摘要
探究快消文化对中国新式茶饮的影响和利弊,以及新式茶饮品牌形象设计的策略方法.通过文献调研法对快消文化及品牌形象设计的基本概念进行梳理,利用比较法对比传统与新式茶饮之区别,分析新式茶饮发展现状及优势与困境,并基于快消文化和大卫·艾克的品牌形象测量理论,通过案例分析法从"轻、新、优、潮"四层面探究新式茶饮品牌形象设计策略.通过总结分析茶饮头部品牌的发展策略和产品、符号、人性化、企业四层面的品牌形象设计方法,得出快消文化视域下,应善于发扬其"快速、便捷、创新"等优势,弥补其"同质化、不养生、高损耗"等劣势,最终达成中国茶年轻化与国际化的品牌初心.
This paper aims to explore the influence of Fast Moving Consumer Goods(FMCG)culture on Chinese new tea brand as well as the methods and strategies of brand image design of it. The literature research method is used to short and clarify the basic concepts of the FMCG culture and brand image design. Comparation between the traditional tea and new tea helps to analyze the development of the new type of tea and the advantages and disadvantages. Based on the FMCG culture and David A. Aaker’s brand image measuring theory and through the case analysis from four aspects of "light, new, superior, tide" the new tea brand image design strategy is explored. Through summarizing and analyzing the development of the tea head brand strategy and product,symbols, humanity, four aspects of the brand image design method, the horizon, it is concluded that the FMCG culture, should be good at developing its advantages of the "rapid, convenient, and innovation", make up for the "high homogeneity, no keeping in good health and loss" disadvantages, ultimately achieving rejuvenation of Chinese tea and international brands of beginner’s mind.
作者
周雨卉
陈绘
ZHOU Yuhui;CHEN Hui(Southeast University,Nanjing 211189,China)
出处
《工业工程设计》
2022年第4期68-77,共10页
INDUSTRIAL&ENGINEERING DESIGN
关键词
快消文化
快速消费品
新式茶饮
品牌形象设计
FMCG culture
fast moving consumer goods(FMCG)
new tea drinks
brand image design
