新媒体视域下民宿品牌形象设计创新思路研究

Researching Innovative Ideas for Home-Stay Brand Image Design from the Perspective of New Media

文章以民宿为研究对象,新媒体视域下探讨民宿品牌形象设计的创新思路。聚焦新媒体,结合民宿品牌形象的设计方式和原则,总结现状并思考新媒体视域下民宿品牌形象创新发展的可行路径。以北京“宜室怡趣”精品民宿的品牌形象设计实践为例,分别从品牌的定位、客源和体验三方面对应新媒体的数字化、交互性和个性化三个特征,并开展设计分析。构建“文化定位提升一传播手段拓宽一服务体验延展”的多维度设计路径,提出民宿品牌形象设计的创新手段,并以实践论证体系可行性。以新媒体视角深化民宿的品牌形象设计,实现新媒体时代民宿品牌形象设计的创新与融合发展。完善民宿品牌形象的内容和形式,实现民宿新型品牌形象构建和推广策略的创新,引导设计者在多视角下思考品牌形象设计的创新思路。

Taking homestay as the research object,this paper discusses the innovative ideas of homestay brand image design from the perspective of new media.Focusing on new media,combined with the design methods and principles of homestay brand image,summarize the current situation and think about the feasible path of homestay brand image innovation and development under the vision of new media.Taking the brand image design practice of Beijing"Yishuyiqu"boutique guest house as an example,the paper analyzes the digitalization,interactivity and individuation of new media from three aspects of brand positioning,customer source and experience.Develop a multi-dimensional design strategy for"enhancement of cultural positioning-broadening of communication means-extension of service experience",propose innovative methods for homestay brand image design,and demonstrate the practical implementation of the system.Deepen the brand image design of homestays from the perspective of new media,and realize the innovation and integrated development of the brand image design of homestays in the new media era.Improve the content and form of homestay brand image,realize the innovation of new homestay brand image construction and promotion strategy,and guide designers to think about the innovative ideas of homestay brand visual image design from different perspectives.