基于多重感官体验的啤酒产品设计理念

Beer Product Design Concept Based on Multisensory Experience

伴随啤酒消费新趋势,中国啤酒工业进入新一轮调整期。中国各大啤酒集团积极开展产品结构优化、以期以产品升级、创新之道应对变幻莫测的啤酒市场变化。本文针对啤酒产品品类建设以及啤酒餐饮一体化发展趋势,聚焦食品与饮料酒行业,包括但不局限于啤酒,对食品及饮料酒风味的多重感官感知、啤酒产品的独特性以及多重感官感知的消费者研究方法进行了概述,初步提出了一个基于多重感官体验的啤酒产品设计理念,从而加深对消费新趋势下的啤酒产品纵深设计维度的理解。

With the new trend of beer consumption,China's beer industry has entered a new round of adjustment. China's major beer groups actively carry out product structure optimization,product upgrade and innovation approach to cope with the unpredictable changes in the beer market.Based on beer product category construction and development trend of beer restaurant integration,focusing on food and beverage industry,including but not limited to beer,multisensory perception to food and beverage,uniqueness of beer products and consumer research methods of multisensory perception were summarized. Meanwhile,a concept of beer product design based on multisensory experience was preliminarily proposed,providing an in- depth understanding to beer product design dimensions under the new trend of beer consumption.