天津地域特色旅游纪念品品牌化包装设计的研究

发布时间：2018-04-26 14:29

本文选题：地域文化 + 品牌化　；参考：《天津科技大学》2017年硕士论文

【摘要】：旅游消费市场随着当前社会的发展而快速增长,特色产品的包装对生产地的旅游经济的良好发展和地域文化的快速传播所发挥的推动作用也越来越显现。因为生产地的企业不够重视特产的包装设计,消费者不断增长的精神文化需求也得不到更好的满足,导致现在的特色产品的包装市场相对杂乱。因为设计意识的薄弱和经济利益的驱使,导致现在的一些特产包装设计相似现象比较严重,缺少应有的艺术价值和地方特色。对地区的特产包装设计进行的深入了解和提升是非常重要的,因此,包装设计中带有地域色彩的研究就有了实际意义。在我们国家,地域文化一般是指在某一地理范围内绵延不绝、特征鲜明,直到今天依然能够产生影响的传统文化,是该范围内的自然、道德传统和风俗习惯等的文明表现。它在特定的区域范围内与环境相结合,从而打上了地域的痕迹,具备独一无二的特征。天津有着深厚的文化底蕴,传统民间艺术种类繁多,现代设计的重要资源来源于这些传统的民间艺术。然而,天津却没有一个明确的旅游品牌形象来推动这些民间艺术向更好的方向发展,也没有一个很好的特产包装设计来推动其发展。因此,旅游产品的包装设计融入“天津”这一城市品牌来宣传天津的地域文化、民间艺术,就有了非常重要的现实意义。本篇论文首先从旅游纪念品的特点属性出发,进一步调查和剖析出市场上已经出现的旅游纪念品的包装设计的现状和存在的问题,并以此找到包装设计问题的突破口。其次分析了受地方文化影响的旅游纪念品的包装设计,对比研究了国内外不同地区特色产品的包装设计,配合先进的设计理念,意图通过对地域文化的研究和案例分析,总结出受地域文化影响的特产包装设计的特点和成因,探索解决这些问题的方法。然后从对国内旅游品牌化的对比分析入手,分析了比较成功的“好客山东”品牌形象和“醉美多彩贵州”品牌形象,从而建立全新的品牌化的天津旅游形象,来整合纪念品的包装设计。在本论文中也提及了生态设计理念在包装中的运用。论文最后对旅游纪念品的包装的未来做了展望,期望通过品牌性、地域性、现代化、生态化的设计理念,能让每个有地域特色的优秀产品面向世界。
[Abstract]:With the development of the current society, the tourism consumption market is growing rapidly, and the packaging of characteristic products plays a more and more important role in promoting the good development of tourism economy and the rapid spread of regional culture in the place of production. Because the enterprises in the place of production do not pay enough attention to the packaging design of special products, the growing spiritual and cultural needs of consumers can not be better satisfied, which leads to the relative clutter of the packaging market of the present characteristic products. Because of the weakness of design consciousness and the drive of economic benefit, some special packaging designs are similar to each other, and lack of proper artistic value and local characteristics. It is very important to deeply understand and promote the local specialty packaging design, therefore, the study of regional color in packaging design has practical significance. In our country, regional culture generally refers to the traditional culture, which extends continuously in a certain geographical range and has distinct characteristics, and can still have an impact to this day. It is also a civilized expression of nature, moral tradition and customs and habits within this scope. It combines with the environment in a specific area, thus marking the geographical trace, with unique characteristics. Tianjin has a profound cultural heritage, traditional folk art variety, modern design of important resources from these traditional folk art. However, Tianjin does not have a clear tourism brand image to promote the development of these folk art to a better direction, nor a good packaging design to promote its development. Therefore, the packaging design of tourism products into the "Tianjin" this city brand to promote Tianjin's regional culture, folk art, has a very important practical significance. This paper starts from the characteristic attribute of tourist souvenirs, and further investigates and analyzes the present situation and existing problems of packaging design of tourist souvenirs that have already appeared in the market, and find out the breakthrough of packaging design problems. Secondly, the paper analyzes the packaging design of tourist souvenirs influenced by local culture, compares and studies the packaging design of characteristic products in different regions at home and abroad. This paper summarizes the characteristics and causes of packaging design of specialty products influenced by regional culture, and explores the methods to solve these problems. Then, starting with the comparative analysis of domestic tourism branding, this paper analyzes the brand image of "hospitable Shandong" and "drunken and colorful Guizhou", so as to establish a brand new tourism image of Tianjin. To integrate the packaging design of souvenirs. Also mentioned in this paper is the application of ecological design concept in packaging. In the end, the paper looks forward to the future of the packaging of tourist souvenirs, hoping that through the brand, regional, modern and ecological design concept, each of the outstanding products with regional characteristics can be oriented to the world.
【学位授予单位】：天津科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TB482

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