“丛林里”儿童业态品牌形象战略规划
发布时间：2018-07-20 17:41
【摘要】：今天,儿童业态在中国的城市中迅速发展,根据全国42个重点城市的数据显示,儿童业态的商业总面积在过去5年间增长了5倍,目前已经达到916万平方米。曾经不被商家重视的儿童业态已经成为商业形态新的“黑马”。然而,现阶段的儿童业态表现出发展模式同质化、儿童用户体验感较差、服务不精细等诸多问题。因此,如何破解这些疑难杂症,建立一座视角独特、注重体验和服务的儿童业态综合体显得尤为重要。“微旅行”概念的提出是伴随着微信、微博的出现而蓬勃发展起来的,时至今日,“微旅行”已经不仅仅局限以微信、微博为载体的短途旅行经验的分享,现在,它成为繁忙中的现代人释放压力、活泼好动的孩子们开拓眼界的优选模式。基于这样的背景下,本文以真实案例——丛林里亲子“微旅行”这样一个儿童业态项目的建设为实践题材,深入调查、研究现阶段京津冀儿童业态的发展情况,总结国际、国内优秀儿童业态的品牌形象战略规划,分析本项目的竞争优劣势,探索最适宜丛林里项目发展的视觉设计及后期营销推广模式,独树一帜,以达到丛林里儿童业态项目长远、持续发展的目的。单一形式的儿童乐园已经远远不能满足现代80、90后父母的需求,他们迫切需要的是集儿童教育、购物、儿童体验、餐饮住宿、成人娱乐等众多业态结合的一站式综合体游玩模式,所以我们的目标是建立设计感十足、注重客户体验、承载弘扬传统文化的儿童业态综合体。文章由四部分组成,第一部分主要阐述研究对象、方向及目标;第二、三部分则以丛林里品牌形象战略规划以及视觉符合的展开及应用为主要内容。综上所述,其探究结果希望对现代儿童业态项目的战略规划提供参考。
[Abstract]:Today, children's business is developing rapidly in Chinese cities. According to the data of 42 key cities in China, the total commercial area of children's business has increased fivefold in the past five years, and has now reached 9.16 million square meters. Children who were once ignored by merchants have become a new "black horse" in business form. However, at present, the development pattern of children is homogenized, the experience of children is poor, the service is not fine and so on. Therefore, how to solve these problems, to establish a unique perspective, experience and service of children form a complex is particularly important. The concept of "micro-travel" has been developed with the emergence of WeChat and Weibo. Today, "micro-travel" is not only limited to the sharing of experience of short-distance travel, which is based on WeChat and Weibo, but now, It becomes a model for busy modern people to release pressure and lively children to open up their horizons. Based on this background, this paper takes the case of "micro-travel" in the jungle as the practical subject matter, makes a thorough investigation, studies the development of Beijing, Tianjin and Hebei children's business at this stage, and sums up the international situation. The strategic planning of brand image of excellent children's form in China, the analysis of the competitive advantages and disadvantages of this project, the exploration of the most suitable visual design for the development of the project in the jungle and the later marketing promotion mode, and the establishment of a unique brand image, so as to achieve the long-term development of the children's form project in the jungle. The purpose of sustainable development A single form of children's paradise is far from meeting the needs of modern post-80s parents. What they urgently need is a one-stop comprehensive play model that integrates child education, shopping, child experience, food and lodging, adult entertainment, and so on. So our goal is to build a children's business complex with full design, customer experience and traditional culture. This paper consists of four parts, the first part mainly describes the research object, the direction and the goal; the second, three parts take the strategic planning of the brand image in the jungle and the development and application of visual correspondence as the main content. To sum up, the findings of the study hope to provide a reference for the strategic planning of the modern children's form project.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524
本文编号：2134263
[Abstract]:Today, children's business is developing rapidly in Chinese cities. According to the data of 42 key cities in China, the total commercial area of children's business has increased fivefold in the past five years, and has now reached 9.16 million square meters. Children who were once ignored by merchants have become a new "black horse" in business form. However, at present, the development pattern of children is homogenized, the experience of children is poor, the service is not fine and so on. Therefore, how to solve these problems, to establish a unique perspective, experience and service of children form a complex is particularly important. The concept of "micro-travel" has been developed with the emergence of WeChat and Weibo. Today, "micro-travel" is not only limited to the sharing of experience of short-distance travel, which is based on WeChat and Weibo, but now, It becomes a model for busy modern people to release pressure and lively children to open up their horizons. Based on this background, this paper takes the case of "micro-travel" in the jungle as the practical subject matter, makes a thorough investigation, studies the development of Beijing, Tianjin and Hebei children's business at this stage, and sums up the international situation. The strategic planning of brand image of excellent children's form in China, the analysis of the competitive advantages and disadvantages of this project, the exploration of the most suitable visual design for the development of the project in the jungle and the later marketing promotion mode, and the establishment of a unique brand image, so as to achieve the long-term development of the children's form project in the jungle. The purpose of sustainable development A single form of children's paradise is far from meeting the needs of modern post-80s parents. What they urgently need is a one-stop comprehensive play model that integrates child education, shopping, child experience, food and lodging, adult entertainment, and so on. So our goal is to build a children's business complex with full design, customer experience and traditional culture. This paper consists of four parts, the first part mainly describes the research object, the direction and the goal; the second, three parts take the strategic planning of the brand image in the jungle and the development and application of visual correspondence as the main content. To sum up, the findings of the study hope to provide a reference for the strategic planning of the modern children's form project.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524
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2 梁欣;;中国C2C电子商务网站的盈利模式研究[J];商场现代化;2008年34期
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