感官设计理念在体验式营销中的应用

发布时间：2018-10-21 07:50

【摘要】：感官设计结合产品功能性获奖的案例不胜其数，在追求审美的大时代背景下，产品以往的展现形式已经追赶不上当代群众的审美潮流和理想诉求。“感官体验”的设计理念是以用户为中心的新的设计概念和设计方法，是一个有利来解决“以人为本”设计理念的途径。目前对“用户体验”的设计理念还处于起步阶段的研究，，只有在网络和信息技术已经有所深入研究。对于产品设计领域及餐饮领域所涉及的品牌形象设计方面更是研究运用较少。本文从体验式设计的角度出发，围绕以“感官促进情感激发”融入产品设计的创新构想展开探究讨论，且采用本人研究生在读期间专研的课题进行实例分析，实地考察了云南香格里拉，对当地地域文化特色产品收集，并从中选择以设计菌类主题体验式餐厅“云Fungi”作为创意灵感，在完成相关的实地考究和数据采集工作后，从中发掘出了在其体验式经营销售方面有借鉴价值的感官设计方式，随后在此基础之上，开展了感官体验式营销的工作，把理论糅合进实际项目里，最后对感官式设计在体验式营销中的应用进行了深入透彻的分析，并通过对计划流程、客户体验感受和调查问卷报告进行概括总结后,推断出了“体验设计工作中可借鉴的亲身感受的构思方式”的种类。传承和发展是密不可分的整体，创新工作的开展要建立在传承的基础之上，经典之所以成为经典，不断的被推广应用下去，同时，也要推动其转变为“创新”，满怀信心地解决问题。
[Abstract]:There are numerous cases of sensory design combined with product function winning awards. Under the background of the pursuit of aesthetics, the past forms of display of products have not caught up with the aesthetic trend and ideal demands of the contemporary masses. The design concept of "sensory experience" is a new design concept and design method centered on users, which is a good way to solve the "people-oriented" design concept. At present, the design concept of "user experience" is still in the initial stage, only in the network and information technology has been deeply studied. For the field of product design and catering field involved in brand image design is less research and application. From the perspective of experiential design, this paper explores and discusses the innovative concept of "sensory stimulation of emotion" into product design, and makes an example analysis on the subject that my graduate student is studying in the course of his studies. The field investigation of Shangri-La, Yunnan Province, the collection of products with local regional cultural characteristics, and the selection of "Cloud Fungi" as the creative inspiration for the design of the fungus theme experience restaurant "Cloud Fungi", after completing the relevant field research and data collection work, From it, we find out the sensory design method with reference value in its experiential management and sales, and then, on the basis of this, we carry out the work of sensory experiential marketing, and combine theory into practical projects. Finally, the application of sensory design in experiential marketing is thoroughly analyzed, and the planning process, customer experience and questionnaire report are summarized. The author inferred the category of "the way of designing experience and experience." Inheritance and development are inseparable whole, innovation work should be carried out on the basis of inheritance, the classic has become a classic, has been continuously promoted and applied, at the same time, it must be transformed into "innovation". Solve the problem with confidence.
【学位授予单位】：云南艺术学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F719.3;J524

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