CAJ | 학술논문

以胡庆余堂国药号作为杭州老字号品牌视觉形象设计的考察对象，从标志的传承与演变、产品的包装设计、页面设计三个方面论述了胡庆余堂官方商城的视觉设计，进而分析了视觉形象设计对杭州老字号网络营销的重要性。在此基础上，提出了老字号在不同的时代，要重新定位自己、改良自己的品牌视觉形象。
이호경여당국약호작위항주로자호품패시각형상설계적고찰대상，종표지적전승여연변、산품적포장설계、혈면설계삼개방면논술료호경여당관방상성적시각설계，진이분석료시각형상설계대항주로자호망락영소적중요성。재차기출상，제출료로자호재불동적시대，요중신정위자기、개량자기적품패시각형상。
This paper takes Huqingyutang pharmacy as the object of the study of Hangzhou time-honored brands' image design, The visual design of Huqingyutang official store is discussed from three aspects: the inheritance and evolution of the logo, the packaging design, and the web design. And then the article makes analysis on the importance of visual image design of Hangzhou time-honored brands' network marketing. On this basis, this paper puts forward such a request: that time-honored brand has to re-orient them and improve their own brand visual image.