文档介绍：摘要
2010年上海世博会为中国本土的展览展示公司的发展提供了“天时”与“地理”,与国际展览展示公司比拼时本土公司显现出自身对主题理解上的软肋,归根到底出于策划过于薄弱。
现代博览会的展示重心正向理念和文化的转移。以世博会为先驱者,以专注内容、解决问题为宗旨的主题演绎体系取代了传统面面俱到的展品分类,并逐步走向成熟;分类体系则经历了展品到主题的转变,展示方式单一陈列到体验的,这背后是对人类文明进程观念的转变,从社会生产结构和社会发展需求中获得动力。
由于博览会参观者与市场消费者高度重合,所以我们从当代体验经济中解开受众需求的密码。体验经济时代以消费者忠诚度为导向,既兼顾社会和消费者的利益,又兼顾资本家、企业与员工的利益,培养和构建企业的核心竞争力,消费者的需求则以重情感、追求个性、体验的过程和体验过程的参与度。这种明显的特征转变使得博览会向着娱乐性、非生产性、短频互动性、价值的不可替代和价值延续性发展,从而对展示策划的组织方式、传播途径和传播的信息内容产生深远影响。
博览会创造的经济价值和文化价值已经获得社会的普遍认同,体验性策划对于博览会的价值则体现在经济、人文与交互方式上。在体验经济的影响下,主题演绎中的体验策划为展示设计制定价值维度,提炼参展方和受众间寻找共同的主题价值,以在展示空间内为受众提供体验为目标,提供情感化的诉求方式,所承载的信息被大众所更乐于接受,从而达到传播目的。
展示作为复合学科,必然要形成“策划-设计”的复合体系,不可能还停留在设计主导的地位。在博览会的主题体系下,主题演绎的工作正被提到前所未有的高度,展示策划这一职能也渐渐从原本的设计中分离,成为展示设计中的重要环节,先于方案所有的设计执行之前。
展示策划正是展示设计正规化的基础,而对主题演绎下的体验性策划研究将是先行的第一步。
关键词:现代博览会,主题演绎,展示策划,体验营销
Abstract
The Shanghai Expo 2010 will bring local Chinese exhibition & panies chances of both “favorable timing” and “humane conditions”. pared with the international ones, panies expose their weak understanding of their own theme, which resulted from their weakness in planning.
The focus of Modern Expo is moving to idea and culture gradually. With the Shanghai Expo as pioneers, the focus on contents and problem solving, the theme demonstration system replaces the traditional errorless classifying system step by step, and grows maturely; Classification system, however, is experiencing changes from the exhibits to the theme, the styles from single display to user interactions, in the behind showing the changes of the progress of human civilization, which gains power form the social producing structure and development.
As there is a high coincidence of the visitors to the Expo and the consumers, we can decode the consumer’s needs from modern experience economy. The time of experience economy is guided by the loyalty of consumers, not only take into account the interests of society and consumers, but also the capitalists’, the enterprises’ and the employees’, to foster and build the