| 胡鸿,郝代涛,白斐然,周洁.基于服务设计思维的酉州苗绣品牌升级研究[J].包装工程,2019,40(6):8-14. |
| 基于服务设计思维的酉州苗绣品牌升级研究 |
| Brand Upgrade of Youzhou Miao Ethnic Minority Embroidery Based on Service Design Thinking |
| 投稿时间：2018-10-15 修订日期：2019-03-20 |
| DOI：10.19554/j.cnki.1001-3563.2019.06.002 |
| 中文关键词: 服务设计 民族品牌 品牌升级 新零售 用户体验 |
| 英文关键词: service design the minority brand brand upgrade new retail user experience |
| 基金项目:北京市科技专项项目（D17111000370000） |
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| 中文摘要: |
| 目的 基于服务设计思维，通过推动民族企业从商品交易向品牌服务转型的研究，探索民族地区精准扶贫新思路。方法 运用服务设计思维与方法，厘清酉州苗绣品牌的利益相关人，通过用户体验地图和企业SWOT（Strengths Weaknesses Opportunities Threats）分析，进行用户需求洞察与挖掘、用户接触点分析、企业营销策略和渠道定位。结果 提出转型新零售（实体店+互联网）的酉州苗绣品牌升级方案，通过品牌形象整理和VI形象优化，提升品牌形象；通过设计微信小程序和APP，促进品牌数字化升级，为民族企业打造线上线下的新零售模式。结论 通过基于服务设计思维的酉州苗绣品牌升级研究，探索民族企业在服务经济时代转型新零售的服务模式，挖掘和吸引年轻消费群，扩大民族企业的生产、销售规模，使企业吸收更多贫困地区的妇女和残疾人就业，精准扶贫，打造民族地区企业品牌。 |
| 英文摘要: |
| The research focuses on exploring a new view of targeted poverty alleviation in minority areas through the study of promoting the transformation of the minority enterprises from product trading to brand services, based on the thinking of service design. With the thinking and methods of service design, stakeholders of the Youzhou Miao Ethnic Minority Embroidery were sorted out. The deep-seated consumer demands, touch pinots, marketing and distribution strategy were explored through user jour-ney map and SWOT analysis. A comprehensive digital brand upgrade plan for Youzhou Miao Ethnic Minority Embroidery was proposed by transformation of new retail (store+Internet), including brand image optimization and WeChat applet design to create an online and offline retail model for corporations in minority region. It was concluded that the service model of ethnic area enter-prises transforming new retail in service economy era can help these corporations to attract young consumer groups, expand the scale of production and trade, absorb more women and disabled people in poverty areas, achieve targeted poverty alleviation and build corporate brands in ethnic areas. |
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