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论文编号：	15019
作者编号：	2320224014
上传时间：	2024/12/9 15:46:06
中文题目：	“布鲁维斯号”文创雪糕产品设计及其营销策略研究
英文题目：	Research on Product Design and Marketing Strategy of "Blueways" Cultural and Creative Ice Cream
指导老师：	张永强教授
中文关键字：	布鲁维斯号；文创雪糕；产品设计；营销策略
英文关键字：	Blueways ;Cultural Ice Cream;Product development; Marketing strategy
中文摘要：	随着时代发展，许多旅游地区以其丰富的历史文化资源受到游客的喜爱，国家与各地方政府也给予了众多政策支持。山东威海是一座历史悠久的历史文化旅游名镇，长期以来以旅游业为主导，与此同时，以食物为载体的文创产品受到消费者的追捧，文创产品打破原来的途径，开始进军食品行业。 本文以食品类文创产品为切入点，阐述了食品类文创产品的概念和相关理论，并对“布鲁维斯号”文创雪糕进行开发与设计，首先对威海市当前文创产品的开发现状进行调研，同时对“布鲁维斯号”文创雪糕的宏观环境进行分析，并对购买过文创产品的消费者进行调查，基于目标人群的调查结果作为产品设计的重要依据，在此基础上运用消费者体验三层次设计策略，从物理层次、认知层次和情感层次进行雪糕产品的构思，达到对产品、地域文化、情感体验三维度融合的设计目标，并对“布鲁维斯号”文创雪糕的设计进行实验与实践，分别对布鲁维斯号的外形、元素、文化故事要素进行系列化设计，依据产品、地域文化、情感体验的设计思路，最终完成“布鲁维斯号”文创雪糕的成品展示。本文根据STP战略营销理论进行市场细分、目标市场选择、市场定位，并依据4P营销组合理论阐述了“布鲁维斯号”文创雪糕在产品、定价、推广、渠道四个方面的营销策略。最后，通过实施内部组织管理与资源配置、外部合作模式与伙伴关系建立、信息化电商平台与企业文化建设等实施，来保障“布鲁维斯号”文创雪糕产品营销策略的可行性。希望本文的研究成果对我国文创企业的营销实践有所裨益。
英文摘要：	With the advancement of the times, numerous tourist regions have gained popularity among tourists for their abundant historical and cultural resources. Both the national and local governments have also offered a multitude of policy supports. Weihai, Shandong Province, is a renowned historical and cultural tourist town with a long-standing history, where tourism has long held a dominant position. Concurrently, cultural and creative products based on food have gained wide acclaim from consumers, and these products have broken away from their original paths and ventured into the food industry. This paper takes food-related cultural and creative products as the point of entry, elaborates on the concept and related theories of such products, and undertakes the development and design of the "Blueways" cultural and creative ice cream. Firstly, a survey is conducted on the current development status of cultural and creative products in Weihai. Simultaneously, an analysis of the macro environment of the "Blueways" cultural and creative ice cream is carried out, and consumers who have purchased cultural and creative products are investigated. The survey results of the target population serve as a significant basis for product design. Based on this, the three-level design strategy of consumer experience is employed to conceive the ice cream product from the physical level, cognitive level, and emotional level, with the aim of achieving a design objective that integrates the product, regional culture, and emotional experience. Subsequently, the design of the "Blueways" cultural and creative ice cream undergoes experimentation and practice. The shape, elements, and cultural story elements of "Blueways" are systematically designed in accordance with the design concepts of the product, regional culture, and emotional experience. Eventually, the finished product of the "Blueways" cultural and creative ice cream is presented. This paper conducts market segmentation, target market selection, and market positioning in accordance with the STP strategic marketing theory, and expounds on the marketing strategies of the "Blueways" cultural and creative ice cream in the four aspects of product, pricing, promotion, and channel based on the 4P marketing mix theory. Finally, by implementing measures such as internal organization management and resource allocation, establishing external cooperation models and partnerships, and constructing information e-commerce platforms and corporate culture, the feasibility of the marketing strategies for the "Blueways" cultural and creative ice cream products is ensured. It is hoped that the research outcomes of this paper will be beneficial to the marketing practices of cultural and creative enterprises in our country.
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