目的 通过调查消费者对地区特产大米包装的偏好与满意度,运用层次分析法与IPA模型进行综合分析评价,提出满足消费者实际需求的地区特产大米包装设计优化策略。方法 首先,以地区特产大米包装设计为研究对象,总结消费者的需求,构建地区特产大米包装设计的评价指标体系。其次,引入AHP层次分析法构建层次模型,确定各准则层维度间的权重排序,并通过IPA分析法来评估方案层指标的满意度情况。最后,结合2种方法的分析结果,从而得到更为明确的地区特产大米包装设计优化方案。结果 通过构建基于层次分析法和IPA分析法的设计流程,完成了对消费者偏好及满意度的调查,生成了一套满足消费者实际需求的地区特产大米包装设计优化方案。结论 层次分析法和IPA分析法的结合运用可以有效分析消费者需求的重要程度与具体满意区间,按照逻辑明确的研究结构来探究地区特产大米包装设计中消费者的偏好因素和满意程度,为地区特产大米包装设计的优化提供了明确方向与理论依据。
Abstract
By investigating consumers' preference and satisfaction with regional specialty rice packaging, the work aims to use analytic hierarchy process and IPA model to conduct comprehensive analysis and evaluation, so as to output the optimization strategy of regional specialty rice packaging design to meet the actual needs of consumers. Firstly, with the packaging design of regional specialty rice as the research object, the consumers' demands for regional specialty rice packaging design were summarized and the evaluation index system of regional specialty rice packaging design was constructed. Secondly, the AHP method was introduced to construct the analytic hierarchy process model, which determined the weight ranking of each criterion layer, and then the satisfaction of the scheme layer indexes was analyzed through the IPA method. Finally, the two methods were combined and analyzed, so as to obtain a clear optimization direction for the packaging design of regional specialty rice. By constructing a design process based on the analytic hierarchy process and IPA method, an investigation into consumers' preferences and satisfaction was conducted, and a set of optimization schemes for the packaging design of regional specialty rice that met consumers' actual demands was developed. The combined application of the analytic hierarchy process and IPA method can effectively analyze the importance level and specific satisfaction intervals of consumers' demands. Following a research framework with a clear logical structure, this study explores the consumers' preference factors and satisfaction levels in the packaging design of regional specialty rice, thereby providing a clear direction and theoretical basis for the optimization of such packaging design.
关键词
地区特产 /
包装设计 /
AHP层次分析法 /
IPA分析法
Key words
regional specialties /
packing design /
analytic hierarchy process (AHP) /
importance-performance analysis (IPA)
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基金
湖北文化创意产业化设计研究中心开放基金（HBCY2312）; 湖北美术学院现代公共视觉艺术设计研究中心指导性项目（JD-2025-11）
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