“新常态”下娱乐养老服务的品牌策划与设计研究

THE BRAND PLANNING AND DESIGN RESEARCH OF ENTERTAINMENT PENSION SERVICES IN THE “NEW NORMAL”

在新常态这个大背景下,探讨在上海地区新的养老服务模式——娱乐养老,并提出一套娱乐养老的品牌设计方案。融合市场细分、目标市场、定位、理念、视觉、行为这六个要素,探讨了娱乐养老服务品牌设计理念与方法。这六位一体对娱乐养老服务品牌进行了一个深入探讨与设计,为娱乐养老的品牌设计研究提供了一个参考。

Under the background of the new normal,this paper explores the new pension service mode in Shanghai--entertainment care for the aged,and put forward a proposal of brand design for it.Based on the six aspects of market segmentation,target market,positioning,concept,vision and behavior,and discusses the brand design concepts and methods of elderly entertainment care.This“six-in-one has”conducted an in-depth discussion and design of the brand of entertainment care for the aged,providing a reference for the brand design research of it.