浅析消费升级带来的餐饮品牌迭代--以“红茶”品牌转型设计为例

Analysis of the Catering Brand Iteration Brought by Consumption Upgrade--Taking"Black Tea"Brand Transformation Design as an Example

随着移动互联网时代的快速发展,消费内容从功能性消费到体验式消费的演化,人们更加关注品牌的内在价值和情感表达,作为服务业的餐饮品牌也随之需要转型迭代,使之更好适配消费者的精神需求和完美体验,从而赢得市场,获得消费者认可。该文着重从新时代发展和消费者新的需求出发,重新探索获得成功品牌转型设计的有效路径和方法,为现在需要升级转型的餐饮品牌提供参照和范本。

With the rapid development of mobile Internet era,the evolution of consumer content from functional consumption to experiential consumption,people pay more attention to the intrinsic value and emotional expression of brands,as a service industry,food and beverage brand also need to transform iteration,make it better adapt to the spiritual needs of consumers and perfect experience,so as to win the market,consumer recognition.Starting from the development of the new era and the new demands of consumers,this paper reexplores the effective path and method to obtain the successful brand transformation design,and provides the reference and model for the current food and beverage brands that need to upgrade and transform.