摘 要

如今，文创产业和文创产品发展迅速。许多文化产业开始寻求发展之路，向创意产业转化，并设计开发自己的文创产品。酒店行业也开始寻找与其相适应的文化内容元素，许多文创酒店应运而生。但对于酒店这种营利性企业来说，文创产品的开发还没有引起重视。对此，我提出了本次的研究内容，即酒店文创产品对酒店企业品牌塑造的作用研究。目的是通过明确酒店文创产品对酒店企业品牌塑造具有助力作用，开发新生代酒店文创产品设计。

本文主要研究了：文创理念及文创产品在如今社会的发展趋势与益处。并以酒店企业为例，研究针对酒店企业，文创理念与文创产品对塑造酒店品牌的作用。

研究结果表明：在人们日益追求精神层面满足的新时代，文创理念与文创产品的发展已成为一种趋势。对于酒店企业来说，发展酒店文创产品能够帮助酒店与消费者建立文化、情感联系，丰富酒店品牌文化价值，对提升品牌文化形象和品牌塑造具有助力作用。同时说明了在酒店企业中实行文创理念与发展文创产品的重要性。

本文的特色：运用对比分析的方法，分析酒店普通衍生品与酒店文创产品对塑造酒店品牌的不同效果，以此说明开发酒店文创产品的必要性。针对不同层面消费者需求，以年轻群体为例，设计能够满足其心理需求，符合其消费水平的“9拾代”系列酒店文创产品。

关键词：酒店品牌；文创理念；文创产品；情感联系；酒店文创产品

Abstract

Nowadays, the development momentum of cultural and creative industries and products is on the fast path. Seeking the road of development, many cultural industries began to transform into creative industries, with their own products designed and exploited. The hotel industry has begun to search for its cultural elements that adapt to it. Thus, in such an environment, many cultural and creative hotels came into being. However, for the profit making enterprises such as these hotels, the development of cultural and creative products has not attracted enough attention. In this regard, the content of this study is put forward by me, that is, research on the role of hotel products in hotel brand building. By making clear that hotel products can create a helping role in hotel brand building, the new product design should be developed in the new generation hotel, which is the purpose of this study.

The followings are mainly studied in this paper: the development trend and benefits of cultural and creative concepts and products in today's society. And taking hotel business as an example, the role of cultural and creative concept and products in shaping hotel brand has been studied especially for hotel enterprises.

The results of the study show that: in this new era that people are increasingly seeking spiritual satisfaction, the development of cultural and creative products has become a popular trend. For hotel enterprises, the development of hotel cultural and creative products can not only help the hotel and consumers to establish cultural and emotional links, as well as enrich the cultural value of the hotel brand, but also play an important role in promoting the brand culture image and brand shaping. At the same time, the importance of the idea of cultural creation and the development of creative products in hotel enterprises are illustrated.

The characteristics of this paper: By contrast analysis, the different effects of ordinary derivatives and hotel cultural and creative products on hotel band are analyzed, through which the necessity of developing a hotel to create a product is explained. Aiming at different levels of consumer demand, and taking young groups as an example, a series of "90’s generation" hotel cultural and creative products has been designed in this paper, which can meet their psychological needs together with their consumption level indeed.

Key Words：Hotel brand；Cultural and Creative Products；Emotional connection；Derivative products

目 录

第1章 绪论 1

1.1 研究背景及目的意义 1

1.2 国内外发展现状 1

1.3 现存的问题 2

1.4 本研究的创新点 2

第2章 酒店衍生品及其与酒店品牌的关系 3

2.1 酒店品牌及其对酒店的功能 3

2.2 酒店衍生品与塑造酒店品牌 3

第3章 文创理念与文创产品 5

3.1 文创理念 5

3.1.1 文化创意产业与文创理念的诞生 5

3.1.2 文创理念在企业中发展的趋势与益处 5

3.2 文创产品 6

3.2.1 文创产品是什么 6

3.2.2 文创产品的特性 6

3.2.3 文创产品的分类 7

3.2.4 文创产品对消费者的文化情感表达 7

第4章 酒店文创产品及其与酒店品牌的关系 8

4.1 酒店的种类 8

4.2 酒店文创产品 8

4.3 不同种类的酒店与文创产品 8

4.4 酒店文创产品案例分析 9

4.4.1 苏州书香酒店文创产品 9

4.5 酒店文创产品对酒店企业品牌塑造的作用 10

4.5.1 与酒店衍生品相比的优势 10

4.5.2 加强酒店品牌的作用与效果 10

4.5.3 丰富酒店品牌文化内涵 11

第5章 以新生代酒店文创产品为例的实践探索 12

5.1 基于不同层面消费者需求的创新意识 12

5.2 “9拾代”酒店文创产品设计 12

5.2.1 主题的确定 12

5.2.2 设计元素的选取及文化、情感表达 13

5.2.3 呈现的效果 13

结 语 15

参考文献 16

致 谢 17

第1章 绪论

1.1 研究背景及目的意义

在经济全球化背景下，随着人们对生活品质的追求日益提升，对精神层面的更高诉求，文化创意产业应运而生。文创产业以创造力为核心，通过各种技术与创意设计将文化元素推广给大众，从而带动产业迅速发展，丰富产业文化底蕴与内涵。文化创意产业已经在促进世界经济发展过程中贡献出巨大力量。

文创产品是文化创意产业的诞生物，是一种有形的实体产品，是设计师通过创意的方式，将产品本身赋予了文化元素的产物。文创产品在本身拥有的实用性之外，还带有着某种能够使消费者认同的元素，蕴含着精神文化，同时附带着品牌标识。在与消费者大众接触时，文创产品使消费者心理上产生文化的认同与归属感，从而与消费者建立起一种文化、情感联系。企业品牌也因此在消费者心中形成独特的文化特征。企业在消费者的心中就会从单纯的买卖关系升级成为关系更加紧密的存在，同时留下文化底蕴深厚的形象。