陶妍冰,杨和财.消费者心理诉求下葡萄酒包装材料契合与选择[J].包装工程,2019,40(19):180-186.
TAO Yan-bing,YANG He-cai.Correspondence and Choice of Wine Packaging Materials under Consumers' Psychological Demands[J].Packaging Engineering,2019,40(19):180-186. |
| 消费者心理诉求下葡萄酒包装材料契合与选择 |
| Correspondence and Choice of Wine Packaging Materials under Consumers' Psychological Demands |
| 投稿时间：2019-05-04 修订日期：2019-10-10 |
| DOI：10.19554/j.cnki.1001-3563.2019.19.026 |
| 中文关键词: 葡萄酒 包装容器材料 消费者 心理诉求 契合性 |
| 英文关键词: wine materials for packaging container consumers psychological demands compatible degree |
| 基金项目:国家改革专项（106001000000150012） |
|
| 摘要点击次数: |
| 全文下载次数: |
| 中文摘要: |
| 目的 从消费者心理诉求角度展望玻璃瓶、无菌纸盒、塑料瓶（PET材质）和易拉罐等4种不同材质的包装在我国葡萄酒领域的选择应用。方法 先预调查，并整理、归纳消费者对包装材料的安全性、轻便性、经济性、奢华感、新颖性、环保性等6个关注诉求点。通过正式问卷调查，采用SPSS 22.0多重相应分析及卡方分析处理数据，分析目前葡萄酒包装容器材料与消费者诉求的契合度。结果 根据诉求的不同，消费群体划分为诉求新颖性的男性群体、高收入追求奢华感的年轻群体、诉求包装材料环保性的中老年群体以及诉求包装材料经济性的中产阶级等4种典型消费群体。结论 根据消费者诉求情况，目前应仍主要发展玻璃瓶包装，可以尝试发展新型轻便包装，并提出了不同消费者群体包装材料选择契合方案。 |
| 英文摘要: |
| The work aims to prospect the selection and application of different wine packaging materials such as glass, aseptic cartons, plastic (PET) and ring-pull cans in China from the perspective of consumers’ psychological demands. Through the pre-investigation, six demands of consumers for packaging materials: safety, portability, economy, luxury, novelty and environmental protection were collected and summarized. Through a formal questionnaire survey, SPSS 22.0 multiple response analysis and Chi-square analysis were used to process the data to analyze the compatible degree between the current wine packaging container materials and consumers' demands. The consumer groups were divided into four typical consumer groups, such as the male group seeking novelty, the young group with high income in pursuit of luxury, the middle-aged and elderly groups claiming the environmental protection of packaging materials and the middle class appealing for the economic benefit of packaging materials. According to the demands of consumers, glass bottle packaging should still be mainly developed at present and new portable packaging can be tried and developed. And a packaging material selection scheme is put forward to meet the demands of different consumer groups. |
|
查看全文
查看/发表评论 下载PDF阅读器 |
| 关闭 |
渝公网安备 50010702501716号