阳光学院校园文化创意产品设计与营销策划.PDFVIP

阳光学院校园文化创意产品设计与营销策划 专业：市场营销 年级:2015级 学生：梁海英 指导教师：王衍宇 摘 要 高校文化是社会文化中必不可少的一部分，随着高校文化的发展，越来越多 的高校开始重视高校文化的研究。高校文化创意产品是高校文化建设的重要组成 部分，高校文化创意产品包含了高校精神、办学特色、校园风光、学校荣誉等。 高校在运用高校本身的文化资源为基础，设计出充满高校文化的商品，将高校的 特色文化在校园文化创意产品上充分体现出来。这样既能传播高校文化提高软实 力，又能增加高校的经济来源，实现高校校园文化创意产品的文化价值和经济价 值。 本文以阳光学院为研究对象，为阳光学院设计并营销校园文化创意产品。首 先，通过收集国内外相关文献作为本文的借鉴，再运用深入访谈和问卷调查的研 究方法，从而获得阳光学院校园文化创意产品相关内容的一、二手资料，了解目 标消费者对阳光学院校园文化创意产品的需求。其次，对阳光学院校园文化创意 产品进行环境分析，具体有现状分析、消费者分析和SWOT 分析，为阳光学院校 园文化创意产品的设计及营销策划做铺垫。再次，运用高校校园文化创意产品的 从校园主体需求出发、挖掘校园文化元素和产品系列化开发的设计方法，遵循纪 念性与实用性相结合、创新性与市场需求相结合、美观性与便携性相结合、文化 性与品牌认同相结合的设计原则，对阳光学院校园文化创意产品的设计进行定位， 以及对阳光学院校园元素进行提取梳理。再将设计的产品应用于生活用品系列、 办公文具系列、装饰摆件系列、纪念礼品系列和服装配饰系列。最后，结合麦卡 锡的4P 理论，从产品、定价、渠道、促销四个方面对阳光学院校园文化创意产 品进行具体的营销策划。 关键词：高校校园文化创意产品 产品设计 4P 策略 目 录 1 绪论···································································································································3 1.1 研究背景与意义·······················································································3 1.2 国内外研究动态·······················································································4 1.3 研究方法································································································6 1.4 研究内容与创新点····················································································7 2 理论基础···························································································································9 2.1 高校文化创意产品定义··············································································9 2.2 高校文化创意产品设计策略········································································9 2.3 营销策划······························································································10 3 环境分析··············································································································