【作者】 王家民； 孙浩章； 张中义；

【Author】 WANG Jia-min SUN Hao-zhang ZHANG Zhong-yi Xi,an University of Technology,Xi,an 710054

【机构】 西安理工大学；

【摘要】 本文在讨论西凤酒的品质、悠久历史和文化特色基础上,就其文化品牌与包装设计中存在的突出问题进行分析。提出了解决其容器繁多杂乱、外包装奢华无度等问题的对策与方案,明确了以"凤"定位的设计思路。以期强化西凤酒的品牌形象,促进西凤酒的市场营销。更多还原

【Abstract】 The discussion of this paper bases on the quality,long history and cultural characteristics of Xifeng Liguor,analysised the outstanding issues in its cultural brand and packaging design.In order to strengthen the Xifeng’s brand image,promote the Xifeng’s marketing,we have cleared"phoenix"positioning design ideas,proposed strategies and measures in response to problems of its messy container situation,unrestrained luxury packaging etc.更多还原