老字号品牌与听觉营销结合的沉浸式文化体验研究——基于戴春林消费者问卷的聚类分析

A Study on Immersive Cultural Experiences Combining Time-Honored Brands and Auditory Marketing—Based on Cluster Analysis of Dai Chunlin Consumer Questionnaires

摘要: 本文以扬州老字号品牌“戴春林”为例，融入听觉营销，探讨非遗声音与传统品牌结合如何触发沉浸式文化体验，通过对200份有效问卷进行K-means聚类和联合分析，并识别出“文化沉浸类”“科技互动类”和“无明显偏好类”的消费者群体，研究还发现核心客群对店内装潢和产品包装满意度较高，且更期待非遗声音的加入，据此本文提出“场景 + 非遗声音”融合营销的技术创新路径，为老字号品牌的文化创新提供实证支持。

Abstract: This paper takes Yangzhou’s long-established brand “Dai Chunlin” as an example, integrates auditory marketing, and explores how the combination of non-legacy sound and traditional brand triggers an immersive cultural experience. 200 valid questionnaires were subjected to K-means clustering and joint analysis, and the “cultural immersion”, “technological interaction” and “no clear preference” consumer groups were identified, and found that the core customer groups are more satisfied with the in-store décor and product packaging, and they are more looking forward to the addition of the sound of non-heritage. Accordingly, this paper proposes a technological innovation path of “scene + non-heritage sound” integrated marketing to provide empirical support for the cultural innovation of old brands.