产品创新驱动品牌年轻化——大连海鲜特产市场消费者调研与增长路径研究

Product Innovation Driving Brand Rejuvenation—A Study on Consumer Survey and Growth Path in Dalian’s Seafood Specialty Market

摘要: 在“扩大内需战略”背景下，大连市作为国内知名的海滨旅游城市，其海鲜特产亟须精准把握年轻消费者需求、优化供给策略以实现品牌年轻化转型。研究基于对329名16~35岁消费者的问卷调查数据，选取大连市两大代表性海鲜特产品牌“辽渔”与“水一方”，运用SPSS 29.0软件进行交叉分析、探索性因子分析与多元线性回归等统计方法，系统探究驱动大连海鲜特产品牌年轻化的关键因素及增长路径。研究发现：产品创新兴趣是驱动消费者购买意愿的核心因素(β > 0.6)，且两大品牌分别呈现“设计驱动”与“品质驱动”的差异化年轻化模式；消费者对“一人食便捷装”“低脂健康系列”等产品形态表现出显著偏好。据此，研究提出差异化品牌策略与产品创新路径建议，为企业及区域特产市场优化供给、释放内需潜力提供理论依据与实践参考。

Abstract: Against the backdrop of China’s strategy of expanding domestic demand, Dalian’s seafood specialty products, as a representative regional consumer good, need to accurately identify the needs of younger consumers and optimize supply strategies to achieve brand rejuvenation. Based on a questionnaire survey of 329 consumers aged 16 to 35, this study focuses on two representative Dalian seafood specialty brands, “Liaoyu” and “Shuiyifang,” and applies cross-tabulation analysis, exploratory factor analysis and multiple linear regression using SPSS 29.0 to identify the key drivers and growth paths of brand rejuvenation. The results show that interest in product innovation is the core driver of purchase intention (β > 0.6), while the two brands present differentiated rejuvenation patterns of “design-driven” and “quality-driven” respectively; consumers show a marked preference for product forms such as single-serving convenient packs and low-fat healthy series. Based on these findings, differentiated brand strategies and product innovation paths are proposed, providing theoretical and practical references for regional specialty brands to optimize supply and unlock domestic demand potential.