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市场营销对商业空间设计的影响

时间:2022-05-21 来源:未知 编辑:梦想论文 阅读:
Commercial space is an important link in modern social and economic development. High quality commercial space can formulate a series of follow-up marketing plans at the beginning of design. In the follow-up sales process, it can also continuously strengthen the weight of the brand according to the design characteristics of commercial space, and spread the influence of the brand through marketing strategies, making the designed commercial space a unique sales space of the brand. Continuously enlarge the characteristics of commercial space, continuously improve the level of consumer groups, and divide different commercial space areas. At the same time, it also divides people at different consumption levels.
 
 
 
1 design concept of modern commercial space
 
 
 
1.1 create a sense of place
 
 
 
The modern business model makes the commercial space design of each brand have its unique design concept. The design of these commercial spaces can help the brand to display their products more conveniently, and enable consumers to feel the cultural atmosphere of the brand in their unique commercial space. With the deeper influence of brand, people's focus on commodity consumption has gradually shifted from commodity quality to brand culture consumption. Therefore, in the design of commercial space, it is very important to create a sense of place in the commercial space and the cultural atmosphere of the commercial space, which requires the designer to accurately control the design elements and strive to express its spirit of place to the greatest extent.
 
 
 
In modern commercial space design, the design of letter combined space is one of the most popular design schemes in the current market. This design scheme can provide consumers with a safe and stable consumption space, and show the artistry of commercial space and the cultural heritage of the brand with the combination of letter and space. It should be noted that compared with outdoor commercial space, the whole consumption space is limited within one framework, so it is very important to control the distance. Both the distance between consumers and the distance of commodity display are worth pondering. For example, in many times, we will see that on the seats in the rest area of shopping malls, there are people sitting on both sides of the seats, but the middle of the seats is always empty. This is the sense of distance between people. The existence of this sense of distance will make consumers have a sense of isolation. If the distance planning in the commercial space is unreasonable, it will bring consumers a bad consumption experience. Therefore, when designing the commercial space, it is necessary to control the sense of distance appropriately.
 
 
 
1.2 combine brand with consumption experience
 
 
 
Every brand has its own unique positioning. Whether it is catering, clothing, luxury goods, etc., there is a brand definition, such as Jack? Jones is defined as fashion and leisure, while mark? Huafei's definition is a stable atmosphere. Different consumers have different understandings of different brands. But generally speaking, when consumers consume, they are bound to be more interested in their favorite brand or image. Therefore, when designing commercial space, we should combine brand consumption with consumers' experience to deepen consumers' concept of brand, so as to promote brand consumption and enhance the influence of brand, which is also an important reason for the development of current commercial space.
 
 
 
Consumption experience is an aspect that consumers pay more attention to when consuming. Because consumption experience is one of people's spiritual needs when consuming, a good consumption experience can not only make people feel comfortable, but also promote people's consumption behavior. Therefore, in the design of commercial space, the creation of consumption atmosphere is very important. The commercial value of many brand enterprises is also transformed according to people's consumption experience. Consumers can clearly and effectively obtain the relevant detailed rules of goods. Coupled with the service effect of the brand, consumers can obtain some experiences that they can't obtain at ordinary times in the process of consumption. This sense of experience is enough to stimulate people's desire to buy.
 
 
 
1.3 shaping the character of commercial space
 
 
 
The design scheme of commercial space directly determines the shaping of the character of commercial space. Once this design scheme is determined, it will set the tone for the character of commercial space. If you want to change it later, it will be more troublesome. If the change effect becomes worse, it will even affect the commercial value of the brand. Therefore, when designing commercial space, we should strictly control the layout and structure, decorative materials, interior decoration style and the selection of interior color of commercial space, establish a model by using modern information technology, understand the character shaping prototype of commercial space under the current design scheme and make adjustments in time. Importantly, no matter what kind of design effect, the identity of commercial brand must be created in the commercial space.
 
 
 
The design scheme only shapes the character prototype of the commercial space. If you want to improve the character style of the commercial space, you also need to strengthen the brand characteristics of the commercial space by building a series of brand infrastructure such as brand image, brand positioning and brand marketing. In addition, the commercial space creates an advanced sense by building the functional positioning of the commercial space, the style of the exclusive space of the brand products and the details of the exclusive space, So that consumers can get a better consumption experience, and can use it to clarify the characteristics of target consumer groups and the commercial space setting of related products. Refine the core requirements of consumers at different levels, and strengthen consumers' sense of brand identity through familiar, recognized and understood design elements.

1.4 sequence design in commercial space
 
 
 
The so-called spatial sequence refers to the sequential relationship of activities in a certain spatial environment. It is a reasonable spatial combination of commercial space designers according to the commercial function of space, so as to build a relationship between people and space. Taking space as a fixed existence and people as the moving body in this fixed space, people can feel the existence of space in the movement process of this fixed space and clearly understand that they are in this space, which is one of the hard requirements of commercial space design for space sequence.
 
 
 
Due to its unique spatial character and style, commercial space also needs to carry out combination design according to the characteristics of commercial space when carrying out space sequence combination. The sequence art of commercial space has unique design rules and regulations, and modern commercial space design has diversified styles. Therefore, when carrying out space sequence design, it often finds another way.
 
 
 
The purpose of commercial space sequence design is to enable people to carry out activities according to the guidance through guiding methods, so that the material and spiritual functions of commercial space can be fully reflected. The commonly used guiding design uses unified design elements and people's vision to guide. This design technique uses the image of directional knowledge in the rhythmic composition of formal aesthetics to guide the shaping of space. For example, the material change of the ground, the continuous placement of Exhibition cabinets and the directional indicators in decoration all guide people's sense of direction in light or dark.
 
 
 
2 enterprise marketing under the background of the new era
 
 
 
2.1 the marketing strategy of the enterprise needs to meet the strategic planning of the enterprise
 
 
 
If any enterprise wants to improve its industry competitiveness, it must have a full understanding of its own products, position its products on the basis of understanding product performance, and then formulate a marketing strategic plan suitable for its own enterprise. In addition to taking diversified measures, the enterprise's marketing plan should not be limited to products, but should focus on products, find problems in the actual operation, and adjust the marketing strategy planning in real time. If an enterprise wants to develop, it must occupy a certain share in the market, which requires the enterprise's marketing plan to have a long-term layout in the market. The long-term layout is conducive to the direction of the enterprise in the later development and will not lose itself in the tide of the times. Therefore, the marketing strategy of enterprises must meet the strategic planning of enterprises. Not only that, enterprises also need to innovate and improve their marketing ideas, and constantly integrate their own marketing strategies into the pace of the development of the times, so as to ensure that the marketing management and measures of enterprises can be effectively reflected in the market.
 
 
 
2.2 product quality is the premise for the effective implementation of marketing plan
 
 
 
When an enterprise formulates a marketing plan, it should first clarify whether the plan has the feasibility and rationality of implementation. If the quality and value of its own products are inconsistent with those in the marketing plan, the marketing plan will not help the development of the enterprise, and even bring adverse effects in the subsequent development of the enterprise. When enterprises formulate marketing plans, in order to ensure that the value of marketing plans can be fully reflected, they first need to strictly control the quality of products, which mainly includes quality and quantity. Good product quality can enable enterprises to have core competitiveness in the market competition and ensure the basic profits of enterprises. On the premise of ensuring the product quality of enterprises, improving the number of products can not only improve the reputation of enterprises in the industry, but also improve customer satisfaction and loyalty, which is conducive to the later development of enterprises.
 
 
 
3. Establish a good concept of market consumption
 
 
 
3.1 improve user consumption experience from service
 
 
 
The application of high and new technology makes the existing products basically homogeneous, and the types, prices and quality of commodities are basically at the same level in the information age of high-speed communication, which leads to the spread of market competition from small circles to the whole country and even the world. Therefore, in order to improve the market competitiveness, enterprises need to adjust from other angles in addition to ensuring the quality of products. Under the background that the products of enterprises are at the same level, good service can improve the consumption experience of users, establish a complete service system from product manufacturing to after-sales, and improve the reliability of enterprises in the hearts of customers, so as to improve customer stickiness and loyalty, This will enable enterprises to improve the cost performance of their products in the subsequent development, create greater revenue for enterprises and seize more market share.
 
 
 
3.2 expand network marketing channels
 
 
 
In the information network era, if enterprises want to obtain good business results, they must establish and improve a marketing management system that can innovate with the development of the times, and take the needs and consumption experience of consumers as an important reference for the adjustment of enterprise marketing mode, so as to ensure that the management scheme can be effectively implemented. Relying on the existing network environment and information technology means, study the marketing mode of the enterprise, improve the humanized service of marketing management, develop the marketing management platform within the enterprise, strengthen the connection between management and grass-roots level through the internal marketing management system, and then let the enterprise seize the first opportunity in the development of the times.
 
 
 
Compared with the traditional marketing channel, the network marketing channel has a wider audience and more customer groups, and the communication speed of the network platform can also facilitate the establishment of the marketing model. The development of network marketing mode can enable more customers to understand the information of their products and consume according to whether the characteristics of products meet the purchase demand. The humanized service mode of enterprises can bring good consumption experience to customers. With the support of good consumption experience, the reputation of enterprises in the market will be improved, and enterprises can also get benign development and more revenue.


4. The influence of enterprise's marketing plan on commercial space design
 
 
 
4.1 divide functional areas to improve customer consumption experience
 
 
 
Commercial space is an important means for modern enterprises to carry out marketing, but commercial space can not only be the spatial design of designers for their own design ideas, but also need to combine the object-oriented of their own brand products, understand the positioning of consumers, and comprehensively design the geographical location, spatial style and advantages and disadvantages of commercial space. In order to occupy the market share and enhance the business value of enterprises, the division of functional areas is very important in the design of commercial space. The practicability and modular function of the space need to be reflected in the design, and the sense of hierarchy and line design of the space need to be reasonable.
 
 
 
Space is the intuitive visual feeling that customers get when consuming. Therefore, in the design, it is necessary to reflect the functional linkage between different modules, combine the mobility of customers with the mobility of lines by using the existing network information technology means, and provide directional guidance and functional area division for customers through the placement of display cabinets or the establishment of signs, so that in the actual operation, In the commercial space, customers will not have interference in consumption due to chaotic design, resulting in poor consumption experience, which will affect the later marketing strategic direction of the enterprise.
 
 
 
4.2 creating a sense of atmosphere in commercial space
 
 
 
The creation of space atmosphere involves all aspects, mainly in color, lighting and decorative materials. In terms of color, we should unify the style, avoid too prominent colors, and pay attention to the fit between space and color; Lighting needs to pay attention to the choice of color, shape and light. Lighting is not only the link that can most affect the spiritual experience of consumers, but also the housekeeper link to create a sense of space atmosphere. When designing lighting, we need to fully consider that our own brand can meet the spiritual needs of consumers and adhere to the people-oriented design principle; Material is also an important part. Through the comprehensive embodiment of material, color and grain, we can reflect the characteristics of our own brand. With the blessing of color and light, it plays a key role in improving consumers' sense of brand identity and the promotion of enterprise business value.
 
 
 
5 Conclusion
 
 
 
To sum up, consumers' consumption behavior and consumption characteristics can affect enterprises' customization of marketing plans, and the design of commercial space is also the promotion of their own marketing plans. On the premise of ensuring the basic functions of commercial space and meeting consumers' consumption experience, create a sense of space atmosphere as much as possible, so that consumers can improve their cognition and identity of the brand, so as to enhance the commercial value of the brand.

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