基于网络销售的农特产品包装设计研究

发布时间：2018-03-03 13:42

本文选题：网络销售　切入点：农特产品　出处：《浙江农林大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着互联网的发展以及网络购物的兴起，农特产品的网络销售已成为重要的营销手段。作为“无声推销员”的包装依然承担商品的促销功能，对农特产品的推广和销售起着巨大的作用。因此，研究网络销售的农特产品包装设计是促进销售、打造品牌的重要环节。本文结合国内外研究现状，通过从网络销售的发展、网络销售农特产品现状、网络销售农特产品包装现状与问题展开分析，深入研究网络销售的农特产品包装设计及意义。通过对本课题的研究，一方面可以为网络销售的农特产品包装设计提供理论支持，完善现有的农特产品包装设计理论体系，另一方面希望可以引起农业生产者、经营者等更多的关注网络销售农特产品包装设计，并且为这一新兴的网络销售模式下的农产品包装设计实践活动提供一定的指导。通过本文的研究得出，由于销售与展示环境的不同，网络销售的农特产品包装设计存在一定的差异性，包装功能更加侧重于保护产品、展现品牌和体现品质感等方面。网络销售农特产品包装设计一方面要进行包装的规划，包括从市场调研出发，进行消费者定位、品牌定位和产品定位，采取产品组合和包装策略。另一方面要开展农特产品的包装设计，，包括材料与工艺、造型与结构和视觉设计，也要依据用户体验与反馈进行包装的改进设计，来更好的满足消费者的购物体验，传播品牌价值。
[Abstract]:With the development of the Internet and the rise of online shopping, the network sales of agricultural special products has become an important means of marketing. Therefore, the research on the packaging design of agricultural special products is an important link to promote sales and build brand. This paper combines the domestic and foreign research status, through the development of network sales, This paper analyzes the present situation and problems of network selling agricultural special products, and deeply studies the design and significance of the agricultural special products packaging of network sales. On the one hand, it can provide theoretical support for the packaging design of agricultural special products sold on the network, perfect the existing theoretical system of packaging design of agricultural special products, on the other hand, it hopes to cause agricultural producers. Operators and others pay more attention to the packaging design of agricultural products, and provide some guidance for the practical activities of agricultural product packaging design under this new network selling mode. According to the research of this paper, because of the difference between the selling environment and the display environment, there are some differences in the packaging design of the agricultural special products sold on the network, and the packaging function is more focused on the protection of the products. On the one hand, the packaging design of agricultural special products in network sales should carry out packaging planning, including starting from market research, consumer positioning, brand positioning and product positioning. Adopt product combination and packaging strategy. On the other hand, we should develop packaging design of agricultural special products, including material and technology, shape and structure and visual design, and improve packaging design based on user experience and feedback. To better meet the consumer's shopping experience, spread brand value.
【学位授予单位】：浙江农林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TB482

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