鞋类工艺与设计2026，Vol.6Issue(15)：38-40,3.DOI:10.3969/j.issn.2096-3793.2026-15-013
Z世代亚文化视域下老字号品牌形象设计研究
Research on the Brand Image Design of Time-honored Brands from the Perspective of Gen Z Subculture:A Case Study of Hengshun Brand Upgrade
摘要
Abstract
Generation Z is gradually becoming the main consumer force,and time-honored brands are facing the challenge of the disconnection between their traditional image and the young market.This study takes Hengshun Fragrant Vinegar as the object and,based on the subculture theory of Generation Z,explores how traditional brands can achieve intergenerational dialogue through design innovation.After analyzing the aging problem of its visual symbols and the consumption characteristics of Generation Z,a"subculture translation"strategy was proposed:deconstructing the intangible cultural heritage craft cultural symbols of"Zhenjiang Vinegar"and transforming them into a unique visual language;Build light narrative content to upgrade the brand image and surrounding stores;Enhance brand stickiness through user co-creation.The key to the youthfulness transformation of time-honored brands lies in balancing"cultural seriousness"and"expressive entertainment",activating users'emotional resonance and willingness to spread.The research provides a reusable methodological framework.关键词
Z世代/亚文化/老字号品牌/品牌形象/恒顺香醋Key words
z-generation/subculture/time-honored brands/brand image/hengshun vinegar分类
社会科学引用本文复制引用
姚心怡,廖丰丰..Z世代亚文化视域下老字号品牌形象设计研究[J].鞋类工艺与设计,2026,6(15):38-40,3.基金项目
2024年度江苏高校哲学社会科学研究一般项目《服务设计思维下的乡村文旅品牌建设与提质研究》(项目编号:2024SJYB0924) （项目编号:2024SJYB0924）
