基于体验营销模式下的视觉传达设计对实体书店的影响研究

Research on the Impact of Visual Communication Design on Entity Bookstores Based on Experiential Marketing Mode

2020年,中国步入全面建成小康社会的决胜之年。文化娱乐产业成为人们消费的主流之一。人们对于文化的消费已不再局限于自身最基本的安全需求,而是向更高的精神需求、自我满足需求方面发展。作为文化产业下属分支的实体书店产业就是人们接近文化途径的形式之一。近年来,由于受到电子商务蓬勃发展的冲击,实体书店产业面临转型升级。实体书店从单一的卖书业务转化为多元的休闲书吧营业模式。书店在视觉传达设计方面已经取得阶段性的营销效果,但在融合体验营销模式方面还存在些许问题,顾客更多的只是参观,购书的欲望并没有显著提高,主要原因在于实体书店很难做到将体验营销与视觉传达相融合。在此背景下,基于体验营销模式下的视觉传达设计,本文从实体书店产业方向进行研究分析,采用文献综述法、案例分析法等对书店的外观设计、内部设计、书籍的陈列设计以及外观包装设计等方面进行总结归纳,并得出有效结论,以为实体书店的长远发展提供切实可靠的意见和建议。

In 2020,with the rapidly improvement of national economy,China has entered the decisive stage of building a moderate prosperous society in all respects.Culture and entertainment industry has become one of the mainstream of people’s consumption.Culture consumption is no longer limited to their basic security needs,instead of developing to higher spiritual needs and self-satisfaction needs.As a branch of the cultural industry,the entity bookstore industry is one of the ways that people approach culture.In recent years,due to the impact of the vigorous development of e-commerce,the entity bookstore industry is facing transformation and upgrading.Entity bookstore from a single selling books business into a diversified business model of leisure book bar.Bookstores have achieved phased marketing effects in terms of visual communication design,but there are still some problems in the integration of experience marketing mode.More customers just visit,and the desire to buy books has not increased significantly.The main reason is that it is difficult for entity bookstores to integrate experiential marketing and visual communication.In this context,based on the visual communication design under the experiential marketing model,this paper conducts research and analysis from the entity bookstore industry direction,and uses literature review and case analysis methods to analyze the bookstore’s appearance design,internal design,book display design,and appearance packaging.The design and other aspects are summarized,and effective conclusions are drawn to provide practical and reliable opinions and suggestions for the long-term development of the entity bookstore.