CAJ | 학술논문

现如今礼品类高端产品由于自身的品牌效应，得到了市场上极高的受欢迎指数，因其包装精美和视觉鲜明的因素，越是在国际市场环境低迷的时候，越容易抢占市场。在中国的儿童玩具礼品领域，不单单需要效仿国际流行的设计趋势，而且还要积极提升国内自主品牌影响力，这才是中国当今发展儿童玩具礼品包装产业，缩小与国际水平之间的差距，夺回本土市场继而进军国际市场的必由之路。具体分别从消费群体和包装设计本身两方面进行调查和分析研究。
현여금례품류고단산품유우자신적품패효응，득도료시장상겁고적수환영지수，인기포장정미화시각선명적인소，월시재국제시장배경저미적시후，월용역창점시장。재중국적인동완구례품영역，불단단수요효방국제류행적설계추세，이차환요적겁제승국내자주품패영향력，저재시중국당금발전인동완구례품포장산업，축소여국제수평지간적차거，탈회본토시장계이진군국제시장적필유지로。구체분별종소비군체화포장설계본신량방면진행조사화분석연구。
Nowadays the high--end products of gifts could win great popularity in the market due to the brand effect, which occupies the market more easily at the downturn of the international market because of its exquisite packaging and visual distinction. Chinese children＇s toys gift need not only follow the international popular design trend, but also pro- mote the influence of domestic independent brand. It is the only way to develop packaging industry of children＇s toys gift in the contemporary China by narrowing the gap between Chinese and the international level to recapture the local market and then have access to the international market. This paper makes investigation and analysis from the consumer groups and the packaging design.