管理學國際博士（DBA）答辯系列 | 祝賀王靚同學順利通過博士論文答辯

2026年3月9日，SJTU-SMU DBA 2021級王靚同學在交大安泰迎來了他論文的答辯時刻。SJTU導師王良燕教授，SMU導師Hannah CHANG教授及Angela LEUNG教授，一起參加并見證了王靚同學的畢業答辯。

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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

《品牌活化中可妥協和不可妥協因素的研究：以威士忌包裝設計為例》

王靚

SJTU-SMU DBA 2021級

上海艾雷電子商務有限公司 總經理

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作者簡介

王靚畢業于林肯大學金融與經濟專業。主要研究興趣在于市場營銷，尤其專注于全球烈酒行業，特別是威士忌品類。作者的專業知識得到了行業的廣泛認可，是一名“Keeper of the Quaich（蘇格蘭執杯者協會會員）”——這一榮譽旨在表彰為蘇格蘭威士忌行業做出杰出貢獻的人士。

王靚的研究具有鮮明的應用導向，深度聚焦行業發展。重要成果之一是擔任2023年至2025年《Whisky L！威士忌年度報告》的首席主編與作者。在此期間，作者負責整合市場數據、分析消費趨勢，并提供塑造行業認知的戰略見解，將學術研究切實轉化為實用的商業智慧。

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論文摘要

包裝設計作為品牌與消費者的第一觸點，其元素調整既能成為品牌增長的催化劑，也可能引發信任危機。本研究基于品牌生命周期理論、品牌形象理論與消費者行為學，從品牌活化視角出發，以威士忌行業為例，構建“包裝設計—品牌精髓—消費者態度”概念框架，綜合運用文獻分析、定性訪談與定量實驗等方法，系統探討包裝設計變化對消費者態度的影響機理。主要結論如下：

第一，包裝設計存在可妥協與不可妥協維度的劃分。定制款設計、顏色屬于可妥協元素，而年份標識、品牌標識屬于不可妥協元素，為品牌在包裝迭代中平衡“變與不變”提供了理論依據。

第二，不可妥協維度變化對消費者態度的負向影響更顯著。相較于可妥協維度（如顏色、材質）的變化，不可妥協維度（如品牌標識、年份標識）的調整會引發更強烈的負面反應。定制化設計可提升消費者信任與購買意愿，但過度創新（如改變品牌標識）將導致態度下降。

第三，品牌精髓在包裝設計與消費者態度之間起完全中介作用。包裝設計變化首先影響消費者對品牌核心價值的感知，進而驅動態度與行為意向。控制品牌精髓后，包裝變化的直接效應不顯著，說明消費者對包裝變化的反應是“意義驅動”的。

第四，代際差異直接影響消費者態度，但不調節作用強度。老顧客對包裝創新容忍度更高，但無論哪個代際，對不可妥協維度變化的負面反應模式一致。

本研究首次系統提出包裝設計“可妥協性”的動態管理框架，深化了品牌活化理論中“傳承與創新”悖論的理解，并為品牌管理者提供了區分“戰略底線”與“戰術調整區”的科學決策依據，有助于在保護核心品牌資產的同時，實現有效的市場煥新與代際溝通。

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導師信息

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

項目簡介

SJTU – SMU DBA項目是上海交通大學安泰經濟與管理學院與新加坡管理大學李光前商學院聯合舉辦的一個管理學國際博士項目，結合了中西方頂尖學術力量，立足中國、放眼全球、旨在培養集應用、管理、研究大成于一體的企業家和管理者。本項目充滿了創新與挑戰精神，在課程設置上側重研究理論與方法的傳授，在應用研究上追求商業實踐與學術的結合。學員從不同的視角來探索全球商業社會，在系統學習和論文答辯后，獲得新加坡管理大學工商管理博士學位。

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