随着社会的发展及市场经济的需要,包装不再单纯是为了保护和储藏产品的工具,它逐渐演变成一种符号,成为产品信息传达与品牌文化推广的重要载体。纵观中国现代的白酒市场,琳琅满目、形态迥异的白酒包装让消费者应接不暇,俨然已经成为现代中国酒文化中的一部分。为了体现这种文化,也为了满足白酒市场的消费者需求,中国现代白酒包装的特性逐渐形成,并受中国固有文化以及人们消费心理的影响长期存在下去。 With the development of society and the need of market economy, packaging is no longer simply a tool for the protection and storage of products. It gradually evolves into a symbol and becomes an important carrier of product information and brand culture promotion. Throughout China’s modern liquor market, an array of different forms of liquor packaging for consumers overwhelmed as if has become part of modern Chinese wine culture. In order to embody this culture and to meet the consumers’ needs in liquor market, the characteristics of Chinese modern white wine packaging have gradually taken shape and are constantly influenced by the inherent culture of China and the psychology of people’s consumption.