基于情感化消费需求的大熊猫文创品牌IP设计策略——以韩国"爱宝乐园"为例
Design strategies for panda-themed cultural and creative brand IP based on emotional consumption needs——A case study of"everland"in South Korea
龚小雨 1高秦艳1
作者信息
摘要
近年来,我国正掀起一股新的大熊猫热,带动周边地区文旅经济的飞速发展,但大熊猫文创却存在同质化、实用性较差等问题.从情感化消费的角度出发,通过分析韩国"爱宝乐园"文创品牌营销策略优势,类比我国大熊猫文创品牌营销现状,最终提出基于情感化消费理论的大熊猫文创品牌设计新策略,以促进我国大熊猫文创产业的革新.
Abstract
In recent years,our country has seen a new wave of enthusiasm for giant pandas,driving the rapid development of cultural and tourism economies in surrounding areas.However,panda-themed cultural and creative products suffer from issues such as homogenization and poor prac-ticality.From the perspective of emotional consumption,by analyzing the advantages of the marketing strategies of the South Korean brand"Ever-land,"and drawing parallels with the current state of panda-themed cultural brands in our country,new strategies for panda-themed cultural brand design were ultimately proposed based on the theory of emotional consumption,to promote innovation in China's panda-themed cultural and cre-ative industry.
关键词
情感化消费/大熊猫文创/品牌设计策略Key words
emotional consumption/panda-themed cultural and creative products/brand design strategies引用本文复制引用
出版年
2024
NETL
NSTL
万方数据