表征、集合、推广——节庆情境下文创品牌体验与策划设计课程教学研究

Representation、Assemble 、Generalize——The Research of Brand Experience and Planning Design Course in Festival Context

以节庆情境的品牌体验为核心,文创品牌作为课程研究对象并对其进行再设计,选取诚品书店和方所作为案例。教学过程设计包括:首先学生分组选择文创品牌展开市场调查,主要关注品牌展开的品牌体验与策划设计手段,分为三个阶段,五个步骤。第一阶段为被表征要素提取;第二,汇总调研资料后形成策划方案,针对已有文创品牌的终端策划设计提出新的策划方案和路径;进入具体策划实施阶段,包括文案、展示设计制作,第三,网络终端的推广等。文创品牌策划设计过程即品牌性格的外在表征,并且借助教学达到对于多元表达手段的集中和整合。以三大阶段作为教学设计的脉络主线和课程目标,形成一套品牌情境式策划实施方案。由此期望对于教学与相关产业发展模式有所启示。

Based on brand experience as the core of festival context.Regard cultural creativity brand as the research object and to redesign it,bookstore were selected as a case.Teaching process including three parts and five steps:first of all,grouping students and choosing a brand and carry out investigation,and then focus on brand experience and brand planning design method,it was divided into three stages and five steps.The first phase was extraction for the characterization of elements;The second phase was summarize data and formed planning scheme,in view of existing brand put forward a new planning scheme and go into the concrete planning implementation stage,including document and display design.Thirdly,popularization of the network terminal.The process of cultural creativity brand was the brand personality which was external representation of design,and with the aid of teaching to achieve the concentration and integration.Regard three stages as the main line of teaching and courses,then forming a set of brand situation and implement plan.By this way,aim to have revelation for teaching and related industry development model.