基于网络青年亚文化的包装年轻化策略

Youth-oriented Package Strategy Based on Online Youth Subculture

中文关键词: 品牌  老化  包装  年轻化  策略  网络  亚文化  青年

英文关键词: brand  ageing  package  rejuvenation  strategy  digital  subculture  youth

中文摘要:

      目的 探索如何利用网络青年亚文化来推动包装年轻化。方法 在梳理品牌年轻化、包装年轻化和网络青年亚文化等概念的基础上，结合相关理论和案例，提出包装设计利用网络青年亚文化，来促进包装年轻化的原则和策略。结论 包装年轻化是品牌年轻化的重要手段，可以达到维持品牌年轻形象、改变品牌老旧形象、阻止品牌形象老化等目的。网络青年亚文化有助于促进包装年轻化。包装年轻化策略主要是挖掘包装的文化功能、传播功能和社交功能。网络青年亚文化驱动的包装设计应该遵循匹配性、社交性、娱乐性、创新性等原则。在全面分析品牌内部和外部情况的基础上，企业要不断探索符合自身特点的包装年轻化策略，并持续改进。其中，循序渐进、品牌联合、新品牌、包装延伸和品牌社群等是包装年轻化常见的有效策略。

英文摘要:

      This paper aims to explore how to use the online youth subculture to make package younger. On the basis of combing the concepts of brand rejuvenation, youth-orientedpackage and online youth subculture, combined with relevant theories and cases, the principles and strategies of promoting youth-oriented packaging by applying online youth subculture in package design are proposed. Youth-orientedpackage is an important means of brand rejuvenation, to maintain the brand's young image, change the old image of the brand, and prevent the brand image from ageing. Online youth subculture helps to promote package rejuvenation. The strategy of youth-orientedpackage is to explore the cultural function, communication function and social function of package. The package design driven by online youth subculture should follow the principles of matching, sociality, entertainment and innovation. After analysis of the internal and external situation of the brand, enterprises should constantly explore their own characteristics of youth-orientedpackage strategy, and continue to improve. Among them, step-by-step, brand alliance, new brand, package extension and brand community are common effective strategies for youth-orientedpackage.