基于定制消费趋势下的月饼包装设计研究
摘 要：随着社会经济的不断发展，月饼生产企业所面临的市场环境发生了巨大变化：消费市场已经不再是传统的“卖方市场”而是变成了“个性化的买方市场”，市场争夺已经从产品竞争提高到品牌和服务竞争。本文从当前月饼行业环境入手，参考相关统计数据，阐述了月饼包装设计现存问题，以及月饼生产商所面临的问题，并提出通过定制的方式来改进完善，引出了月饼包装设计定制化的发展趋势，以期能为定制化设计在月饼包装设计领域和其他领域的包装方面提供参考。
关键词：定制；月饼；包装设计；趋势
中图分类号：J524 文献标识码：A
文章编码：1672-7053(2017)11-0079-02
Abstract：As the economy continues to develop, moon cake production enterprises are facing the market environment has changed dramatically: the consumer market is no longer the traditional "seller's market" but has become a "personalized buyer's market", the market has moved from product competition compete to improve the brand and service competition. In this paper, from the current moon cake industry environment, with reference to the relevant statistical data, describes the existing problems of moon cake packaging design, as well as moon cake manufacturers face problems, and proposed by custom way to improve and perfect, led to the moon cake packaging design customization trends , In order to be able to customize the design in the moon cake packaging design and other areas of packaging to provide a reference.
Key Words：custom; moon cake; packaging design; trend
