| 张琲,郏林彤.天津农产品区域公用品牌的包装设计研究[J].包装工程,2019,40(18):227-231. |
| 天津农产品区域公用品牌的包装设计研究 |
| Packaging Design of Regional Public Brands of Tianjin Agricultural Products |
| 投稿时间：2019-05-14 修订日期：2019-09-20 |
| DOI：10.19554/j.cnki.1001-3563.2019.18.036 |
| 中文关键词: 天津 农产品 区域公用品牌 包装设计 |
| 英文关键词: Tianjin agricultural products regional public brands packaging design |
| 基金项目:天津市农业科技示范推广项目《天津市农业品牌规划、设计及推广》（201801090） |
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| 中文摘要: |
| 目的 通过对天津农产品区域公用品牌的农产品包装设计，树立品牌形象，以加强对天津农产品区域公用品牌的宣传力度，进一步提升天津农产品区域公用品牌的知名度。方法 首先，提炼出天津农产品区域公用品牌定位的关键词。其次，通过市场调查、走访生产经营企业、查阅相关文献等方法，分析现有农产品包装问题。最后，通过研究包装设计与品牌的关系，结合天津农产品区域公用品牌的市场定位，提出天津农产品区域公用品牌农产品的包装设计风格，形成部分品牌农产品的包装设计。结论 通过天津农产品区域公用品牌的包装设计，突出品牌的个性、调性和统一性，使天津农产品区域公用品牌的包装与竞争对手产生明显的差异性，加强消费者的辨识度。 |
| 英文摘要: |
| The work aims to establish a brand image through the design of agricultural product packaging for the regional public brands of Tianjin agricultural products, in order to strengthen the publicity and further enhance the popularity of the regional public brands of Tianjin agricultural products. Firstly, the key words of the regional public brand positioning of Tianjin agricultural products was extracted. Secondly, through market survey, visiting production and operation enterprises, consulting relevant documents and other methods, the problems existing in agricultural product packaging were analyzed. Finally, by studying the relationship between packaging design and brands, and in combination with the market positioning of regional public brands of Tianjin agricultural products, the packaging design style of regional public brands of Tianjin agricultural products was proposed to form the agricultural product packaging design of some brands. Through the packaging design of the regional public brands of Tianjin agricultural products, the characteristic, tonality and unity of the brand are highlighted, making the packaging of regional public brands of Tianjin agricultural products significantly different from the competitors, and enhancing consumer recognition. |
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