体验视角下品牌联合对城市品牌形象推广的研究

Research on the Brand Alliance on the Promotion of City Brand Imagefrom the Perspective of Experience

“互联网+”时代是以体验消费为主导,伴随着大量信息的传播与图像感知的冲击,各种传统形式的城市形象推广海量涌现,视觉设计方面基本依靠二维层面的图片、文字及视频编辑,已不能完全满足消费者诉求,消费也不再简单具有使用价值,其人文价值及象征意义已超出消费本身能够提供的实用功能,所以这不再是简单的购买行为。约瑟夫·派恩曾提出,体验作为除了初级产品、产品、服务之外的第四种经济产出,一直都存在于我们身边,用体验式设计达到城市推广的目的,已成为很多设计师的关注点。本文立足体验经济视角,严谨归纳城市品牌联合理论与实践研究资料,划分城市品牌联合形式,总结品牌联合对城市品牌价值提高的影响,这也是理论研究的创新点,为我国城市品牌形象推广过程中各品牌联合提供参考。

The era of“Internet+”is dominated by experience consumption.With the dissemination of a large amount of information and the impact of image perception,the promotion of traditional forms of city image has surged,and the visual design relies on two-dimensional pictures,texts and video editing,which can no longer fully meet consumer demands.Consumption no longer simply has the value of use,but its humanistic value and symbolic meaning have exceeded the practical function that consumption has,so it is no longer a simple act of purchase.B.Joseph Pine II once proposed that experience,as the fourth economic output other than primary products and services,has always existed around us,and we use experience design to achieve the purpose of urban promotion,which has become the focus of many designers.Based on the perspective of the experience economy,this paper rigorously summarizes the theoretical and practical research materials of the alliance theory of urban brands,divides the forms of the alliance theory of urban brands,and summarizes the influence of the alliance theory of urban brands on its value improvement,which is also an innovative aspect of theoretical research and provides a reference for each brand alliance in China’s the image promotion of urban brands.