| 摘要: |
| 目的 探讨盲盒设计及营销理念在文化资源商业性的转化中，文创产品的开发设计与营销的借鉴价值。方法 从心理学和经济学角度进行分析、归纳、总结。结论 通过前期精准分析消费群体，过程中深度开发IP资源，以及后期合理的营销方式，从满足用户心理和情感需求的定位出发进行符合现代审美的盲盒情感化设计，建立了较高的客户黏度与品牌依赖度，以其众多的产品链、庞大的消费群体和高客单价产生了巨大的经济效益。虽然当下的文创产品拥有深厚的文化资源内涵，但在其开发过程中对市场需求的了解不及时，与设计的结合不充分，产品也多是与文化的强行嫁接，文化的内涵表达不深入，导致该类文创产品市场覆盖率较低，多为一次性消费，客单价较低，难以助力区域品牌发展和文化的传播。盲盒虽然是纯粹的“玩美主义”产物，但其对文创产品的开发设计及营销都具有现实性的借鉴意义。 |
| 关键词: 盲盒 情感设计 生活方式 文化资源 文创产品 经济 |
| DOI：10.19554/j.cnki.1001-3563.2021.20.046 |
| 分类号:TB472 |
| 基金项目: |
|
| Reference Significance of Blind Box Design Concept to Cultural and Creative Products |
|
ZHAO Xing-chen1, CHEN Qing-jun2
|
|
(1.Anhui University, Hefei 230601, China;2.Donghua University, Shanghai 201620, China)
|
| Abstract: |
| This paper aimsto explore the reference value of blind box design and marketing concept to the development, design and marketing of cultural and creative products during the commercial transformation of cultural resources, analyze and summarize the design principles of blind box from the perspectives of psychology and economics. It can be concluded that through accurate analysis of consumer groups in the early stage, in-depth development of IP resources in the process, and reasonable marketing methods in the later stage, the blind box emotional design in line with modern aesthetics is carried out from the positioning that meets the psychological and emotional needs of users. Blind box has produced huge economic benefits with its numerous product chains, large consumer groups and high customer unit prices by establishing high customer stickiness and customer brand dependence. In contrast, although the current cultural and creative products rely on profound cultural resources, they do not cater to the market demand in time during the development process, and they are not fully integrated with design. Products are mostly forcibly grafted with culture, and cultural connotations are not expressed deeply. As a result, the market coverage of such cultural and creative products is low, mostly one-off consumption, and low customer unit prices, which is difficult to help regional brand development and cultural dissemination. In this way, although the blind box is a pure product of aestheticism, every link from its product development to marketing has practical reference significance for the development, design and marketing of cultural and creative products. |
| Key words: blind box emotional design lifestyle cultural resources cultural and creative products economy |
渝公网安备 50010702501716号