目的 为提升老字号市场竞争力,设计更符合Z世代消费者需求的包装,实现产品销售、文化传播和创意设计的良性循环。方法 首先,通过网络爬虫技术和扎根理论挖掘消费者的需求信息,形成老字号包装设计需求框架;其次,运用Kano模型归类Z世代消费者的需求属性,结合AHP层次分析法计算需求权重,明确包装设计的重点;最后,以糕点类老字号“九如斋”为例展开设计实践,并通过李克特五级量表进行评估。结果 美观性、礼品属性、文化性、安全性和包装材质为Z世代消费者的核心设计需求。基于此,提出挖掘品牌文化、凸显地域特色的设计原则并进行设计方案构思。结果 表明,设计方案基本契合Z世代消费者的需求和审美倾向,验证了集成扎根理论、Kano模型和AHP层次分析法的研究流程具备实践可行性。结论 老字号要实现可持续发展,需顺应消费者群体结构的变化,深入洞察年轻消费者多元化的需求,进而采取有针对性的设计措施,以注入品牌新的活力。
Abstract
To enhance the market competitiveness of time-honored brands, the work aims to design food packaging tailored to Generation Z consumers' needs, to foster a virtuous cycle of product sales, cultural dissemination, and creative design. Firstly, the web crawling technology and the Grounded Theory were employed to extract consumers' need data, thereby establishing a packaging design needs framework for timed-honored brands. Secondly, the Kano Model was used to categorize the attributes of Generation Z consumers' needs, while AHP was applied to calculate their relative weights, clarifying the key focus areas in packaging design. Finally, based on the findings, a design practice was conducted with the time-honored pastry brand "Jiuruzhai" as a case study. The effectiveness of the design was evaluated through a five-point Likert scale. The results indicated that aesthetics, gift-giving attributes, cultural relevance, safety, and packaging materials were the core design needs of Generation Z consumers. Based on these findings, design principles such as uncovering brand heritage and emphasizing regional characteristics were proposed and a corresponding design concept was developed. Evaluation results demonstrated that the proposed design largely aligned with Generation Z consumers' needs and aesthetic preferences, validating the practical feasibility of the research framework integrating the Grounded Theory, the Kano model, and AHP. To achieve sustainable development, time-honored brands must adapt to changes in consumer demographics, gain in-depth insights into the diverse needs of young consumers, and adopt targeted design strategies to inject new vitality into the brand.
关键词
用户需求 /
老字号 /
包装设计 /
扎根理论 /
Kano /
AHP
Key words
user needs /
time-honored brand /
packaging design /
Grounded Theory /
Kano /
AHP
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基金
教育部人文社会科学研究规划基金（24YJA760113）; 湖南省教育厅重点项目（21A0172）
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