中国乳业 ›› 2026, Vol. 0 ›› Issue (9): 23-30.doi: 10.12377/1671-4393.26.09.04

• 营销管理 • 上一篇    下一篇

地域饮食文化赋能乳制品创新的路径探索——以“姜葱白切鸡风味牛奶”为例

吴泽鹏, 吴炜俊*, 李颂群, 刘师郭   

  1. 广州风行乳业股份有限公司,广东广州 510610
  • 出版日期:2026-09-25 发布日期:2026-10-23
  • 通讯作者: *吴炜俊（1995-）,男,广东江门人,硕士,工程师,研究方向为食品加工与安全。
  • 作者简介:吴泽鹏（1991-）,男,广东揭阳人,本科,助理工程师,研究方向为食品质量安全;李颂群（1977-）,女,广东梅州人,本科,工程师,研究方向为乳品质量管控;刘师郭（1998-）,男,江西上饶人,硕士,研究方向为食品加工与安全。

Exploring the Pathways for Regional Dietary Culture to Empower Dairy Product Innovation：A Case Study of “Ginger and Scallion White-cut Chicken Flavored Milk”

WU Zepeng, WU Weijun*, LI Songqun, LIU Shiguo   

  1. Guangzhou Fengxing Dairy Co.,Ltd.,Guangzhou Guangdong 510610
  • Online:2026-09-25 Published:2026-10-23

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摘要： 中国乳制品市场同质化竞争加剧,消费者对产品情感与文化价值需求升级,倒逼乳品企业寻求创新突破。融合地域饮食文化的风味越界成为破局关键,“姜葱白切鸡风味牛奶”的现象级出圈,正是“文化编码-技术支撑-消费赋能”三维逻辑协同的重要体现。本研究以该产品为核心案例,剖析其爆款机理：对粤菜核心符号“姜葱白切鸡”进行文化编码,依托高温瞬时杀菌与风味稳定技术、实现咸鲜风味与乳基质的精准融合,契合Z世代猎奇共鸣与社交裂变需求,构建独特市场价值。在此基础上,提出乳品企业产品创新四大趋势：文化赋能深度化与在地化、风味调控技术前沿化与精准化、消费场景定制化与社交化、产学研协同生态化创新,并客观分析此类创新在风味稳定性、文化普适性及产业协同性上的瓶颈。本研究为乳品企业依托地域文化资源实现差异化创新提供理论与实践指引,对推动乳制品行业高质量发展具有重要学术与现实意义。

关键词: 姜葱白切鸡风味牛奶, 地域饮食文化赋能, 风味调控技术, 乳制品创新, 乳制品消费趋势

Abstract: With the intensification of homogeneous competition in China's dairy market and the upgraded consumer demand for the emotional and cultural value of products,dairy enterprises are compelled to pursue innovative breakthroughs.The cross-border integration of flavors with regional dietary culture has become the key to breaking the dilemma.The phenomenal popularity of “ginger and scallion white-cut chicken flavored milk”is precisely an important outcome driven by the synergy of the three-dimensional logic of “cultural coding-technological support-consumption empowerment”.Taking this product as the core case,this study analyzed the mechanism behind its blockbuster success：it conducted cultural coding on "ginger and scallion white-cut chicken",a core symbol of Cantonese cuisine,relied on ultra-high temperature short time sterilization and flavor stabilization technology to achieve the precise integration of salty and fresh flavor with milk base,catered to Generation Z's demand for novelty-seeking resonance and social fission,and thus constructed a unique market value.On this basis,four major trends for dairy product innovation were proposed：the deepening and localization of cultural empowerment,the advancement and precision of flavor regulation technology,the customization and socialization of consumption scenarios,and the ecological innovation of industry-university-research collaboration.Meanwhile,the study objectively analyzed the bottlenecks of such innovation in terms of flavor stability,cultural universality and industrial coordination.This study provided theoretical and practical guidance for dairy enterprises to realize differentiated innovation by virtue of regional cultural resources,and beared important academic and practical significance for promoting the high-quality development of the dairy industry.

Key words: Ginger and scallion white-cut chicken flavored milk, regional dietary cultural empowerment, flavor regulation technology, dairy product innovation, dairy consumption trend

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ISSN 1671-4393
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