基于Z世代消费需求的餐饮品牌形象设计策略

Design Strategy for Catering Brand Image Based on Z Generation Consumer Demand

介绍Z世代消费群体的时代特征,及其对品牌形象设计的重视。分析了Z世代消费群体对餐饮品牌的消费偏好,即对餐饮品牌的外观、健康和价值内涵的关注,提出了基于Z世代消费需求的餐饮品牌形象设计策略。

This article introduces the characteristics of the Z-generation consumer group and their emphasis on brand image design,analyzed the consumption choices of catering brands among Z-generation consumers,focusing on the appearance,health,and value connotation of catering brands.Finally,a catering brand image design strategy based on the consumption needs of Z-generation was proposed.