BPC场景架构下的冬奥文创产品零售服务设计研究

Retail Service Design and Research about Winter Olympic Cultural and Creative Products under the BPC Scenario Framework

中文关键词: 冬奥文创产品  场景化零售  BPC框架  服务设计  冰墩墩

英文关键词: winter olympic cultural and creative products  scenario retail  BPC framework  service design  Bing Dwen Dwen

中文摘要:

      目的 在新零售经济背景下，探讨冬奥文创产品零售服务的发展趋势与创新路径。方法 结合场景理论，提出了集品牌传播、产品营销和社群运营于一体的文创产品零售服务场景构建“BPC框架”，并以“冰雪萌趣嘉年华”设计实践为例，检验该框架的可用性与具体操作方法。结论 通过3个维度的场景化营造，将传统的文创商业转化为文化底蕴深、消费体验佳、用户黏性强的服务模式，为体育赛事文创产品零售提供了有益的参考。

英文摘要:

      Under the background of the new retail economy, this paper aims to discuss the development trend and innovation path of the retail service of cultural and creative products of the Winter Olympic Games. Combined with the scenario theory, this paper proposes to build a "BPC framework" for the retail service scenario of cultural and creative products integrating brand communication, products marketing and community operation, and takes the design practice of "Bing Dwen Dwen Carnival" as an example to test the usability and specific operation methods of the framework. Through the scenario construction of three dimensions, the traditional cultural and creative business will be transformed into a service model with a deep cultural embodiment, good consumption experience and strong user stickiness, so as to provide a useful reference for the retail of cultural and creative products of sports events.