2026年3月9日，SJTU-SMU DBA 2021級(jí)王靚同學(xué)在交大安泰迎來了他論文的答辯時(shí)刻。SJTU導(dǎo)師王良燕教授，SMU導(dǎo)師Hannah CHANG教授及Angela LEUNG教授，一起參加并見證了王靚同學(xué)的畢業(yè)答辯。

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論文題目

The Role of Negotiable and Non-negotiable Dimensions in Brand Revitalization: The Case of Whisky Packaging Design

《品牌活化中可妥協(xié)和不可妥協(xié)因素的研究：以威士忌包裝設(shè)計(jì)為例》

王靚

SJTU-SMU DBA 2021級(jí)

上海艾雷電子商務(wù)有限公司 總經(jīng)理

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作者簡介

王靚畢業(yè)于林肯大學(xué)金融與經(jīng)濟(jì)專業(yè)。主要研究興趣在于市場營銷，尤其專注于全球烈酒行業(yè)，特別是威士忌品類。作者的專業(yè)知識(shí)得到了行業(yè)的廣泛認(rèn)可，是一名“Keeper of the Quaich（蘇格蘭執(zhí)杯者協(xié)會(huì)會(huì)員）”——這一榮譽(yù)旨在表彰為蘇格蘭威士忌行業(yè)做出杰出貢獻(xiàn)的人士。

王靚的研究具有鮮明的應(yīng)用導(dǎo)向，深度聚焦行業(yè)發(fā)展。重要成果之一是擔(dān)任2023年至2025年《Whisky L！威士忌年度報(bào)告》的首席主編與作者。在此期間，作者負(fù)責(zé)整合市場數(shù)據(jù)、分析消費(fèi)趨勢，并提供塑造行業(yè)認(rèn)知的戰(zhàn)略見解，將學(xué)術(shù)研究切實(shí)轉(zhuǎn)化為實(shí)用的商業(yè)智慧。

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論文摘要

包裝設(shè)計(jì)作為品牌與消費(fèi)者的第一觸點(diǎn)，其元素調(diào)整既能成為品牌增長的催化劑，也可能引發(fā)信任危機(jī)。本研究基于品牌生命周期理論、品牌形象理論與消費(fèi)者行為學(xué)，從品牌活化視角出發(fā)，以威士忌行業(yè)為例，構(gòu)建“包裝設(shè)計(jì)—品牌精髓—消費(fèi)者態(tài)度”概念框架，綜合運(yùn)用文獻(xiàn)分析、定性訪談與定量實(shí)驗(yàn)等方法，系統(tǒng)探討包裝設(shè)計(jì)變化對消費(fèi)者態(tài)度的影響機(jī)理。主要結(jié)論如下：

第一，包裝設(shè)計(jì)存在可妥協(xié)與不可妥協(xié)維度的劃分。定制款設(shè)計(jì)、顏色屬于可妥協(xié)元素，而年份標(biāo)識(shí)、品牌標(biāo)識(shí)屬于不可妥協(xié)元素，為品牌在包裝迭代中平衡“變與不變”提供了理論依據(jù)。

第二，不可妥協(xié)維度變化對消費(fèi)者態(tài)度的負(fù)向影響更顯著。相較于可妥協(xié)維度（如顏色、材質(zhì)）的變化，不可妥協(xié)維度（如品牌標(biāo)識(shí)、年份標(biāo)識(shí)）的調(diào)整會(huì)引發(fā)更強(qiáng)烈的負(fù)面反應(yīng)。定制化設(shè)計(jì)可提升消費(fèi)者信任與購買意愿，但過度創(chuàng)新（如改變品牌標(biāo)識(shí)）將導(dǎo)致態(tài)度下降。

第三，品牌精髓在包裝設(shè)計(jì)與消費(fèi)者態(tài)度之間起完全中介作用。包裝設(shè)計(jì)變化首先影響消費(fèi)者對品牌核心價(jià)值的感知，進(jìn)而驅(qū)動(dòng)態(tài)度與行為意向。控制品牌精髓后，包裝變化的直接效應(yīng)不顯著，說明消費(fèi)者對包裝變化的反應(yīng)是“意義驅(qū)動(dòng)”的。

第四，代際差異直接影響消費(fèi)者態(tài)度，但不調(diào)節(jié)作用強(qiáng)度。老顧客對包裝創(chuàng)新容忍度更高，但無論哪個(gè)代際，對不可妥協(xié)維度變化的負(fù)面反應(yīng)模式一致。

本研究首次系統(tǒng)提出包裝設(shè)計(jì)“可妥協(xié)性”的動(dòng)態(tài)管理框架，深化了品牌活化理論中“傳承與創(chuàng)新”悖論的理解，并為品牌管理者提供了區(qū)分“戰(zhàn)略底線”與“戰(zhàn)術(shù)調(diào)整區(qū)”的科學(xué)決策依據(jù)，有助于在保護(hù)核心品牌資產(chǎn)的同時(shí)，實(shí)現(xiàn)有效的市場煥新與代際溝通。

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導(dǎo)師信息

Hannah CHANG

Committee Chair

(hannahchang@smu.edu.sg)

Associate Professor of Marketing, Lee Kong Chian School of Business, SMU

王良燕

Co-Supervisor

（wly@sjtu.edu.cn）

Professor of Marketing, Antai College of Economics and Management, SJTU

Angela LEUNG

Committee Chair

(angelaleung@smu.edu.sg)

Professor of Psychology Advisor, SMU Institutional Review Board, SOSS, SMU

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Abstract

As the first point of contact between a brand and its consumers, packaging design adjustments can serve as a catalyst for brand growth, yet may also trigger trust crises. Grounded in brand lifecycle theory, brand identity theory, and consumer behavior research, this study investigates the mechanism through which packaging design changes influence consumer attitudes from the perspective of brand revitalization. Taking the whisky industry as an empirical context, the research develops a conceptual framework of "Packaging Design—Brand Essence—Consumer Attitudes," employing literature analysis, qualitative interviews, and quantitative experiments. The main findings are as follows:

First, packaging design comprises both negotiable and non-negotiable dimensions. Custom designs and color are identified as negotiable elements, while age statements and brand logos constitute non-negotiable elements. This classification provides a theoretical foundation for brands to balance "stability and change" in packaging iteration.

Second, changes to non-negotiable dimensions have a significantly stronger negative impact on consumer attitudes compared to changes in negotiable dimensions (e.g., color, material). While custom design enhancements can improve consumer trust and purchase intention, excessive innovation—such as altering brand logos—leads to decreased attitudes.

Third, brand essence fully mediates the relationship between packaging design and consumer attitudes. Packaging changes first influence consumers' perceptions of brand core values, thereby driving attitudes and behavioral intentions. After controlling for brand essence, the direct effect of packaging changes becomes insignificant, indicating that consumer responses to packaging changes are "meaning-driven."

Fourth, generational differences directly affect consumer attitudes but do not moderate the strength of this relationship. While repeat customers demonstrate higher tolerance for packaging innovation, the negative reaction patterns to non-negotiable dimension changes remain consistent across generations.

This research is the first to systematically propose a dynamic management framework for the "compromisability" of packaging design, deepening the understanding of the "heritage versus innovation" paradox in brand revitalization theory. It provides brand managers with a scientific basis for distinguishing between "strategic bottom lines" and "tactical adjustment zones" in packaging updates, enabling effective market renewal and intergenerational communication while safeguarding core brand assets.

SJTU – SMU DBA

項(xiàng)目簡介

SJTU – SMU DBA項(xiàng)目是上海交通大學(xué)安泰經(jīng)濟(jì)與管理學(xué)院與新加坡管理大學(xué)李光前商學(xué)院聯(lián)合舉辦的一個(gè)管理學(xué)國際博士項(xiàng)目，結(jié)合了中西方頂尖學(xué)術(shù)力量，立足中國、放眼全球、旨在培養(yǎng)集應(yīng)用、管理、研究大成于一體的企業(yè)家和管理者。本項(xiàng)目充滿了創(chuàng)新與挑戰(zhàn)精神，在課程設(shè)置上側(cè)重研究理論與方法的傳授，在應(yīng)用研究上追求商業(yè)實(shí)踐與學(xué)術(shù)的結(jié)合。學(xué)員從不同的視角來探索全球商業(yè)社會(huì)，在系統(tǒng)學(xué)習(xí)和論文答辯后，獲得新加坡管理大學(xué)工商管理博士學(xué)位。

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