基于产品特性诉求的御泥坊化妆品广告设计研究与策划实践.pdf

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1、࠶㊫ਧᇶ㓗෎Ѣѻક⡍ᗻ䆝∖ⱘᕵ⊹ഞ࣪ཚકᑓਞ䆒䅵ⷨおϢㄪߦᅲ䏉⹄ウ⭏ဃ਽˖䱸㣨ᤷሬᮉᐸဃ਽ǃ㙼〠˖ࡈ᮷㢟ǃᮉᦸᆖ、уъ˖㢪ᵟ䇮䇑⹄ウᯩੁ˖䇮䇑ㆆࡂо亩ⴞ㇑⨶⒆ইᐕъབྷᆖҼƻаޛᒤӄᴸॱᰕ࠶㊫ਧᇶ㓗෎Ѣѻક⡍ᗻ䆝∖ⱘᕵ⊹ഞ࣪ཚકᑓਞ䆒䅵ⷨおϢㄪߦᅲ䏉ResearchandPlanningPracticeofCosmeticsDesignofCosmeticsBasedonProductCharacteristics⹄ウ⭏ဃ਽˖䱸㣨ᤷሬᮉᐸဃ਽ǃ㙼〠˖ࡈ᮷㢟ǃᮉᦸᆖ、уъ˖㢪ᵟ䇮䇑⹄ウᯩੁ˖䇮䇑ㆆࡂо亩ⴞ㇑⨶䇪᮷ㆄ䗙ᰕᵏㆄ䗙ငઈՊѫᑝ⒆ইᐕ

2、ъབྷᆖҼƻаޛᒤӄᴸॱᰕ⒆ইᐕъབྷᆖᆖս䇪᮷৏ࡋᙗ༠᰾ᵜӪ䜁䟽༠᰾˖ᡰ੸ӔⲴᆖս䇪᮷ˈᱟᵜӪ൘ሬᐸⲴᤷሬлˈ⤜・䘋㹼⹄ウᐕ֌ᡰਆᗇⲴᡀ᷌DŽ䲔᮷ѝᐢ㓿⌘᰾ᕅ⭘Ⲵ޵ᇩཆˈᵜ䇪᮷нਜ਼ԫօަԆњӪᡆ䳶փᐢ㓿ਁ㺘ᡆ᫠߉䗷Ⲵ֌૱ᡀ᷌DŽሩᵜ᮷Ⲵ⹄ウڊࠪ䟽㾱䍑⥞ⲴњӪ઼䳶փˈ൷ᐢ൘᮷ѝԕ᰾⺞ᯩᔿḷ᰾DŽᵜӪᆼޘ᜿䇶ࡠᵜ༠᰾Ⲵ⌅ᖻ㔃᷌⭡ᵜӪ᢯ᣵDŽ֌㘵ㆮ਽˖ᰕᵏ˖ᒤᴸᰕᒤᴸ⒆ইᐕъབྷᆖ䇪᮷⡸ᵳ⭘ᦸᵳҖᵜӪҶ䀓⒆ইᐕъབྷᆖᴹޣ؍⮉ǃ⭘ᆖս䇪᮷Ⲵ㿴ᇊ,ণ˖ᆖṑᴹᵳ؍⮉ᆖս䇪᮷,䇨ᆖս䇪᮷㻛ḕ䰵઼ُ䰵˗ᆖṑਟԕޜᐳᆖս䇪᮷Ⲵޘ䜘ᡆ䜘࠶޵ᇩˈਟԕ䟷⭘༽ঠǃ㕙ঠᡆަԆ

3、᡻⇥؍ᆈᆖս䇪᮷˗ᆖṑਟṩᦞഭᇦᡆ⒆ইⴱᴹޣ䜘䰘㿴ᇊ䘱Ӕᆖս䇪᮷DŽ֌㘵ㆮ਽˖ሬᐸㆮ਽˖˖ሬᰕᵏ˖ᒤᴸᰕᒤᴸᨬ㽕ॆྶ૱ᒯ੺䇮䇑ㆆࡂᱟṩᦞᖃࡽॆྶ૱ᒯ੺ᐲ൪ǃԱъǃӗ૱ᛵߥԕ৺ԱъⲴਁኅᯩੁ䘋㹼࠶᷀ਾ䇮䇑Ⲵ㜭ཏ㧧ᗇ⎸䍩㘵ྭᝏǃ໎࣐亮ᇒᘐᇎᓖǃᨀ儈ӗ૱䬰୞仍ǃᨀॷԱъ⸕਽ᓖⲴ㌫㔏ㆆࡂᯩṸDŽ䲿⵰ᐲ൪㓿⍾Ⲵᘛ䙏ਁኅˈӪԜ⎸䍩䴰≲Ⲵཊṧॆ઼࠶ᮓॆˈаԭՈ⿰Ⲵॆྶ૱ᒯ੺䇮䇑ㆆࡂ㜭䇙ޜਨ൘⌒䉢Ӂ䈑Ⲵᐲ൪ѝ䎒ᗇ୶ᵪDŽ¯ᗑ⌕ൺā֌Ѫഭ޵ᴹ਽Ⲵ⭥୶ॆྶ૱૱⡼ˈॆྶ૱ᒯ੺㲭ާᴹаᇊ䪸ሩᙗˈնᒯ੺ᆈ൘⋑ᴹᣃտӗ૱Ṩᗳ䇹≲⛩ˈ⁑ԯަԆॆྶ૱૱⡼ㅹ䈨ཊ䰞仈DŽᵜ᮷⹄ウ

4、ҶสҾӗ૱⢩ᙗ䇹≲Ⲵ¯ᗑ⌕ൺāॆྶ૱ᒯ੺䇮䇑DŽሩॆྶ૱ᒯ੺ㆆࡂ䇮䇑ѝⲴӗ૱⢩ᙗ᧘ᒯ䰞仈䘋㹼࠶઼᷀ᇎ䇱⹄ウˈ᧒㍒Ҷӗ૱⢩ᙗ䘉аᒯ੺䇹≲ᓄ⭘Ҿ⧠ԓॆྶ૱ᒯ੺ㆆࡂⲴㆆ⮕ǃ৏ࡉ઼ᯩ⌅DŽᵜ᮷ѫ㾱䟷⭘ᇎൠ㘳ሏǃ䰞ধ䈳ḕǃњ࡛䇯䰞ㅹᯩᔿሩॆྶ૱Ⲵᐲ൪⧠⣦ǃӪ㗔䈳⹄ԕ৺ⴞḷਇՇⲴ䴰≲઼ᗳ⨶䘋㹼࠶᷀DŽᗇࠪᖃࡽॆྶ૱ᐲ൪૱⡼ཊṧᙗˈᇊսҶॆྶ૱⎸䍩㘵ӗ૱䴰≲Ѫᴹаᇊ⤜⢩њᙗⲴ㖾ⲭǃ㺕≤ǃᣇ㺠࣏᭸Ⲵӗ૱DŽ䙊䗷њṸ⹄ウ⌅ˈᙫ㔃ᖃࡽॆྶ૱ᒯ੺ㆆࡂᗇ᢮߶ⴞḷਇՇǃケࠪӗ૱⢩ᙗǃᕪॆ㢢ᖙᝏ⸕ㅹᡀ࣏㾱㍐ˈԕ৺ᆈ൘ཨᕐⲴᐲ൪ᒯ੺ǃ㲊ٷԓ䀰ǃ䇹≲ᇊսн߶ㅹ㕪ཡDŽ䟷⭘ӗ૱⢩

5、ᙗ䇹≲ᯩ⌅ˈѪᖃࡽ¯ᗑ⌕ൺāॆྶ૱ᒯ੺䇮䇑ㆆࡂᨀࠪᴹ᭸ㆆ⮕DŽᵜ᮷䇮䇑Ҷа྇䪸ሩ¯ᗑ⌕ൺā㖾ⲭᣇ㘱䶒㟌⢩ᙗⲴ᧘ᒯ䇮䇑ㆆIࡂDŽ䙊䗷ࡽᵏⲴ࠶᷀ˈሩᒯ੺ⴞḷоㆆ⮕䘋㹼ᇊսˈ㔃ਸԱъṨᗳ⨶ᘥоӗ૱⢩㢢ˈ䇮䇑ࠪ࠷ਸ¯ᗑ⌕ൺāӗ૱⢩ᙗⲴᒯ੺䈝䀰DŽ࠶࡙⭘ᗞؑǃᗞঊǃ਴བྷ㖁ㄉ䘋㹼ࡽᵏ亴✝ˈᕅ䎧ⴞḷ⎸䍩Ⲵޣ⌘DŽᒦ׍ᦞ㖾ⲭᣇ㘱䶒㟌Ⲵӗ૱⢩ᙗኅᔰᡧཆᒯ੺ǃ⭥㿶ǃᖡ㿶ᒯ੺ⲴᇓՐ䇮䇑ˈᮤਸჂӻ¯᳤仾ᔿāⲴӗ૱ᇓՐ⁑ᔿˈ࣐␡Ҷ⎸䍩㘵ঠ䊑ˈᨀॷӗ૱⸕਽ᓖо䬰䟿DŽ䙊䗷ӗ૱⢩ᙗ䇹≲Ⲵ¯ᗑ⌕ൺāॆྶ૱䘋㹼ᒯ੺䇮䇑Ⲵ⹄ウ઼ㆆࡂᇎ䐥ˈᐼᵋሩᖃӺⲴॆྶ૱ᒯ੺ㆆࡂᴹᡰ੟⽪ˈᐼᵋُ↔

6、Ѫ≁᯿Աъ¯ᗑ⌕ൺāᴤྭൠᡀ䮯ڊࠪаᇊⲴ䍑⥞DŽ݇䬂䆡˖ӗ૱⢩ᙗ䇹≲ˈॆྶ૱ᒯ੺䇮䇑ˈॆྶ૱ᒯ੺䇮䇑ㆆࡂˈᗑ⌕ൺॆྶ૱IIABSTRACTCosmeticsadvertisingdesignplanningisbasedontheanalysisofthecurrentcosmeticsadvertisingmarket,enterprises,productconditionsandcompany'sdevelopmentdirectiondesignedtoobtainagoodimpressionofconsumers,increa

7、secustomerloyalty,increaseproductsales,enhancecorporateawarenessofthesystemplanningprogram.Withtherapiddevelopmentofthemarketeconomyandthediversificationanddecentralizationofpeople'sconsumerdemand,anexcellentcosmeticsadvertisingdesignplancanenablethecompanytowinbusinesso

8、pportunitiesintheturbulentmarket.Asthefamousbrandofe-commercecosmeticsinChina,the¯Unifonābrandhascertai