影响消费者对中国传统白酒的购买行为的综合因素

摘    要
白酒作为中国最典型的酒类代表白酒，在我国已有几千年的历史，几千年历史的沉淀也形成了我国独有的酒文化，在独有的酒文化熏陶下形成了特定的消费行为模式，表现出不同的消费特点，拥有极大的市场潜力，其消费人群也不仅仅局限于60年代以上的人，“文化回归”、消费者低龄化发展趋势越来越明显。消费者饮用白酒的动机十分明确，在不同场合下展现出不同的心理需求。面对这样一个市场现状，以中国传统文化为突破口的白酒酒瓶外观造型设计就显得十分必要。运用调查问卷、访谈、观察等方法，对目前消费者的认知心理以及市场上现有产品进行探讨与分析。
市场上的酒类产品外观大同小异，应该从分析消费者的认知过程入手，结合具体的设计策划，迎合中国消费者对酒文化需求，近一步剖析“文化回归”现象。通过对传统酒文化的挖掘，提出“君子与玉比德”的玉环形酒瓶设计方案。结合消费者的认知及心理需求，分析具体设计因素，论证如何引导或影响消费者的购买行为。
    本次研究希望通过这一系列对消费者的心理认知及消费行为的分析来引导设计方向，使其能够满足市场及消费者的需求，进而影响消费者的购买行为，以消费者的需求为主线，制定相应的产品设计策划，推动整个产品设计研发过程。

Abstract

Chinese liquor as the most typical representative of the alcoholic liquor in China for thousands of years has already formed a unique wine culture, which under the influence of the formation of a specific consumption patterns to show different characteristics of the consumer with great market potential, consumer groups are not limited to those over the time is 60s. "Culture Back", young consumers increasing everyday. The motive for drinking liquor, consumers are very clear on various occasions to show the different under psychological needs. In the face of such a market situation, China's traditional culture as a breakthrough point of the liquor bottle design which has become very necessary. The use of questionnaires, interviews, observation and so on, the current consumer awareness of the psychological as well as the products available in the market to explore and analysis. 
Liquor products on the market look more or less the same, it should be analyzed from the consumer's cognitive process to start light of the specific design of the plan in order to meet the cultural needs of the consumers of liquor for further analysis of the "cultural regression". The traditional culture of liquor in the history, "JUNZI YU YU BI DE" Yuhuan bottle-shaped design. Consumer combination of cognitive and psychological needs, analysis of the specific design, demonstration or how to influence consumer buying behavior. 
     The hope that through this series of studies on the psychology of consumer awareness and consumer behavior analysis to guide the design direction to enable it to meet market and consumer demand which in turn will affect consumer buying behavior, consumer demand for the main line, the development of the product design planning, promote research and development of the entire product design process.

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