基于Z世代消费特征的电商渠道品牌包装设计研究

Research on Brand Packaging Design of E-Commerce Channel Based on the Consumption Features of Generation “Z”

摘要: 在电商经济的不断发展的大背景下，各类电商形态为消费者提供了更多的选择和便利，这让电商品牌们得到Z世代人群的关注。本文通过研究Z世代的消费特征，探讨电商品牌的营销方式以及Z世代喜欢的电商品牌包装设计。

Abstract: In the context of the continuous development of the e-commerce economy, various forms of e-commerce provide consumers with more choices and convenience, which makes e-commerce brands get the attention of Generation Z. This paper studies the consumption characteristics of Generation Z, discusses the marketing methods of e-commerce brands and the packaging design of e-commerce brands that Generation Z likes.