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基于地域品牌文化探讨特色茶叶包装——以扬州“绿扬春”为例
Discussion on Special Tea Packaging on the Basis of Regional Brand Culture—Taking “Lvyangchun Tea” in Yangzhou as an Example

DOI: 10.12677/MOM.2020.103010, PP. 70-74

Keywords: 地域,品牌文化,绿扬春,茶叶,包装
Region
, Brand Culture, Lvyangchun, Tea, Package

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Abstract:

为充分满足民众物质与精神需求,基于地域品牌文化,精准提升茶叶包装内涵。首先,概述地域品牌文化与特色茶叶包装,强调地域品牌文化的引领与特色茶叶包装的承载,实例分析两者相互映衬的互动关系;其次,梳理扬州品牌文化,探讨绿扬春茶叶包装,论证品牌文化引领、文化审美契合、文化视觉识别元素、文化创新体验;最后,推理绿扬春茶叶包装的未来发展,强调独特的地域品牌文化价值,为其它地域性独特的系列茶叶包装内涵提升提供理论参考。
In order to fully meet the material and spiritual needs of the public, based on regional brand culture, tea packaging connotation is precisely improved. First of all, the regional brand culture and characteristic tea packaging are summarized, the guidance of regional brand culture and the bearing of characteristic tea packaging are emphasized, and the interaction between them is analyzed with examples. Secondly, the brand culture of Yangzhou is sorted out, the packaging of Lvyangchun tea is discussed, and the brand cultural guidance, cultural aesthetic fit, cultural visual identification elements, and cultural innovation experience are demonstrated. Finally, the paper deduces the future development of Lvyangchun tea packaging, emphasizes the unique regional brand cultural value, and provides theoretical reference for the connotation improvement of other series of unique regional tea packaging.?

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