Research On The Scene IP Design Of Hangzhou Shopping Center From The Perspective Of Consumers

With the rapid development of Hangzhou economy in the past decade,the living standard of residents has also increased,and the demand for spiritual life is increasing day by day.Various types of art activities have gradually increased the proportion of Hangzhou residents' entertainment life.The venue is no longer limited to museums,art galleries and other traditional public cultural places,but gradually into the commercial space.Because "material purchase" has long been unable to meet today's consumers,"spiritual enrichment" is its real demand.Scene IP Design enters the shopping center to integrate "art" and "business",bringing consumers a new experience and leading the trend of combining art activities and commercial space.Nowadays,a large number of shopping centers have been built in Hangzhou,which are in urgent need of transformation to resist the impact of the Internet online economy.The degree of scenario IP construction has been gradually improved,but the expected effect has not been achieved.The main reason is that there is still a lack of connection between the selection of IP content and the shaping of architectural space,which can not form a business space with unified style and atmosphere and a multi-dimensional composite model of content,and can not provide consumers with the expected consumption experience.In order to find a way to solve the above problems,this study first expands and types the definition of shopping center,then combs the scene theory and IP theory,and explains the definition concept and characteristics of the generated scene IP design.From the perspective of consumers,read a large number of successful cases related to scenario IP,select representative Japanese liubenmu,the star vista in Singapore,and K11 in Shanghai to conduct scenario IP design case analysis,and draw the conclusion of case study analysis to build scenario IP design strategy.On the basis of scenario IP design strategy,the local shopping centers in Hangzhou are ranked according to "popularity" factors,and 11 shopping centers are selected for data analysis.Combined with field research methods,SD semantic method and Poe method are used to provide clear research objects and necessaryresearch methods for the research of this paper.Secondly,design methods are summarized according to the research results To guide the practice of IP Design in the following line corbel art exhibition.This study summarizes the representative shopping centers in Hangzhou,finds out the solution direction of the main problems of shopping centers in the future,expounds the necessity of introducing scene IP design method into shopping center business space,and summarizes the strategy and design method of scene IP Design in shopping center business space.