”娃哈哈“新产品的包装创意及营销设计-1320590517-胡宇韬.docxVIP

本科毕业设计(论文)题目 PAGE 13 PAGE ii 本科毕业设计(论文) FINAL PROJECT/THESIS OF UNDERGRADUATE (XX届) “娃哈哈”新产品的 包装创意及营销设计 Creative Packaging and Marketing Design of“Wahaha Group”New Product 学　　院 专　　业 包装工程 学生姓名 学　　号 指导教师 完成日期 “娃哈哈”新产品的包装创意与营销设计 PAGE 13 PAGE ii 摘 要 如今市场上同类型产品的竞争早已不单单是产品本身质量的比较了，一套优秀的包装创意和营销设计在产品包括品牌的打响上变得尤为重要。包装创意即要求产品的包装设计在自身再设计的纵向历史和在同类型产品的横向比较中都足够新颖和突出；营销设计即要求准确发掘并紧紧抓住产品的卖点和先进的生活理念，将二者有机结合后将产品有计划地推向市场。 “娃哈哈”新产品“爱迪生奶酪酸奶”自2015年年末推出以来，始终难以在与蒙牛、伊利旗下的儿童饮品的竞争中占据一席之地，本文通过科学的对比分析，精心的内容设计，为该产品创造新的竞争力。 包装创意部分，以儿童的需求为核心标准，从结构、色彩和图案三方面进行创意设计，最终以独特的灯泡状瓶型，易提易拆的盒型，明暖可爱的整体色调，简洁直观的图案呈现出来，吸引儿童消费者的同时，很好地与品牌形象相呼应。 营销设计部分，锁定儿童为主要目标人群，针对儿童的几大消费心理特征，再结合当下行业领先的营销观念，从综艺营销、电视广告营销、情怀营销、网络营销、新媒体营销、线下营销等方面为“爱迪生奶酪酸奶”设计了一套全面、高效的营销策划方案，这套营销策划方案不仅仅为商品本身服务，更旨在重振“娃哈哈”品牌，让这个老牌龙头企业展现出新的生机与活力。 关键词：娃哈哈 儿童饮品 包装创意 营销设计 ABSTRACT Nowadays on the market，the result of the similar products’ competition dosen’t only depends on the quality of the products.A good set of creative packaging and marketing design become very important to the spreading of a product and a brand.Creative packaging means that the packing should be original and outstanding in the history of the products’ redesign and comparison of the similar products.Marketing design means that we should excavate and grip the selling points and advanced life idea.Combined both of them and bring the product to market in a planned way. Since the launch of“Hangzhou Wahaha Group”New Product,“Edison Cheese Yogurt”in the end of 2015,“Edison Cheese Yogurt”cannot take its place in the competition with other kids drinking of “Mengniu” and “Yili” throughout.In this thesis,we create new competitiveness for“Edison Cheese Yogurt”with scientific comparsion analysis and elaborate content design. As to the creative packaging, regarding childrens requirements as the core standards，finish the creative packaging from three aspects as structure, color and pattern.Finally be presented as a light-bulb-shape bottle，a carton-type easy to carry and open，bright，warm