快速消费品的视觉化设计与品牌推广研究-设计艺术学专业毕业论文.docxVIP

沈阳航空工业学院硕士学位论文摘要 沈阳航空工业学院硕士学位论文 摘要 中国消费品市场竞争已经进入了一个空前激烈的阶段，市场手段的使用也出现了从 简单的要素竞争向比拼实力的系统竞争迈进。过去的“要素竞争”也就是各种商品有各 自独特的特征，所以无需过多推广也能占领市场。而今的“实力”则不仅仅要有独特的 商品，更需要有好的“包装”“推广”“环境”等等要素来全方面的打造。我们从路边的 各式各样的专卖店、4S店 就不难看出商家的“品牌形象”意识的不断的加强。这 也是消费品市场发展的必然趋势。 消费品市场由于营销范围的不同，也可以归纳为若干种区域。也就常常有一些约定 俗成的但并不严谨的专业术语出现，像ATI．——线上、BTI，_一线下，也有像Durables ——耐用品和FMCG一快速消费品。相对于耐用消费品、地产和健康护理产品，快速 消费品(FMcG)是一个独特的相对完整和富有特征的领域，它的广告、它的营销、它 的传播和公关都呈现不同的特色。FMCG不仅是一类产品的总和，也成为一种视觉包装 与品牌推广方法的总和。 快速消费品(FMCG)由于它独特的“快速性”，也就形成了它的视觉设计和品牌 推广对销售至关重要的特殊关系。深入了解快速消费品(FMCG)的视觉设计和品牌推 广的方法对快速消费品的厂商在越来越激烈的市场竞争中占领一席之地起着重要的作 用。 本文就以快速消费品(FMCG)为点，探索研究关于它的视觉化设计与品牌推广。 关键词：快速消费品；PMCG；视觉化设计；包装；品牌推广 沈阳航空工业学院硕士学位论文 沈阳航空工业学院硕士学位论文 Abstract The competition of Chinese consumer goods market has entered a phase of unprecedented fierce，meanwhile the market also appeared to use the means of the elements of competition from the simple to the Competition competition into the power system．The past ”element of competition”is all kinds of goods have their own unique characteristics，SO there is no need much promotion to capture the market．Todays”strength”is not just to have a unique product，but also need good”packaging”，”Promotion”，”environment”element to all aspects of the building．Go from the roadside，it is not difficult to see the business’S increasing awareness of”brand image”in variety of stores，4S store．This is the inevitable trend of development of the consumer goods market． As the different marketing areas，consumer market can be summarized in several areas． They often have some common technical terms which is not strict，as the ATL-online， BTL-line，it does have Durables-durables and FMCG-Fast Moving Consumer Goods． Relative to consumer durables，real estate and health care products，FMCG is a unique and rich features of the relative integrity of the field，which presents different characteristics in its advertising，marketing，communications and public relations．FMCG is not only a sum of products，but also as a visual method ofpackaging