【摘要】：今天,兒童業(yè)態(tài)在中國的城市中迅速發(fā)展,根據(jù)全國42個(gè)重點(diǎn)城市的數(shù)據(jù)顯示,兒童業(yè)態(tài)的商業(yè)總面積在過去5年間增長了5倍,目前已經(jīng)達(dá)到916萬平方米。曾經(jīng)不被商家重視的兒童業(yè)態(tài)已經(jīng)成為商業(yè)形態(tài)新的“黑馬”。然而,現(xiàn)階段的兒童業(yè)態(tài)表現(xiàn)出發(fā)展模式同質(zhì)化、兒童用戶體驗(yàn)感較差、服務(wù)不精細(xì)等諸多問題。因此,如何破解這些疑難雜癥,建立一座視角獨(dú)特、注重體驗(yàn)和服務(wù)的兒童業(yè)態(tài)綜合體顯得尤為重要�！拔⒙眯小备拍畹奶岢鍪前殡S著微信、微博的出現(xiàn)而蓬勃發(fā)展起來的,時(shí)至今日,“微旅行”已經(jīng)不僅僅局限以微信、微博為載體的短途旅行經(jīng)驗(yàn)的分享,現(xiàn)在,它成為繁忙中的現(xiàn)代人釋放壓力、活潑好動(dòng)的孩子們開拓眼界的優(yōu)選模式�；谶@樣的背景下,本文以真實(shí)案例——叢林里親子“微旅行”這樣一個(gè)兒童業(yè)態(tài)項(xiàng)目的建設(shè)為實(shí)踐題材,深入調(diào)查、研究現(xiàn)階段京津冀兒童業(yè)態(tài)的發(fā)展情況,總結(jié)國際、國內(nèi)優(yōu)秀兒童業(yè)態(tài)的品牌形象戰(zhàn)略規(guī)劃,分析本項(xiàng)目的競爭優(yōu)劣勢,探索最適宜叢林里項(xiàng)目發(fā)展的視覺設(shè)計(jì)及后期營銷推廣模式,獨(dú)樹一幟,以達(dá)到叢林里兒童業(yè)態(tài)項(xiàng)目長遠(yuǎn)、持續(xù)發(fā)展的目的。單一形式的兒童樂園已經(jīng)遠(yuǎn)遠(yuǎn)不能滿足現(xiàn)代80、90后父母的需求,他們迫切需要的是集兒童教育、購物、兒童體驗(yàn)、餐飲住宿、成人娛樂等眾多業(yè)態(tài)結(jié)合的一站式綜合體游玩模式,所以我們的目標(biāo)是建立設(shè)計(jì)感十足、注重客戶體驗(yàn)、承載弘揚(yáng)傳統(tǒng)文化的兒童業(yè)態(tài)綜合體。文章由四部分組成,第一部分主要闡述研究對象、方向及目標(biāo);第二、三部分則以叢林里品牌形象戰(zhàn)略規(guī)劃以及視覺符合的展開及應(yīng)用為主要內(nèi)容。綜上所述,其探究結(jié)果希望對現(xiàn)代兒童業(yè)態(tài)項(xiàng)目的戰(zhàn)略規(guī)劃提供參考。
[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.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：J524

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本文編號(hào)：2134263