市场细分策略下的面条品牌创新设计研究

发布时间：2017-12-31 17:05

本文关键词：市场细分策略下的面条品牌创新设计研究　出处：《安徽大学》2017年硕士论文　论文类型：学位论文

【摘要】：在个性化消费时代的到来下,"以消费者为中心"的营销理念已经深得人心。社会发展水平越高,消费者的一些消费需求也不断发生变化从而导致差异性也越大,市场细分化程度也就必然加大。为了能让自己的品牌不被众多品牌所淹没,相当一部分企业已经开始调整策略,由之前直接价格上的竞争转变为非价格竞争。他们凭据消费者的不同需求,实施与之对应的市场细分策略,同时遵循已有的产品定位,为企业创造出一个新的市场机遇。面条作为我国的传统面食品,它有着上千年的历史,也算得上是中国一份宝贵的文化遗产。面条是一种兼具口感与营养、并且加工简单、食用方便的面制品,随着时代的发展其花样也越来越丰富、继而形成了风味各异且极具地方特色的食品。当然,跟随着历史的演变,面条也成为一种具有丰富文化内涵的和文化寓意的食品,常常被用来表达人的一些情感,例如有喜面、寿面之说,同时也形成了"原汤化原食"等食俗,它既能够作为内敛的中国人的一种情感表达方式同时也能体现出人们对美好生活的一种向往。面条食品对人类文明的贡献是不可忽视的,作为后人理应珍惜和发扬。但是目前国内面条行业止步不前,相对还比较传统落后,市面上面条品牌也缺乏创新,已经不能满足消费的消费需求。同时,笔者也通过大量材料的搜集和一些数据分析了解到,我国目前大部分研究者主要研究方向集中在小麦和面粉品质对面条品质的影响上,而极少有对面条品牌创新设计这一方面的研究,能根据消费者需求定位对面条造型进行相应设计的研究。相比之下,我国对面条的品质和工艺研究还远远落后于意大利对面条的研究,有数据统计,意大利面大品种高达一百三十多种。而中国面条的品种还停留在传统的几种形式。我国面条市场远不及意大利面条市场。同样是面条,一碗意大利面却比一碗中国面高出数十倍。现今我国市场上面条品牌设计还太过传统,缺乏创新性,亟待推陈出新。本着对面条的极大兴趣,和对面条文化以及面条品牌的了解,在对市场的分析和未来发展趋势的研究下,笔者认为对面条品牌进行创新设计研究是很有必要的。本人希望通过此次设计能唤起人们对中国面条文化的认识,创新面条品种,响应消费升级,在功能消费的基础上确立情感消费、内容消费、甚至是个性化定制。
[Abstract]:In the era of personalized consumption, the "consumer-centered" marketing concept has been popular. The higher the level of social development. Some consumer demand is also constantly changing, resulting in greater differences, the degree of market differentiation is bound to increase. In order to make their own brands are not flooded by many brands. A considerable number of enterprises have begun to adjust their strategies, from direct price competition to non-price competition. They implement the corresponding market segmentation strategy according to the different needs of consumers. At the same time, following the existing product positioning, for enterprises to create a new market opportunity. Noodles as a traditional noodle food in China, it has a history of thousands of years. Noodle is also a precious cultural heritage of China. Noodle is a kind of noodle with both taste and nutrition, and it is easy to process and eat. With the development of the times, the variety of noodle is more and more abundant. As a result, food with different flavors and local characteristics was formed. Of course, following the evolution of history, noodles became a kind of food with rich cultural connotations and cultural connotations. Often used to express some of the feelings of people, such as happy noodles, longevity noodles, but also formed "the original soup of the original food" and other food vulgarity. It can not only be used as a way of expressing Chinese people's feelings, but also reflects people's yearning for a better life. The contribution of noodle food to human civilization can not be ignored. As future generations should cherish and carry forward. But at present the domestic noodle industry is stagnant, relatively backward traditional, the market noodle brand is also lack of innovation, has not been able to meet the consumption demand. At the same time. Through the collection of a large number of materials and some data analysis, the majority of researchers in China mainly focus on the effect of wheat and flour quality on noodle quality. And few of the noodles brand innovation design research, according to the needs of consumers to identify the corresponding design of noodle modeling. By contrast. The study of noodle quality and processing in China is still far behind the Italian noodle research, there are statistics. There are more than 130 varieties of spaghetti, but the varieties of Chinese noodles are still in the traditional forms. The noodle market in China is far from that in the spaghetti market. It is also noodle. A bowl of spaghetti is tens of times higher than a bowl of Chinese noodles. Nowadays, the design of noodle brand in our country is too traditional, lack of innovation, and need to be innovated. And the understanding of noodle culture and noodle brand, in the analysis of the market and future trends of research. The author thinks that it is necessary to study the innovative design of noodle brand. I hope this design can arouse people's understanding of Chinese noodle culture, innovate noodle varieties and respond to consumption upgrade. On the basis of functional consumption, the establishment of emotional consumption, content consumption, and even personalized customization.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F719.3

【相似文献】