饮料包装传播功能研究[J].包装工程,2017,38(6):224-227. |
| 社会化媒体语境下的饮料包装传播功能研究 |
| Communication Function of Beverage Packaging in the Context of Social Media |
| 投稿时间：2016-11-10 修订日期：2017-03-20 |
| DOI： |
| 中文关键词: 包装设计 包装媒体化 品牌传播 社会化媒体 |
| 英文关键词: Packaging design packaging media brand communication social media |
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| 中文摘要: |
| 目的 对饮料包装的品牌传播价值与品牌传播策略进行研究。方法 以品牌传播学相关理论为基础，分析社会化媒体基本特征，并结合典型的个案进行研究。结论 社会化媒体的出现改变了品牌传播的环境。包装作为连接品牌与消费者的媒介，包装设计要在分析品牌定位和受众人群的基础上对包装进行媒体化改造，以增强包装的传播功能，使其成为品牌传播的重要平台。 |
| 英文摘要: |
| It aims to analyze the brand communication value and strategy of beverage packaging. Based on the relevant theory of brand communication, it analyzes the basic characteristics of social media, combined with the typical case studies. The emergence of social media has greatly changed the environment of brand communication. Packaging plays a key role in connecting the brand and the consumers. Packaging design should enhance the communication function of packaging on the basis of in-depth analysis of the brand positioning and the audience crowd. So that packaging has become an important platform for brand communication. |
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