基于服务设计思维的酉州苗绣品牌升级研究
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摘要
目的基于服务设计思维,通过推动民族企业从商品交易向品牌服务转型的研究,探索民族地区精准扶贫新思路。方法运用服务设计思维与方法,厘清酉州苗绣品牌的利益相关人,通过用户体验地图和企业SWOT(Strengths Weaknesses Opportunities Threats)分析,进行用户需求洞察与挖掘、用户接触点分析、企业营销策略和渠道定位。结果提出转型新零售(实体店+互联网)的酉州苗绣品牌升级方案,通过品牌形象整理和VI形象优化,提升品牌形象;通过设计微信小程序和APP,促进品牌数字化升级,为民族企业打造线上线下的新零售模式。结论通过基于服务设计思维的酉州苗绣品牌升级研究,探索民族企业在服务经济时代转型新零售的服务模式,挖掘和吸引年轻消费群,扩大民族企业的生产、销售规模,使企业吸收更多贫困地区的妇女和残疾人就业,精准扶贫,打造民族地区企业品牌。
The research focuses on exploring a new view of targeted poverty alleviation in minority areas through the study of promoting the transformation of the minority enterprises from product trading to brand services, based on the thinking of service design. With the thinking and methods of service design, stakeholders of the Youzhou Miao Ethnic Minority Embroidery were sorted out. The deep-seated consumer demands, touch pinots, marketing and distribution strategy were explored through user journey map and SWOT analysis. A comprehensive digital brand upgrade plan for Youzhou Miao Ethnic Minority Embroidery was proposed by transformation of new retail(store+Internet), including brand image optimization and WeChat applet design to create an online and offline retail model for corporations in minority region. It was concluded that the service model of ethnic area enterprises transforming new retail in service economy era can help these corporations to attract young consumer groups, expand the scale of production and trade, absorb more women and disabled people in poverty areas, achieve targeted poverty alleviation and build corporate brands in ethnic areas.
The research focuses on exploring a new view of targeted poverty alleviation in minority areas through the study of promoting the transformation of the minority enterprises from product trading to brand services, based on the thinking of service design. With the thinking and methods of service design, stakeholders of the Youzhou Miao Ethnic Minority Embroidery were sorted out. The deep-seated consumer demands, touch pinots, marketing and distribution strategy were explored through user journey map and SWOT analysis. A comprehensive digital brand upgrade plan for Youzhou Miao Ethnic Minority Embroidery was proposed by transformation of new retail(store+Internet), including brand image optimization and WeChat applet design to create an online and offline retail model for corporations in minority region. It was concluded that the service model of ethnic area enterprises transforming new retail in service economy era can help these corporations to attract young consumer groups, expand the scale of production and trade, absorb more women and disabled people in poverty areas, achieve targeted poverty alleviation and build corporate brands in ethnic areas.
引文
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[3]黄姝彦,岑华.精准扶贫战略下羌族文化创意产品开发研究[J].包装工程,2018,39(10):28-33.HUANG Shu-yan,CEN Hua.Creative Industry Development of Qiang Ethnic Minority under the Targeted Poverty Alleviation Strate[J].Packaging Engineering,2018,39(10):28-33.
[4]MANZINI E.Design,When Everybody Designs:an Introduction to Design for Social Innovation[M].Cambridge:The MIT Press,2015.
[5]罗仕鉴,胡一.服务设计驱动下的模式创新[J].包装工程,2015,36(12):2.LUO Shi-jian,HU Yi.Model Innovation Driven by Service Design[J].Packaging Engineering,2015,36(12):2.
[6]陈嘉嘉.服务设计--界定·语言·工具[M].南京:江苏凤凰美术出版社,2016.CHEN Jia-jia.Service Design:Definition,Language,Tools[M].Nanjing:Jiangsu Phoenix Fine Arts Publish,2016.
[7]CLARKSON M.A Risk-based Model of Stakeholder Theory[C]//Proceedings of the Toronto Conference on Stakeholder Theory,Center for Corporate Social Performance and Ethics.Toronto:University of Toronto,1994.
[8]凯文·莱恩·凯勒.战略品牌管理[M].第4版.北京:中国人民大学出版社,2014.KELLER K L.Strategic Brand Management[M].4th Edition.Beijing:China Renmin University Press,2014.
[9]AAKER D.Building Strong Brands[M].New York:The Free Press,1996.
[10]杜睿云,蒋侃.新零售:内涵?发展动因与关键问题[J].价格理论与实践,2017(2):139-141.DU Rui-yun,JIANG Kan.New Retailing:Connotation,Development Impetus and Key Problems[J].Price Theory&Practice,2017(2):139-141.
[11]电子商务研究中心.2018年新零售行业发展趋势研究报告[EB/OL].(2018-03-29)[2018-05-14].http://www.100ec.cn/detail--6442878.html.E-Business Research Center.Research Report on the Development Trend of New Retail Industry in 2018[EB/OL].(2018-03-29)[2018-05-14].http://www.100ec.cn/detail--6442878.html.
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