Z世代消费认知与行为驱动下的郁美净老字号品牌活化策略研究

A Study on the Revitalisation Strategy of the Old Yu Meijin Brand Driven by the Consumer Perception and Behaviour of Generation Z

摘要: 随着国潮复兴与Z世代消费群体崛起，中华老字号品牌面临转型升级的迫切需求。本文以郁美净为研究对象，通过问卷调查、文本情感分析及Kano需求分析，探究Z世代消费者对品牌的认知特征与购买决策机制。研究发现：(1) 产品质量与营销创新对购买意愿的正向效应显著高于品牌维度；(2) 消费者负面反馈集中于产品质地与营销不足(Kano模型显示IP联名为必备属性)；(3) 代际认知差异通过情感怀旧间接作用于购买决策。由此，本文提出老字号品牌活化“双轨战略”：通过儿童专业线巩固质量信任，借力国潮IP实现文化转译，为国货老字号激活Z世代市场提供理论框架与实践路径。

Abstract: With the revival of the national trend and the rise of Generation Z consumers, Chinese brands are facing the urgent need for transformation and upgrading. This paper takes Yumeijin as the research object, and through questionnaire survey, text sentiment analysis and Kano demand analysis, it explores the cognitive characteristics and purchasing decision mechanism of Generation Z consumers towards the brand. The study found that: (1) Product quality and marketing innovation have a significantly higher positive effect on purchase intention than the brand dimension; (2) Negative feedback from consumers focuses on product texture and insufficient marketing (the Kano model shows that IP co-branding is a necessary attribute); and (3) Intergenerational cognitive differences indirectly play a role in the purchasing decision through emotional nostalgia. Therefore, this paper proposes a “dual-track strategy” for brand revitalisation: consolidating quality trust through children’s specialised lines, and realising cultural translation by leveraging national wave IPs, which provides a theoretical framework and a practical path for the activation of the Z-generation market by national brand names.