浅析卫龙食品的包装设计策略_英语论文

A Brief Analysis on Packaging Design Strategies of Wei Long Food                     

摘要

随着科学的不断发展以及消费水平的不断提高，人们对产品包装设计的要求也越来越高。作为一种快速消费品，休闲食品已然成为人们日常消费品中的必需品。因此，人们对休闲食品的包装设计越来越重视。现如今，在挑选休闲食品时，人们的关注点不仅仅只是停留在食品本身的品质，而是会更青睐于包装精美的食品。精美的包装设计更具有吸引力，能够激发消费者的购买欲望。

鉴于休闲食品的包装设计在现在社会生活的重要作用，本文首先指出了我国国内休闲食品包装设计的现状。其次，以卫龙食品为例，分析卫龙食品走向国际化的成功案例，重点研究其包装设计策略，结合该产品的包装设计的发展历程，以及与国内外著名休闲食品的包装设计进行对比分析其优劣。最后，本文结合全球化背景下食品包装设计的趋势，探索未来休闲食品包装设计的发展策略，以期休闲食品的包装的进一步发展。

关键词：休闲食品 包装设计策略 卫龙食品 全球化

Abstract

With the continuous development of science and the improvement of consumption level, people's demand for packaging design of products is also getting higher and higher. As a kind of fast moving consumer goods, leisure food has become a necessity in people's daily consumption. Therefore, people pay more and more attention to the packaging design of food. Now, when choosing one product over another, people's focus is not just on the quality of the food itself, but on the packaging design of the food, since the food with exquisite packaging design is more attractive, and more importantly, it can stimulate consumers’ purchasing intention.

In terms of the great importance of the packaging design of leisure food in modern social life, this paper firstly points out the current situation of the packaging design of leisure food in China. Secondly, taking Wei Long food as an example, this paper analyzes the success of the internationalization of the Wei Long Food, mainly focuses on its packaging design strategies combined with the development process of packaging design of the product, and researches its merits and demerits compared with other packaging design strategies of famous leisure foods at home and abroad. Finally, combining with the major trend of food packaging design under the background of globalization, this paper explores the development strategies of future leisure food packaging design in order to further promote the development of leisure food packaging. 

Key Words: leisure food  packaging design strategies  Wei Long Food  globalization 

Contents

摘 要 3

Abstract 4

Chapter 1 Introduction 5

Chapter 2 Leisure Food Packaging Design Strategies and Present Situation 6

2.1 The Generalization of Leisure Food Packaging Design 6

2.1.1 Definition of Leisure Food Packaging Design 6

2.1.2 The Features of Leisure Food Packaging Strategies 6

2.2 The Importance of Leisure Food Packaging Design Strategies 6

2.3 Present Situation of Leisure Food Packaging Design Strategies in China 7

Chapter 3 The Example of Wei Long Food 9

3.1 The Development of Wei Long Food 9

3.2 General Introduction of the Packaging Design Strategies of Wei Long Hotstrip 9

3.3 The Features of the Packaging Design Strategies of Wei Long Food 10

3.3.1 The Color Application in Food Packaging Design Strategies 10

3.3.2 The National Research of Wei Long Food Packaging Design Strategies 10

3.3.3 The Personal Research of Wei Long Food Packaging Design Strategies 11

Chapter 4 Features of Food Packaging Design Strategies in Some Foreign Countries 12

4.1 Features of Leisure Food Packaging Design in America 12

4.2 Features of Leisure Food Packaging Design in Japan 12

4.3 Features of Leisure Food Packaging Design in Germany 13

Chapter 5 The Trends of Leisure Food Packaging Design Strategies in Globalization 15

5.1 Green Packaging 15

5.2 Rational Packaging 16

5.3 Ethical Packaging 16

5.4 Interesting Packaging 17

Chapter 6 Conclusion 18

Acknowledgments 19

References 20