Analysis of Users’ Demand for Visual Images of Chinese Medicine Time-Honored Brands Based on the Kano Model

Abstract

Objective-based on the relevant research methods of the Kano model, this paper makes a specific exploration of the principles and design ideas of Chinese medicine’s time-honored brand image according to users’ needs. Methods the relevant data of the user needs of the time-honored brand image of Chinese medicine were obtained through the questionnaire survey method. And then, through the Kano model, the user needs were divided into basic needs (m), charm needs (a), no special difference needs (I), reverse needs (R), and expectation needs (o), to explore the internal needs of users for the visual image of the Chinese medicine brand. Moreover, integrate the sensory experience of users for the brand image. The perception process of interactive experience and emotional experience and the most original needs of users are transformed into reliable data. The needs are calculated through the calculation method of better worse coefficient. Results it is proposed that the brand image of time-honored pharmaceutical brands needs to unify the visual images and create the IP images, to make the brand image of time-honored Chinese pharmaceutical brands have the characteristics of the times and interest. Conclusion according to the needs of users, summarizing the methods and strategies suitable for optimizing the visual image of Chinese medicine time-honored brands is not only the inheritance and tolerance of Chinese traditional medicine culture but also provides reference and reference for the continuous growth of Chinese medicine time-honored brands.