基于体验消费模式下的商业营销空间设计研究

发布时间：2018-07-12 10:19

本文选题：体验消费 + 商业营销空间　；参考：《郑州轻工业学院》2017年硕士论文

【摘要】：在新的时代背景下,人们的消费需求随着经济的发展也呈现出上升的状态。体验消费模式的商业营销空间设计符合现阶段消费者的消费需求。面对我国当前经济发展的战略要求,线上线下互动商业模式的提出让体验消费模式的商业空间设计具有良好的竞争优势,因此为人民提供一个体验快乐、享受生活、消费方便的场所成为迫切需要研究解决的问题。论文根据体验消费和体验式商业空间的相关理论研究对商业营销空间的体验设计进行分析和总结,重点针对当前互联网时代背景下消费者的需求与商业营销空间的关系进行分析,在这个基础上总结体验式商业营销空间的设计特点,最后针对性的提出相应的设计应对策略。论文共分为七章,第一章绪论介绍研究背景与研究动态;第二三章是相关概念及特点的分析整理;第四章是对体验模式的商业空间特色进行总结,第五章是解决问题部分,重点阐述了体验消费式商业空间的设计应对策略;第六七章是案例分析与设计实践,通过对优秀的商业营销设计案例进行分析,结合自己的设计实践,对理论进行进一步的验证。最后总结出互联网时代下的体验消费商业空间设计要根据体验的参与性、匹配性和艺术性特征为前提,对商业空间的主题定位、空间布局、场景氛围营造及互动装置的运用进行设计,创造出难忘的体验氛围,为基于体验消费的商业营销空间设计提供了一定的理论指导和实践依据。
[Abstract]:In the new era, people's consumption demand with the development of the economy also shows a rising state. The commercial marketing space design of the experience consumption pattern accords with the consumer's consumption demand at the present stage. In the face of the strategic requirements of our country's current economic development, the online and offline interactive business models offer a good competitive advantage to the commercial space design of the experiential consumption model, thus providing people with an experience of happiness and enjoyment of life. The convenient place for consumption has become an urgent problem that needs to be studied and solved. The thesis analyzes and summarizes the experience design of the commercial marketing space according to the experience consumption and the related theory research of the experience business space. This paper focuses on the analysis of the relationship between consumer demand and commercial marketing space under the background of the current Internet era, summarizes the design characteristics of the experiential commercial marketing space on this basis, and finally puts forward the corresponding design countermeasures. The thesis is divided into seven chapters. The first chapter introduces the research background and research trends; the second and third chapter is the analysis of the related concepts and characteristics; the fourth chapter is a summary of the commercial space characteristics of the experience model; the fifth chapter is the problem solving part. Chapter six is case analysis and design practice, through the analysis of excellent commercial marketing design cases, combined with their own design practice, The theory is further verified. Finally, it concludes that the commercial space design of experience consumption under the Internet age should be based on the participation, matching and artistic characteristics of the experience, and the theme orientation and spatial layout of the commercial space should be taken as the premise. The creation of scene atmosphere and the use of interactive devices to design, create an unforgettable experience atmosphere, and provide a certain theoretical guidance and practical basis for the design of commercial marketing space based on experience consumption.
【学位授予单位】：郑州轻工业学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TU247

【参考文献】