基于社会剧场化理论的网红餐饮空间设计策略研究

The Research on Design Strategies for Internet Celebrity Restaurant Spaces based on the Theory of Societal Theatricalization

流量经济背景下,网红餐饮空间成为城市中备受追捧的新型消费场所,是人们表达自我认同、价值取向和生活态度的重要舞台。基于社会剧场化理论视角,通过实地调研和案例分析相结合的方式,深入研究传统餐饮空间的现状问题,将传统餐饮空间与网红餐饮空间对比分析,进而总结网红餐饮空间在空间构成要素和传播方式上的优势,在此基础上,提出了网红餐饮空间场景营造和网络传播的设计原则与方法。在场景营造方面,提出主题性、需求性和体验性原则,以及剧本化主题的设定、舞台化的场景布局和空间事件的加入3种方法;在网络传播方面,分析了影响事物流行的6大原则,提出了促进多元主体协同参与、推动情感化空间内容生产和构建多渠道融合传播方法。旨在为网红餐饮空间设计与网络传播的协同发展提供新的思路与方法。

In the context of the flow economy,internet-famous dining spaces have emerged as highly sought-after new consumption venues in urban areas.This paper,from the perspective of social dramaturgy theory,combines field research with case analysis to deeply study the current issues of traditional dining spaces.By comparing traditional dining spaces with internet-famous dining spaces,the paper summarizes the advantages of internet-famous dining spaces in terms of spatial composition and dissemination methods.Based on this analysis,the paper proposes design principles and methods for scene creation and network dissemination in internet-famous dining spaces.In terms of scene creation,the paper proposes three principles:thematic,demand-driven,and experiential.It suggests three methods:scripted theme setting,staged scene layout,and incorporation of spatial events.For network dissemination,the paper analyzes six principles affecting the popularity of content and proposes methods to enhance network dissemination,including promoting multistakeholder collaborative participation,driving emotional space content production,and constructing multi-channel integrated dissemination.It is aimed to provide new ideas and methods for the collaborative development of design and network dissemination in internet-famous dining spaces.