目的 寻求多元消费群体需求导向下的果蔬汁包装消费全链路体验设计的优化策略,在优化消费群体消费体验的同时,提升果蔬汁的产品附加值。方法 综合运用Affinity Diagram（A型图解法）与Analytic Hierarchy Process（AHP,层次分析法）的混合研究方法对Z世代学生与上班族、健身人士以及具有特殊需求的人群进行需求获取与转化。利用A型图解法获取消费者需求卡片与需求清单,在此基础上,利用AHP构建果蔬汁包装消费全链路体验设计的层次分析模型与判断矩阵,并进行一致性检验,将多元消费群体对于果蔬汁包装消费体验的需求转化为果蔬汁包装的具体设计指标,为果蔬汁包装提供可优化的设计思路与实践方案。结果 明晰了多元消费群体对于果蔬汁包装设计的功能体验需求,并根据需求清单与层次分析模型得出的数据设计了与需求高度契合的果蔬汁包装与全链路消费体验系统方案。结论 以多元消费群体的消费需求为导向进行设计,融合数理模型方法进行果蔬汁包装的消费体验设计,可更精准地实现市场、设计主体与消费者之间的有效衔接,提升消费者在消费过程中的体验感与幸福消费指数,增强其对大健康食品包装的安全感、体验感。
Abstract
The work aims to explore the optimization strategies for the full-link experience design of fruit and vegetable juice packaging, guided by the demands of diverse consumer groups, so as to enhance the added value of fruit and vegetable juice products while optimizing the consumer experience. A hybrid research approach integrating the Affinity Diagram and the Analytic Hierarchy Process (AHP) was applied to obtain and transform the demands of Gen Z students, office workers, fitness enthusiasts, and people with special needs. Firstly, the Affinity Diagram was used to collect consumer demand cards and compile demand lists. On this basis, AHP was employed to construct a hierarchical analysis model and a judgment matrix for the full-link experience design of fruit and vegetable juice packaging, followed by a consistency test. This process converted the demands of diverse consumer groups for the packaging consumption experience into specific design indicators for fruit and vegetable juice packaging, providing optimizable design ideas and practical solutions for such packaging. The functional experience demands of diverse consumer groups for fruit and vegetable juice packaging design were clarified. Based on the demand list and the data derived from the hierarchical analysis model, a fruit and vegetable juice packaging and full-link consumer experience system solution that was highly aligned with these demands was also designed. The design guided by the consumption demands of diverse consumer groups and the integration of mathematical model methods into the consumer experience design of fruit and vegetable juice packaging can more accurately realize the effective connection between the market, design entities, and consumers and can also enhance consumers' sense of experience and happiness consumption index during the consumption process, and strengthen their sense of security and experience regarding the packaging of massive health food products.
关键词
果蔬汁包装 /
全链路体验设计 /
消费体验 /
层次分析法 /
A型图解法
Key words
fruit and vegetable juice packaging /
full-link experience design /
consumer experience /
analytic hierarchy process /
Affinity Diagram
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基金
湖南省社会科学基金重点项目（24ZDB043）
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