The Study On The Influence That The Image Of The Moon Cake Package Impacted On Brand Marketing

In modern city, the individualization of product image is in the state of deficiency. With the rapid development of commodity economy, a company cannot survive in fiercely market competition,without regional and cultural products. The individualization of a product mainly could be revealed by its package.As the effective carrier of enterprise brand, package could not only protect products from outside harm, but also could enhance product value, form a wonderful brand image and improve customers’brand loyalty. Therefore, More and more designers attach more importance to the creation of brand individualization on the aspect of package design.This thesis taken Tangwangge moon cake,a pretty influential brand in moon cake market in Jiangxi province, as research object. According to the research, first of all,the thesis classified the research from the perspectives of moon cake package,package and brand marketing and regional brands in China; Secondly, it explained the package image of moon cake and the concept of brand market.Combined with realistic situation, the thesis analyzed moon cake brand marketing and image design;Then, based on the sale pattern of Tengwangge moon cake and package features in recent years,the thesis deduced the advantages and disadvantages of the development of Tengwangge moon cake and the consumer market and consumer group of moon cake. Then,taken the famous brand, Quan Ju De, as a perfect instance, the thesis stated its advantages. Finally, with professional knowledge, the thesis tries to find a proper marketing strategy and package strategy for Tengwangge moon cake. Then, with the regional elements of Jiangxi province, a new package of Tengwangge moon cake created.The research on the influence that moon cake package impacted on brand marketing, the redesign of the package of Tengwange moon cake from the perspectives of visual image,structure and material and the description of cultural features of Tengwangge moon cake brand are of great importance to the realization of regional development and the creation of top-notch moon cake brand in Jiangxi province.