消费者视角下食品类老字号品牌形象的可持续优化决策模型

季少融; 杨程

doi:10.19554/j.cnki.1001-3563.2025.18.028

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包装工程（设计栏目） ›› 2025, Vol. 46 ›› Issue (18) : 314-324. DOI: 10.19554/j.cnki.1001-3563.2025.18.028

视觉传达设计

消费者视角下食品类老字号品牌形象的可持续优化决策模型

季少融^1,2, 杨程^2,*

作者信息 +

Sustainable Optimization Decision Model for China's Time-honored Food Brands' Identity from the Consumer Perspective

JI Shaorong^1,2, YANG Cheng^2,*

Author information +

文章历史 +

摘要

目的随着现代食品行业的发展和消费者饮食偏好的变化,品牌竞争日趋激烈。对传承中华美食传统的老字号食品品牌而言,这一挑战尤为显著,许多品牌正努力更新其过时的品牌形象。分析消费者偏好对优化这些品牌形象系统的影响,将有助于企业实现品牌形象系统的持续改进和创新。方法通过广泛的文献综述及1 069人参与的问卷调查,构建了可持续优化决策模型的理论框架,并使用CRITIC法建立最终的可持续优化决策模型。结论研究结果表明,广告是食品类老字号品牌形象系统中最受中国消费者关注的子系统,其次为网站、包装、标志及色彩子系统。此外,各个子系统分别包含5项优化标准,增强了模型的实用性和普遍性。

Abstract

As the modern food industry develops and consumer dietary preferences evolve, brand competition is becoming increasingly fierce. This challenge is particularly significant for time-honored food brands that have inherited Chinese culinary traditions, many of which are struggling to modernize their outdated brand identity systems. Analyzing the impact of consumer preferences on optimizing these brand identity systems will help firms drive continuous improvement and innovation of brand identifies. A theoretical framework for a sustainable optimization decision model was formulated through a comprehensive literature review and a survey involving 1 069 participants. An ultimate sustainable optimization decision model was constructed according to the CRITIC method. The results indicate that advertising is the most popular subsystem of the brand identity system for time-honored food brands among Chinese consumers, followed by websites, packaging, logos, and color subsystems. Additionally, each sustainable optimization decision model subsystem incorporates five optimization criteria, enhancing the model's practicality and universality.

导出引用1

季少融, 杨程. 消费者视角下食品类老字号品牌形象的可持续优化决策模型[J]. 包装工程. 2025, 46(18): 314-324 https://doi.org/10.19554/j.cnki.1001-3563.2025.18.028

JI Shaorong, YANG Cheng. Sustainable Optimization Decision Model for China's Time-honored Food Brands' Identity from the Consumer Perspective[J]. Packaging Engineering. 2025, 46(18): 314-324 https://doi.org/10.19554/j.cnki.1001-3563.2025.18.028

中图分类号： TB472

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