Research On Role Ip Image Design Of Shoo Loong Kan Based On Brand Experien

My country has entered a new era of consumption,and the consumption structure is constantly iterating and upgrading.At the same time,with the rise of the experience economy,the wave of experience is reshaping people’s way of life.Enterprises and organizations have also realized the key role of good brand experience in enhancing brand influence.By creating a unique brand experience,it can enhance the relationship between consumers and brands relationship and improve the competitiveness of the corporate brand.As all walks of life have set off a frenetic "IP boom",it has provided a key breakthrough for the construction of Shoo Loong Kan’s brand experience.So far,the Shoo Loong Kan brand has made attempts to shape and apply the character IP image,but at present consumers have no impression or brand association with the Shoo Loong Kan role IP image,nor have a complete contact matrix and brand association of the Shoo Loong Kan role IP image been established.cognitive system.At the same time,in view of the increasingly younger consumer groups and the more diversified consumer demand for hot pot consumption experience,the IP image of Shoo Loong Kan’s role can play a pivotal role in the future,and it is a very powerful weapon to enhance Shoo Loong Kan’s brand experience.Therefore,It leads to the necessity of this topic for the research on the IP image design of Shoo Loong Kan role.In view of the current problems,this topic takes the construction of Shoo Loong Kan role IP image system as the research breakthrough point,starting from the theory of brand experience,trying to explore the application method of Shoo Loong Kan role IP image design under the guidance of brand experience theory.First of all,through desktop research,competition analysis,telephone communication,etc.,we have a detailed understanding of the current development status and future trends of the hot pot industry,and summed up the differentiation and development direction of Shoo Loong Kan.Through interviews,questionnaires and other research methods,qualitative and quantitative research and analysis are carried out on the target consumer groups’ cognition and consumption behavior of Shoo Loong Kan role IP image,the target audience is defined,and two audience portraits of Shoo Loong Kan role IP image are created.Two typical audiences of school students and young people in the workplace are summarized.Secondly,find the problem phenomenon,think about and explore the opportunity points,and summarize 4 core opportunities:(1)The IP image design of Shoo Loong Kan role is based on Chinese traditional culture,excavate its brand story and personality characteristics,and use younger design methods,showing a high degree of recognition,affinity and interest;(2)Shoo Loong Kan’s role IP image should have various forms of expression,to break through two-dimensional,establish three-dimensional,and move towards virtual IP;(3)analyze Shoo Loong Kan’s consumption of consumers Behavior,build a brand contact point system according to the peak-end law;(4)Integrate multimedia technology,combine virtual and real,and create a multi-sensory interactive experience.Then,combined with Schmidt,he divided the five experience dimensions of brand experience: sense,emotion,behavior,thinking,and association.Each dimension proposed the corresponding strategy for constructing the IP image system of Shoo Loong Kan character to guide the subsequent related design work.The final design practice includes:(1)The design of the basic image of Shoo Loong Kan’s role IP is designed around the key words of traditional dragon culture image,youth,affinity,vitality,and fun.Define the color system and create the appearance image,on the basis of establishing a two-dimensional image,break through 3D and embrace the virtual.Build a more vivid personality characteristic of Shoo Loong Kan’s IP image,create a story setting for Shoo Loong Kan’s brand positioning,and create a family team of Shoo Loong Kan’s IP image;(2)Create a brand contact point system based on relevant theories,and accurately define Shoo Loong Kan’s IP image,Reasonable and appropriate application on relevant touch points to maximize design value;(3)Output high-quality content,create a creative form of communication and interactive gameplay of Shoo Loong Kan role IP image,including the use of gamification growth,virtual technology,NFT,blind box,cross-border integration,etc.,to create a more interactive Shoo Loong Kan brand experience.Based on Schmidt’s theory of five dimensions of brand experience,this topic develops mobile applications,virtual experiences,games,trendy games,offline spaces,interest communities and cultural derivatives in combination with hotpot-related culture,and forms a systematized IP image for Shoo Loong Kan’s role.On the one hand,it enriches the product matrix of hot pot brands,and combines multi-dimensional and multi-media applications to meet the diversified aesthetic and consumer needs of the audience and enhance the brand experience of Shoo Loong Kan.On the other hand,it enriches the application research of brand experience theory in role IP image design,and provides more problem-solving ideas for solving brand design.