品牌视角下黄酒文化体验设计策略研究  

Research on Yellow Rice Wine Cultural Experience Design Strategy from the Perspective of Brand

作　　者：杨涵棋 Hanqi Yang(School of Design,Jiangnan University,Wuxi Jiangsu)

机构地区：[1]江南大学设计学院,江苏无锡

出　　处：《Design（汉斯）》2024年第3期27-34,共8页设计（汉斯）

摘　　要：黄酒与华夏文明一起走来,文化底蕴极其深厚,对黄酒及其品牌的体验必然伴随着对黄酒文化的体验。研究从黄酒品牌打造的视角出发,分析文化体验设计的内涵和具体应用,梳理现有黄酒品牌文化体验设计中存在的问题。将黄酒品牌体验旅程划分为符号感知阶段、产品/体验阶段和互动参与阶段,细分出不同体验阶段的关键接触点为品牌语言、品牌标识、饮酒场景、黄酒文旅、合作赞助和品牌互动,并提出关键接触点对应的黄酒文化体验设计策略,探索黄酒品牌创新发展的新思路,将黄酒中蕴含的文化价值展示给消费者。Yellow rice wine and Chinese civilization come together,and the cultural connotation is extremely profound.The experience of yellow rice wine and its brand is bound to be accompanied by the ex-perience of yellow rice wine culture.From the perspective of brand building of yellow rice wine,this paper analyzes the connotation and specific application of cultural experience design,and sorts out the existing problems in the cultural experience design of yellow rice wine brand.The experience journey of yellow rice wine brand is divided into symbol perception stage,prod-uct/experience stage and interactive participation stage,and the key contact points in different experience stages are subdivided into brand language,brand logo,drinking scene,yellow rice wine travel,cooperative sponsorship and brand interaction,and the design strategy of yellow rice wine cultural experience corresponding to the key contact points is put forward,so as to explore new ideas for the innovation and development of yellow rice wine brand and show the cultural value contained in yellow rice wine to consumers.

关 键 词：品牌视角 黄酒品牌 黄酒文化 文化体验设计 设计策略 

分 类 号：TS2[轻工技术与工程—食品科学与工程]