| 摘要: |
| 目的 准确获得消费者对牛奶包装设计的感性需要，提高商品的市场占有率。方法 首先运用Kano模型对消费者关于牛奶包装的需求展开调研分析。其次对调研结果按照基本需求、期望需求、魅力需求进行分类。最后结合调研结果，构建基于消费者需求的信息转译模型。结果 以某品牌牛奶包装设计为例，基于牛奶包装的需求方向，进行包装的信息转译设计实践，以满足消费者的需求。结论 包装设计效果得到企业肯定，并计划投产，初步验证了此包装设计方法的可行性，为企业提供了一定的方法依据。 |
| 关键词: 消费者 Kano 包装设计 本土品牌 文化转译 |
| DOI：10.19554/j.cnki.1001-3563.2022.10.047 |
| 分类号:TB472 |
| 基金项目:喀什大学校内一般课题(2021)1740 |
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| Milk Packaging Design with Consumer Satisfaction |
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HE Lu-jun
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(Kashi University, Xinjiang Kashi, 844000, China)
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| Abstract: |
| In order to accurately obtain consumers' perceptual needs for milk packaging design and improve the market share of commodities Firstly, the Kano model was used to analyze the consumers' demand for milk packaging. Secondly, the survey results were classified according to the basic demand, expectation demand and charm demand. Finally, combined with the research results, the information translation model based on consumer demand is constructed. Taking a brand of milk packaging design as an example, based on the direction of consumer demand for milk packaging, packaging information translation design practice was carried out to meet the needs of consumers.The effect of packaging design has been affirmed by the enterprise, and it is planned to be put into production. The feasibility of this packaging design method is preliminarily verified, which provides a certain method basis for enterprises. |
| Key words: consumer Kano packaging design local brand cultural translation |
