中国传统地方菜系品牌形象的系统设计研究——以淮扬菜系为例  

Research on the System Design of Brand Image of Chinese Traditional Local Cuisine——Take Huaiyang Cuisine as an Example

作　　者：张克成[1] 白银[1] 朱德飞 ZHANG Kecheng;BAI Yin;ZHU Defei(Jiangsu Food&Pharmaceutical Science College,Huai’an 223005,China)

机构地区：[1]江苏食品药品职业技术学院,江苏淮安223005

出　　处：《现代食品》2022年第16期131-134,共4页Modern Food

摘　　要：淮扬菜是我国八大传统菜系之一。与其他菜系相比,淮扬菜在饮食市场上的竞争力不足,根本原因在于缺少品牌营销意识,未树立起典型的品牌形象。设计淮扬菜品牌形象,应立足淮扬菜和精清新的风味,着重挖掘淮扬菜系悠久的历史意蕴,发扬江南深厚的人文特色,宣传淮扬菜符合中西养生理念的品性,围绕精品菜打造品牌符号,从而构建起淮扬菜系的品牌形象,推动淮扬菜在国内外的发展与传播。本文在借鉴其他菜系成功经验的基础上,重新审视淮扬菜系的优势,寻找打造淮扬菜系品牌的有效途径,以供相关人员参考。Huaiyang cuisine is one of the eight traditional cuisines in China.Compared with other cuisines,Huaiyang cuisine is not competitive in the food market.The fundamental reason lies in the lack of brand marketing awareness and the failure to establish a typical brand image.To design the brand image of Huaiyang cuisine,we should base on Huaiyang cuisine and its refined and fresh flavor,focus on excavating the long historical connotation of Huaiyang cuisine,carry forward the profound humanistic characteristics of Jiangnan,publicize the quality of Huaiyang cuisine in line with the Chinese and Western health preservation concept,and create brand symbols around boutique dishes,so as to build the brand image of Huaiyang cuisine and promote the development and dissemination of Huaiyang cuisine at home and abroad.Based on the successful experience of other cuisines,this paper re-examines the advantages of Huaiyang cuisine and looks for an effective way to build Huaiyang cuisine brand for the reference of relevant personnel.

关 键 词：地方菜 淮扬菜 品牌形象 设计 

分 类 号：TS971[轻工技术与工程]