基于包装角度的文山三七品牌推广研究.pdfVIP

绿色包装研究·设计

DOI:10.19362/10-1400/tb.2023.01.020

基于包装角度的文山三七品牌推广研究

李凌，刘毅，李闯

（湖南工业大学包装设计艺术学院，湖南株洲412007）

摘要：主要研究文山三七本地品牌的树立与推广。在对市场现状及市场较知名的三七品牌调研后，发现文

山三七本地品牌树立与推广的不足。针对当地实际情况，结合当地特色和资源，利用文山非物质文化遗产，

从包装的角度提出可行性建议与研究。旨在对文山三七本地品牌进行文化营造和提升，同时对文山非物质

文化遗产进行保护和传承，通过这两者的科学有效结合树立和推广文山三七本地品牌的独特形象，并使消

费者通过包装认识和了解文山及其特有文化，以此吸引更多的人走进文山，带动文山经济的发展。

关键词：品牌树立与推广；包装设计；文山三七本地品牌；文山非物质文化遗产

中图分类号：TB482文献标识码：A文章编号：1400(2023)01-0102-04

ResearchonBrandPromotionofWenshan

PanaxNotoginsengBasedonPackaging

LILing,LIUYi,LIChuang

(Schoolofpackagingdesignart,HunanUniversityoftechnology,Zhuzhou412007,China)

Abstract:ThisarticlemainlystudiestheestablishmentandpromotionofWenshanPanaxnotoginseng

localbrand.Afterinvestigatingthecurrentmarketsituationandthewell-knownbrandsofPanax

notoginsenginthemarket,itisfoundthatthelocalbrandestablishmentandpromotionofWenshanPanax

notoginsengareinsufficient.Accordingtothelocalactualsituation,combinedwithlocalcharacteristics

andresources,thispaperputsforwardfeasiblesuggestionsandresearchfromtheperspectiveof

packagingbyusingWenshanintangibleculturalheritage.Itaimstocreateandenhancethelocalbrand

ofWenshanPanaxnotoginseng,protectandinherittheintangibleculturalheritageofWenshan,establish

andpromotetheuniqueimageofthelocalbrandofWenshanPanaxnotoginsengthroughthescientific

andeffectivecombinationofthetwo,andenableconsumerstounderstandWenshananditsunique

culturethroughpackaging,soastoattractmorepeopletoWenshananddrivetheeconomicdevelopment

ofWenshan.

Keywords:brandestablishmentandpromotion;packingdesign;WenshanPanaxnotoginsenglocal

brand;Wenshanintan