基于传统火锅对于现代火锅造型的影响——以重庆火锅为例-influence of traditional hotpot on modern hotpot modeling - taking chongqing hotpot as an example.docxVIP

摘要中国的火锅品种非常多，如四川的麻辣火锅，享誉天下；北京的羊肉涮锅风味别致，非常爽口；广东的海鲜火锅、钙骨火锅，味道鲜美；此外，重庆的鸳鸯火锅、上海的什锦火锅、杭州的三鲜火锅、湖北的野味火锅、东北的白肉火锅、香港的牛肉火锅等，也各具特色。火锅在全国各地都有，其中重庆火锅最出名，从码头文化逐步发展的一些连锁火锅，如“秦妈”、“小天鹅”、“德庄” 等品牌开始走出重庆，甚至向国外发展。但在品牌的发展和营销中仍有一定的局限性，特别是对于重庆品牌火锅对品牌形象、品牌文化构件、品牌推广仍有许多不足。如今，重庆火锅的知名度与以往相比确实有了很大的提升，但与“麦当劳”、“肯德基”、“必胜客”等洋快餐等相比仍然有较大的差距。这些不足，有待于业内人士在理论、实践等方面的研究，谦虚学习洋快餐的有点，扬长避短，将重庆火锅的品牌推向更理想的高度。火锅餐具的设计目前国内外关注较少，查阅与火锅的文献发现，他们更多的从美食的角度来关注火锅，而有关火锅餐具的文献则少之又少。梳理火锅餐具的发展演变发现，传统火锅的结构主要有穿心式与一体式，现代火锅的结构设计应对这两者结构进行创造性的改造；火锅餐具的设计应该注重新功能火锅的开发、创新对传统火锅装饰元素的运用、加强对传统火锅历史文化的研究、融入充分的区域特征、注重火锅餐具的隐喻设计等等，只有这样，才能开发出更受消费者喜爱的火锅餐具。关键词：火锅；造型设计；产品造型IIABSTRACTThehotpotsinChinaarevarious,suchasSpicyHotPotinSichuanProvince, whichisspicyandfragrant,well-knownaroundtheworld;PekingInstantly-boiled MuttoninHotPotisparticularinitstasteandveryrefreshing;SeafoodHotPotand PorkBoneHotPotinGuangdongProvincearenotoilybutfreshanddelicious; besides,ChongqingDouble-flavoredHotPot,PorkHotPotinnorth-easternpartof China,HangzhouThree-flavoredHotPot,HubeiGameHotPot, Hong kongBeefHot Pot,ShanghaiMixedMeatHotpot,HenanStewedMuttonHotpot,etc,arealsovery tastyandenjoythefavorofthecustomers.Asaneatingway,thehotpotisnotsolely embracedinChongqing,andit’swidespreadthroughoutthewholecountryandeven abroadbutonlyChongqingHotPotisrenownedaroundtheworld.HavingStarted fromthedockcultureandgraduallyestablishedtheparticularbrandofChongqing, ChongqingHotpot,borninthecommonsurrounding,hasgivenbirthtoaparadeof brands,asarepowerfulintheirfameandexpandtheirbusinessesoutofChina,such asDezhuang,XiaoTian’e,Qinma,etc.Butsomerestraintsarestillexistintheir branddevelopingandmarketing,andespeciallyforChongqingHotpot,itsbrand image,brandculturecomponentsandbrandpromotinghavealongwaytogo. Nowadays,thefameofChongqingHotpothasgainedadramaticleapcomparedwith itspaststate;butcomparedwiththeforeignfast-foodbrands,Macdonald,KRC, PizzaHut,etc,itstilllagsfarbehind.Theseweakpointsstillneedtheeffortsofthe relatedpersonsintheoryandpracticetoovercomeandlearnfromtheforeign fast-foodbrands