渝东南论文渝东南土特产包装设计现状及对策探究.doc

渝东南论文：渝东南土特产包装设计现状及对策探究【中文摘要】渝东南地区位于重庆东南与湘、鄂、黔交界的武陵山脉区,在特殊的地理环境下,这里的土特产种类繁多、风味独特,并具有绿色、环保、无污染等特点。随着工业化与现代化进程的加速,城市规模的不断扩大,各地的土特产越来越受到人们的关注,因为土特产给予了现代社会产品安全性与田园生活追求的慰藉。土特产逐渐进入到现代商品市场的生产和流通领域中,并成为地方商品经济发展中的重要组成部分。随着渝东南新农村建设、交通信息的日益便捷、旅游业的发展为土特产的发展提供了优良的发展空间。构建和谐社会,要求把边远地区的经济文化的可持续发展立论于”人与人“的和谐关系和“人与自然”和谐关系相统一。同时,发展渝东南地区的地域文化和地方经济也是实现民族大融合的重要策略。渝东南土特产的销量一直很差,市场运营不容乐观,其品牌知名度也较低。究其原因,是多方面的,但是最突出的原因就是其包装设计落后,包装文化不能与时俱进,包装功能不能满足消费者的需求,包装的审美意义不能突出其地域的特色文化、包装理念不能与市场需求同步。为了发挥渝东南地区各类土特产品的优势,并使这些土特产能打入国际国内市场,获得消费者的青睐,从而带动渝东南的经济文化发展。本文以艺术学为主,综合美术学、民族学、美学、社会学、市场营销学、心理学等学科的相关知识对土特产品的包装现状进行系统化分析,并通过旁征博引的手法,从国外先进的包装理念与国内富有特色的包装技术入手,指出了现有土特产品包装设计中存在的问题与不足,并探究性地提出了各类土特产品的包装设计思路与策略。包装设计不可能墨守成规,其思路是多样的,易变的,随着时代的变迁、科技的发展和生产方式、生活观念的改变,这些都将会引起渝东南土特产包装设计的观念态度、价值原则、技术手段的变迁。本文通过对渝东南土特产品包装设计现状的分析,旨在对土特产包装存在的问题,如不重视产品包装、包装设计简单、设计元素缺乏地域文化和民族文化、缺少品牌意识等问题进行分析研究,以望能改变现状的理论策略。同时也提出了作为渝东南土特产包装的设计者在进行包装创意设计时,必须对当地的民族文化素养和当地的地域文化有较深度地研究,坚持理论与实践相结合,推动土特产品包装设计水平的迅速发展。全文主要分为三个板块,首先对渝东南土特产开发和意义进行论述,其次对渝东南土特产包装现状进行系统化分析,研究分析包装落后的原因,最后利用现代包装设计理念及思潮对土特产包装提出改良策略,并结合国内外比较先进的民族包装设计理念进行深入分析与研究,立足与时俱进的思想,探究适合渝东南土特产包装设计方法与理念。三个板块相互关系,前面的板块为后面的板块作铺垫,并相互呼应,本文重点对现状改良方法加以讨论。以上所述,从理论上论证了对渝东南土特产包装设计研究的必要性与重要性,同时从实践上也阐明了对渝东南土特产包装设计进行技术开发的可行性。渝东南地区的民族文化是灿烂的,土特产是精良的,待以人的关注与开发。并籍以此文,希望能起到抛砖引玉的作用,为当地政府和企业在发展土特产经济,制订包装设计政策、拓宽包装设计渠道、促进包装绿色化生产提供有效的理论依据和运用参考。【英文摘要】Southeast Chong Qing area locates in Wu Ling mountainous area, bordering Hu Nan, Hu Bei, Gui Zhou, surrounded by green mountains and rivers, various local special products grows here with uncontaminated quality. With the speeding of industrialization and modernization and the enlargement of city scale, local special products from pure environment are becoming increasingly popular, for its consolation on peoples seeking productssafety and rural dream. Thus local special products gradually melt into the field of manufacture and circulation of modern commodity market, becoming a necessary part of commodity economy development in many districts.Aided by the policy of developing west areas, Southeast Chong Qing utilizes all favorable factors to explore the suitable ways to accelerate the development of local economy and culture, aiming to construct a harmonious society. Under this requirement, the sustainable development of remote and underdeveloped areas should be based on the integration of the harmonious interpersonal relationship and harmonious relationship between people and nature. it is also an important way to unify different ethnic people. In order to develop the advantage of local special products in Southeast Chong Qing and get them into both home and international markets successfully and become popular among consumers so that the economy and culture in Southeast Chong Qing could be accordingly developed, the author of this essay tries to analyze systematically on the current problems in package design of local special products and their coping strategies. This essay is based on art theory of advanced technology of package in the world and prominent technology in our country, synthesized with related knowledge from fine arts, ethnology, aesthetics, sociology, marketing and psychology.The thinking way of package is flexible and multiple, with the change of time, development of science and technology, change of production way, ideas of life, the attitude, value and skills of package design will also be changed. This essay points out the existing problems in package design, like not enough attention is paid to package, too simple package design, lack of regional and ethnic culture, lack of brand awareness. Primitive improving suggestions are also put forward, including basic principle, methods, research and theoretical knowledge on local culture.This essay includes three parts, the first part is about the goal and significance of exploring local special products; the second part is an analysis on the cause of laggard development of package design in Southeast Chong Qing; the final part is about the improvement of package design using modern ideas and fashionable methods, deep research and analysis are carried out on how to combine advanced ethnic package with local special products. The first two parts serves the third part, focusing on the improving strategies. As we can see from the above mentioned, theoretically, I discuss the necessity and importance of the package design for local special products in Southeast Chong Qing, at the mean time, I also explore the feasibility of technology development of package design. Local special products in Southeast Chong Qing are of high quality, local ethnic culture is brilliant, expecting more people to take part in the exploration. Hopefully, this essay will be helpful in making package design policy, broadening ways of designing, accelerating green package and developing local economy. I hope it be an effective theoretical evidence and reference for the enterprises and the local governments.【关键词】渝东南 土特产 包装设计 现状 对策【英文关键词】Southeast Chong Qing local special product package design current situation coping strategy【目录】渝东南土特产包装设计现状及对策探究中文摘要3-5英文摘要5-61 绪论9-171.1 选题背景9-101.2 研究目的与意义101.3 课题研究的创新点与重点10-111.4 研究的主要内容111.5 研究的学科基础11-121.6 研究的主要方法12-131.7 文献综述13-151.7.1 关于包装设计艺术学的学术专著14-151.7.2 关于国内土特产研究的学术论文151.8 本课题的可行性论证15-172 渝东南土特产包装的调查及现状解读17-272.1 土特产包装设计概述17-182.2 对渝东南土特产包装的市场调查182.2.1 市场调查的重要性182.2.2 市场调查目标的界定182.3 对渝东南土特产市场调查的情况分析18-202.3.1 土特产的产地概况18-192.3.2 特色土特产介绍192.3.3 土特产销售情况19-202.3.4 调查结果分析202.4 渝东南土特产包装存在的主要问题20-242.4.1 缺乏品牌文化意识20-212.4.2 缺乏地域文化特色21-222.4.3 包装的造型无创意222.