视觉传达设计专业 体验式实体书店的品牌设计研究.docxVIP

PAGE PAGE 12 中文摘要 近年来随着互联网的发展，实体书店行业逐渐走向衰弱。人们对实体书店的需求逐渐分化为两个方面：一是网上书店的便捷与实惠，例如当当网和亚马逊。二是实体体验式书店的环境与服务，例如西西弗和言几又书店。体验式的实体书店营销的点不再是贩卖多少书籍，就连书店中的“老字号”新华书店也开始转型，以店面的独特装修风格和添加更多阅读座位来吸引读者的光顾。本文针对体验式实体书店的品牌设计进行研究，从体验式书店的背景体验经济入手，对现有的实体书店调研和分析，最终形成一个完整的体验式书店的品牌设计方案。本文主要为售卖体验的书店经营模式设计一个符合的品牌形象，使得消费者对书店的整体氛围产生较为统一和正确的认识。体验式书店的品牌设计方案是与书店本身的特质息息相关，但是也不能脱离书店本身，让消费者误认为是其他品牌。同时也要突出与其他的实体书店品牌不同之处，这样才是较为成功的品牌设计。 关键词 体验经济 实体书店 品牌设计 Abstract With the development of the Internet in recent years, physical bookstores have gradually weakened. It turns out that peoples demand for physical bookstores has gradually divided into two aspects: First, the convenience and affordability of online bookstores, such as D and Amazon. The second is the environment and services of physical experience bookstores, such as Sisyphus and Yanjiyou Bookstore. The point of experiential brick-and-mortar bookstore marketing is no longer how many books are sold. Even the old-established Xinhua Bookstore in the bookstore has begun to transform, attracting readers with its unique decoration style and adding more reading seats. This article studies the brand design of the experiential physical bookstore. Starting from the experiential economy of the experiential bookstore, it investigates and analyzes the existing physical bookstore, and finally forms a complete experiential bookstore brand design plan. This paper mainly designs a brand image for the bookstore business model of selling experience, which makes consumers have a more unified and correct understanding of the overall atmosphere of the bookstore. The brand design of experiential bookstore is closely related to the characteristics of the bookstore itself, but it can not be separated from the bookstore itself, so that consumers mistakenly think of it as other brands. At the same time, we should also highlight the differences with other physical Bookstore brands, which is a more successful brand design. Key words Experience Economy Physical Bookstore