发布时间：2014-10-14 来源：人大经济论坛

目 录 中文摘要...........................................................Ⅰ 英文摘要...........................................................Ⅱ 目录...............................................................Ⅲ 1.绪论.............................................................1 1.1 购物袋的定义 ...............................................1 1.2购物袋的价值与附加价值.......................................5 2．购物袋的特征.....................................................7 2.1 购物袋对产品的用 ............................................7 2.2 购物袋的多元使用使用.........................................7 3．购物袋的多元化附加价值..........................................10 3.1 购物袋附加价值的表现........................................10 3.2 购物袋附加价值的实现途径....................................12 4．购物袋再设计....................................................15 4. 1购物袋的再设计必然性........................................15 4.2 购物袋的设计................................................16 5．品牌服装购物袋设计实例..........................................20 5.1 服装的品牌效应..............................................20 5.2 绫致集团（bestseller）的介绍 ..................................21 6．总结与展望......................................................25 致谢...............................................................27 参考文献...........................................................28 附件...............................................................29 摘要：爱逛街的人们不难发现，当下我们走进商场时，映入眼帘的除了琳琅满目的商品外，人们手中各式各样的购物袋已经成为了另一道独特风景线，特别当我成为包装工程专业的一名学生后，似乎是出于专业敏感性，我对购物袋的关注也越来越多了。充满设计感的购物袋或者神秘魅惑，或者清新宜人，或者尊贵奢华，或者个性张扬，吸引着消费者的眼球。在当今这个商品包装随着社会经济的飞速发展而日益完善的时代，购物袋作为包装的重要方面已经成为增加商品附加价值的重要手段之一了。 本文将先对购物袋的范围进行定位，从市场的角度分析购物袋存在的理由及其价值，接着分析购物袋作为包装形式的独特的作用，并在一定层面上对购物袋进行分类。本文的第三章，通过论述购物袋设计与附加价值的关系，分析购物袋设计具有的如经济价值、实用价值、审美价值、文化价值、社会价值、情感交流价值等附加价值，并讨论购物袋是如何通过结构、材料、色彩、市场营销、整体设计等方面，最大程度地增加其附加价值，试图从一个比较全面的角度论述，附加价值的实现是购物袋设计中的一个不容忽视的重要方面。最后阐述购物袋再设计的重要性，如何在针对购物袋进行市场调研后，成功进行购物袋的再设计，最后附上本人在对某一服装品牌分析研究之后的购物袋设计实例。 关键字：购物袋；附加价值；再设计；包装设计 Abstract：People who like shopping would find out that when we walk in the shopping mall, there are a superb collection of beautiful commodities in my eyes. Besides, all sorts of shopping bags in people’s hands have become special scenery. Especially, when I come to be a student major in packaging engineering, I have paid much more attention to the shopping bag. These shopping bags look as if they are mysterious or pure or noble or individual attract consumers’ eyes. With the development of economy, commodity packaging improves increasingly. Packaging design is become an important means to increase the add value of commodities. This thesis expounds the shopping bags’ scope, from the market view to analyze the existence of the shopping bags and its value. Then analyze the shopping bag as one kind of packaging how it exerts particular effect. And to classify the shopping bags. The third chapter of this thesis analyzes the shopping bags’ value-added such as economic value, practical value, aesthetic value, cultural value, social value, emotional value through state the relationship between shopping bag design and add value. And then discuss how to maximize the added value of shopping bags through the design of structure, material, color, marketing and overall. Try to illustrate the importance of the design in increase of add value from a comprehensive perspective. At last expound how to do a market research of shopping bag and the importance of shopping bag redesign. Add my design example after studying a chosen clothes brand. Key words: shopping bag ;add value ;redesign ;packaging design