Research on the Innovation Strategy of Integrating Cultural IP into the Packaging Design of Native Product
In the current context of globalization and mar-ket diversification,cultural intellectual property(herein-after referred to as IP)has become a key element in brand building and differentiation strategies.Especially for native product brands,the integration of cultural IP can not only enhance the brand image,but also promote consumers'cultural and emotional identification of products.Based on the perspective of consumer psychology,this paper analyz-es consumers'perception and response to cultural IP pack-aging,and points out that packaging design integrated with cultural elements can significantly improve the perceived value and purchase attraction of products.On this basis.it provides specific packaging design suggestions for native product brands and strategies on how to effectively use cultural IP to enhance brand competitiveness and market performance.
cultural intellectual propertynative productpackaging designinnovation strategyconsumer perception
万方数据
维普
