包装设计对茶叶购买意愿影响研究——以老蒲茶业为例Study on the influence of packaging design on tea purchasing intention. Taking Laopu tea industry as an example 摘 要□□随着中国茶叶市场竞争不断激烈，茶叶同类产品之间的竞争也从价格上逐渐走上包装和品牌战略。茶叶行业是一个品牌消费特性非常显著的行业，更需要重视对自己品牌战略的管理和经营，这就需要从其包装设计出发了。毕竟，想让茶叶在众多品牌中脱颖而出被消费者选中已经越来越困难，而不断改进产品包装被认为是企业获得消费者关注的最可行方法之一，因为产品包装被认为是“组织的促销工具”。一个有吸引力和差异化的包装可以帮助一个产品在其他类似的商品中脱颖而出，所以一个成功的茶叶品牌运营必须要有队该品牌产略从外在的包装设计进行不断研究升级以吸引消费者的关注和购买意愿。因此本研究以老蒲茶业茶产品为例，通过品牌形象的中介作用来考察产品包装对购买意愿的影响。本研究采用问卷调查法以居住在佛山市的 410 名消费者进行调查，使用 SPSS 等数据分析软件进行统计，研究结果表明，包装字体、图片、形状和颜色与购买意愿有直接和间接的联系，而产品信息、易用性和手感与购买意愿有间接的联系。然而，材料和尺寸没有任何影响。提出了开发茶叶差异化包装的建议:(1)使用醒目的图片和(2)鲜艳的色彩；(3)设计良好的包装形状；(4)精心选择产品信息量；最后为老蒲茶业的品牌定位与包装设计营销提供了建议。关键词：品牌形象；包装设计；产品包装；购买意愿。23Abstract With the increasingly fierce competition in the Chinese tea market, the competition among similar products of tea has gradually stepped on the packaging and brand strategy in terms of price. Tea industry is a brand consumption characteristics of the industry is very significant, more need to pay attention to the management and management of their own brand strategy, which needs to start from its packaging design. After all, it has become increasingly difficult for tea to stand out from other brands and be selected by consumers, and continuous improvement of product packaging is considered one of the most feasible w...
