| 周家乐.酒瓶造型中身份特征的识读与记忆研究[J].包装工程,2018,39(2):85-88. |
| 酒瓶造型中身份特征的识读与记忆研究 |
| Read and Memory of Identity Characteristics in Bottle Shape |
| 投稿时间：2017-08-21 修订日期：2018-01-20 |
| DOI： |
| 中文关键词: 酒瓶 身份特征 识读 记忆 |
| 英文关键词: bottle identity characteristics read memory |
| 基金项目:四川省哲学社会科学重点研究基地川酒发展研究中心项目(CJY15-09）；四川省高校人文社会科学重点研究基地川酒文化国际传播研究中心项目（CJCB15-08） |
|
| 摘要点击次数: |
| 全文下载次数: |
| 中文摘要: |
| 目的 强化酒瓶的身份特征，提高酒瓶的识别、识读与记忆功能。方法 从消费者的认知视角来探索酒瓶的造型与品牌传播，通过市场调研并结合案例分析，提出“强化酒瓶的身份特征以提升其识别力度，简化酒瓶的身份特征以提升其识读速度，以及优化酒瓶的身份特征以提升其记忆深度”3种递进研究方法，希望借此方法提升酒瓶的传播力度和营销功能。结论 针对酒瓶造型普遍存在形式识别、内容识读和品牌记忆欠缺的现状，基于消费者的认知视角，通过强化酒瓶的身份特征来提升酒瓶的传播力度与市场竞争力，从而达到消费者对酒瓶的认知要求和酒类品牌传播的目的。 |
| 英文摘要: |
| It aims to strengthen the identity characteristics of wine bottle, improve the read and memory functions of the bottle. Exploring the shape of wine bottles and information dissemination from the perspective of consumer perception, through market research combined with case analysis, puts forward the "Reinforce the bottle identity characteristics in order to improve its recognition, simplify the bottle identity characteristics in order to enhance its reading speed, optimize the bottle identity characteristics in order to enhance the memory depth" three progressive research methods, we hope to use these method to promote the spread and marketing of wine bottles. According to the present situation of pattern recognition, content awareness and lack of brand memory is prevalent in the bottle form, based on the cognitive perspective of consumers in the data era, by strengthening the identity characteristics of wine bottles to enhance the spread of wine bottles and market competitiveness, thus, the wine bottle can achieve the dual function of the carrier of matter and media. |
|
查看全文
查看/发表评论 下载PDF阅读器 |
| 关闭 |
|
|
|
