老字号糕点品牌体验设计策略研究
Research of Experience Design Strategies for Time-Honored Pastry Brands

曾作为我国商业典型代表的老字号糕点品牌近年来因品牌老化面临着经营惨淡的生存困境。文章结合体验经济时代背景，基于品牌体验设计理论，构建老字号糕点品牌体验五维接触点，包括糕点产品、品牌形象、品牌环境、品牌服务和品牌传播，据此收集数据梳理老字号糕点品牌体验设计共性问题，并提出针对性的解决策略，为老字号糕点品牌升级与转型提供一定参考，助力我国民族品牌建设。
As a typical representative of Chinese business, the time-honored pastry brand has been facing the predicament of poor operation due to brand aging in recent years. China has entered the era of experience economy, the article is based on the theory of brand experience design, to build the five-dimensional touch points of the time-honored pastry brand experience, including pastry products, brand image, brand environment, brand service and brand communication, according to which to collect data to sort out the common problems of the time-honored pastry brand experience design and put forward the targeted solution strategy for the upgrading and transfor-mation of the time-honored pastry brand to provide a certain reference to help national brand building in China.