加强中国白酒品牌效率性的包装设计关联研究

Abstract

Recently, national status and economic level of China has elevated a lot and its cultural impact is constantly increasing. Chinese government is also making a big effort to advertise Chinese culture and its superiority. In this kind of effort, Chinese traditional drink is also a huge part of it. The export rate of Liquor has constantly increased but its cultural impact on international market is not comparably high. The purpose of the research is to identify the Chinese Liquor and its packaging, compare and analyze the characteristics of packaging design of international famous liquor brands, and present direction with international competitiveness with Chinese cultural characteristics. The research method was based on a cross-comparison survey based on the literature surveys of foreign countries and China. According to result of the research, the traditionality of Chinese Liquor but it is not luxury enough. To be specific, the shape of bottle is confined to an ordinary shape of bottle, layout is to complex and there is too much red color. Therefore, there should be a new packaging strategy which presses excess Chinese traditionality and simplifies layout of the bottle. Also, innovative design and global design have to be incorporated for new package to show off new sense of Chinese culture.