良品铺子包装受众消极感知因素的挖掘与修正

Excavation and Revision of Audience Negative Perception Factors in Bestore Packaging

中文关键词: 良品铺子包装  网络文本  消极感知  品牌体验

英文关键词: Bestore packaging  online text  negative perception  brand experience

中文摘要:

      目的 挖掘包装受众消极情绪产生的原因，寻找修正受众消极情绪的方法。方法 利用RostCM6软件对良品铺子包装网络评论文本的高频词、语义网络和情感倾向进行分析，阐明受众消极情绪与积极情绪的共存关系，提取受众消极情绪结果文本，采用扎根理论对消极情绪结果文本进行研究，归纳受众消极情绪产生的原因类属，建构包装设计受众情感反应模型。结果 良品铺子包装在视觉形象、明星代言、品牌理念、品牌体验、品牌责任和品牌安全等方面存在的问题，是引起受众消极情绪的主要原因。结论 良品铺子包装要消除受众消极感知，绝不仅仅是视觉设计层面的事，应从受众的认知反应和情感体验两个维度双向共进，将包装设计纳入品牌美誉度建设的系统中去考量。

英文摘要:

      It aims to excavate the reasons for the negative emotions of the packaging audience, and find ways to correct the negative emotions of the audience. Using Rost CM6 software to analyze the high-frequency words, semantic network and emotional tendency of the network comment text, clarify the coexistence relationship between the audience negative emotions and positive emotions, and extract the result text of audience negative emotion. Using the grounded theory to study the text of negative emotion results, summarize the reasons for the audience negative emotions, and construct the audience emotional response model of packaging design. The results show that the problems in bestore packaging visual image, star endorsement, brand concept, brand experience, brand responsibility and brand safety are the main reasons for the audience negative emotions. Bestore packaging design trying to eliminate the negative perception of the audience is not only the level of visual design, but also be considered in the system of brand reputation construction from two dimensions of the audience cognitive response and emotional experience.