姜川

摘要：商品经济环境下，同质化产品的激烈竞争与顾客的基本物质需求满足催生出体验消费，它使徐州地方特产食品包装的消费体验与品牌识别愈发关联紧密。作为凝聚古彭饮食文化的物质载体，徐州地方特产美食令食客们闻名生津，让游客们目不暇接。其包装带来的消费体验成为受众在销售终端了解、感受特产的地域文化、品牌文化、产品文化的主要形式，是进行品牌识别的关键路径。徐州市场上该类商品的包装存在诸多有关品牌识别方面的问题。故试作探讨，以期推本溯源。

关键词：徐州地方特产；食品包装；品牌识别；消费体验

中图分类号：TB48 文献标识码：A 文章编号：1400 （2021） 05-0075-05

A Brief Analysis of The Status Quo of Brand Recognition of Specialty Packaging in The Context of Experience Consumptio

—— Taking Xuzhou Local Specialty Food as An Example

JIANG Chuan（Xuzhou University of Technology， Xuzhou Jiangsu 221018， China）

Abstract： In a commodity economy， the intense competition of homogeneous products and the satisfaction of customers basic material needs give rise to experience consumption. It makes Xuzhous local specialty food packages consumption experience and brand recognition closely linked. As the material carrier of Xuzhous food culture， Xuzhous local specialty foods make diners full of appetite when they hear those foods name， and let the visitors have too many goods to see. The consumption experience brought by their packages have become the main channel for consumers to get to know and feel the regional culture， brand culture and product culture of specialty products at the sales terminal. They are also core tools for brand recognition. At present， there are a lot of problems related to brand identification in the packages of this kind of goods in Xuzhous market. This paper tries to make a discussion in order to trace to the source.

Key words： local specialty of Xuzhou； food packages； brand identity； consumption experience

地方特產食品是一个区域内浓缩饮食文化、体现饮食特点的核心载体，是地域文化的重要标志物。它们常具有源流绵长的发展历程，留有沁润舌尖的独特味道，享有舍我其谁的霸气口碑，保有刻入记忆的专属形态，存有不分年龄的大批拥趸。徐州是彭祖故里，饮食文化源远流长，其地方特产美食琳琅满目、脍炙人口。这里的农品类特产有驰名远近的牛蒡、银杏、苔干、大沙河苹果等；肉品类特产有久负盛名的鼋汁狗肉、捆香蹄、王集香肠等；蜜饯类特产有油润甜糯的三刀、甘沁心脾的羊角蜜、酥脆香溢的小儿酥糖等；副食类特产有似肉非肉的贾汪素火腿、浓浆滑稠的热粥粉等。这些古彭美食不仅让本地居民久食不厌，也让众多慕名而来的他乡游客念念不忘。……