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品牌思維已從傳統(tǒng)的產(chǎn)品導(dǎo)向轉(zhuǎn)向用戶導(dǎo)向，并呈現(xiàn)出以下發(fā)展趨勢(shì)：從產(chǎn)品到體驗(yàn)：消費(fèi)者不再僅僅關(guān)注產(chǎn)品本身，更注重品牌帶來(lái)的情感體驗(yàn)和精神價(jià)值。品牌需要打造獨(dú)特的體驗(yàn)，與用戶建立情感連接。從單一到多元：品牌不再局限于單一產(chǎn)品或服務(wù)，而是向多元化發(fā)展，構(gòu)建品牌生態(tài)系統(tǒng)，滿足用戶多樣化的需求。從功能到情感：品牌不再僅僅強(qiáng)調(diào)產(chǎn)品的功能性，更注重與用戶的情感共鳴，通過(guò)講故事、塑造品牌個(gè)性等方式，贏得用戶的喜愛和忠誠(chéng)。從單向傳播到互動(dòng)共創(chuàng)：品牌與用戶的溝通方式從單向傳播轉(zhuǎn)向互動(dòng)共創(chuàng)，鼓勵(lì)用戶參與品牌建設(shè)，共同創(chuàng)造品牌價(jià)值。從短期利益到長(zhǎng)期價(jià)值：品牌更加注重可持續(xù)發(fā)展，關(guān)注社會(huì)責(zé)任和環(huán)境保護(hù)，打造具有長(zhǎng)期價(jià)值的品牌。

Brand thinking has shifted from traditional product orientation to user orientation, and has shown the following trends: 1. From product to experience: Consumers no longer just pay attention to the product itself, but pay more attention to the emotional experience and spiritual value brought by the brand. Brands need to create unique experiences that create an emotional connection with their users. From single to multiple: the brand is no longer limited to a single product or service, but to diversified development, build a brand ecosystem, to meet the diverse needs of users. 3. From function to emotion: the brand no longer only emphasizes the functionality of the product, but pays more attention to the emotional resonance with users, and wins the love and loyalty of users through storytelling, shaping brand personality and other ways. 4. From one-way communication to interactive co-creation: the way of communication between brands and users has shifted from one-way communication to interactive co-creation, encouraging users to participate in brand building and jointly create brand value. 5. From short-term interests to long-term value: the brand pays more attention to sustainable development, social responsibility and environmental protection, and creates a brand with long-term value.

民宿設(shè)計(jì)如何實(shí)現(xiàn)品牌發(fā)展、盈利與爆火：

精準(zhǔn)定位，打造差異化品牌：明確目標(biāo)用戶：分析目標(biāo)用戶的需求、喜好和消費(fèi)習(xí)慣，例如家庭游客、年輕情侶、背包客等。挖掘文化內(nèi)涵：結(jié)合當(dāng)?shù)匚幕?、歷史、自然資源等，打造獨(dú)特的品牌故事和文化體驗(yàn)。設(shè)計(jì)差異化產(chǎn)品：根據(jù)目標(biāo)用戶的需求和文化特色，設(shè)計(jì)獨(dú)具特色的民宿產(chǎn)品，例如主題民宿、文化民宿、生態(tài)民宿等。

注重體驗(yàn)，提升用戶粘性：打造沉浸式體驗(yàn)：通過(guò)空間設(shè)計(jì)、裝飾風(fēng)格、服務(wù)細(xì)節(jié)等，營(yíng)造獨(dú)特的氛圍和體驗(yàn)，讓用戶沉浸其中。提供個(gè)性化服務(wù)：根據(jù)用戶的需求和喜好，提供個(gè)性化的服務(wù)，例如定制旅行路線、當(dāng)?shù)靥厣顒?dòng)等。建立情感連接：與用戶進(jìn)行真誠(chéng)的溝通，關(guān)注用戶的反饋和建議，建立情感連接，提升用戶忠誠(chéng)度。

多元發(fā)展，構(gòu)建品牌生態(tài)系統(tǒng)：開發(fā)衍生品：開發(fā)具有地方特色的文創(chuàng)產(chǎn)品、農(nóng)副產(chǎn)品等，增加收入來(lái)源，提升品牌價(jià)值。跨界合作：與當(dāng)?shù)芈糜尉包c(diǎn)、餐飲企業(yè)、文化機(jī)構(gòu)等合作，推出聯(lián)名產(chǎn)品、套餐服務(wù)等，實(shí)現(xiàn)互利共贏。線上線下融合：利用線上平臺(tái)進(jìn)行品牌推廣和營(yíng)銷，同時(shí)注重線下體驗(yàn)和服務(wù)，實(shí)現(xiàn)線上線下融合發(fā)展。

講好故事，塑造品牌個(gè)性：挖掘品牌故事：每個(gè)民宿都應(yīng)該擁有獨(dú)特的品牌故事，傳遞品牌價(jià)值和文化理念。塑造品牌個(gè)性：通過(guò)品牌名稱、logo、slogan、視覺形象等，塑造鮮明的品牌個(gè)性，與用戶產(chǎn)生情感共鳴。利用新媒體傳播：利用微信公眾號(hào)、微博、抖音等新媒體平臺(tái)，進(jìn)行品牌宣傳和推廣，擴(kuò)大品牌影響力。

注重可持續(xù)，打造長(zhǎng)期價(jià)值：環(huán)保設(shè)計(jì)：在民宿設(shè)計(jì)中融入環(huán)保理念，使用環(huán)保材料、節(jié)能設(shè)備，減少對(duì)環(huán)境的影響。社區(qū)參與：積極參與當(dāng)?shù)厣鐓^(qū)建設(shè)，支持當(dāng)?shù)亟?jīng)濟(jì)發(fā)展，與當(dāng)?shù)鼐用窠⒘己玫年P(guān)系。社會(huì)責(zé)任：關(guān)注社會(huì)責(zé)任，參與公益活動(dòng)，提升品牌美譽(yù)度和影響力。

How Homestay design achieves brand development, profitability and popularity:

Precise positioning, create differentiated brands: clear target users: analyze the needs, preferences and consumption habits of target users, such as family tourists, young couples, backpackers, etc. Explore cultural connotations: Combine local culture, history, natural resources, etc., to create unique brand stories and cultural experiences. Design differentiated products: According to the needs and cultural characteristics of target users, design unique homestay products, such as theme homestay, cultural homestay, ecological homestay, etc.

Focus on experience and enhance user stickiness: Create immersive experience: Create a unique atmosphere and experience through space design, decoration style, service details, etc., so that users can be immersed in it. Provide personalized services: According to the needs and preferences of users, provide personalized services, such as customized travel routes, local special activities, etc. Establish emotional connection: Communicate sincerely with users, pay attention to user feedback and suggestions, establish emotional connection, and enhance user loyalty.

Diversified development, build brand ecosystem: Develop derivatives: develop cultural and creative products with local characteristics, agricultural and sideline products, etc., increase income sources, enhance brand value. Cross-border cooperation: Cooperate with local tourist attractions, catering enterprises, cultural institutions, etc., launch joint products, package services, etc., to achieve mutual benefit and win-win. Online and offline integration: The use of online platforms for brand promotion and marketing, while focusing on offline experience and services, to achieve online and offline integration.

Tell a good story, shape the brand personality: Explore the brand story: Every B&B should have a unique brand story, to convey the brand value and cultural concept. Shaping the brand personality: Through the brand name, logo, slogan, visual image, etc., to create a distinct brand personality and emotional resonance with users. Use of new media communication: Use wechat public account, Weibo, Tiktok and other new media platforms to carry out brand publicity and promotion and expand brand influence.

Focus on sustainability and create long-term value: Environmental design: Integrate environmental protection concepts into homestay design, use environmentally friendly materials, energy-saving equipment, and reduce the impact on the environment. Community involvement: Actively participate in local community construction, support local economic development, and establish good relations with local residents. Social responsibility: Pay attention to social responsibility, participate in public welfare activities, and enhance brand reputation and influence.

一、不丹 · 安縵喀拉

RESIDENTIAL DESIGN

“不丹項(xiàng)目雖然挑戰(zhàn)重重，但回報(bào)頗豐。尤其是考慮到整個(gè)項(xiàng)目歷時(shí)12年或更長(zhǎng)時(shí)間才得以完成。不丹政府明令規(guī)定，這里所有的建筑物都必須依照不丹的建筑風(fēng)格來(lái)建造，而且必寫在書面設(shè)計(jì)綱要里，明確開窗洞的尺寸和裝飾的元素。”安縵喀拉是Kerry Hill與安縵合作的早期項(xiàng)目之一。酒店的76間客房分布于五處原始山谷的五處小屋之中，四周密林環(huán)繞，寧?kù)o祥和。五處小屋分別是：帕羅小屋（Paro Lodge）、廷布小屋（Thimphu Lodge）、崗提小屋（Gangtey Lodge）、布姆唐小屋（Bumthang Lodge）、普納卡小屋（Punakha Lodge）。它們魅力各異，讓于每一處的居停，都成為“一期一會(huì)”。

"The Bhutan project has been challenging but rewarding. Especially considering that the entire project took 12 years or more to complete. The Bhutanese government has decreed that all buildings here must be built in the Bhutanese style of architecture, and it must be written in the design outline, specifying the size of the window openings and the decorative elements." Amankara was one of the early projects Kerry Hill worked on with Amankara. The hotel's 76 rooms are spread over five lodges in five pristine valleys, surrounded by dense forests and peaceful surroundings. The five lodges are: Paro Lodge, Thimphu Lodge, Gangtey Lodge, Bumthang Lodge and Punakha Lodge. Their charm is different, so that in each place to stop, have become "a moment."

建筑師對(duì)不丹自然環(huán)境及其本土建筑的尊重，體現(xiàn)在五個(gè)小屋精心而多樣的選址和每個(gè)小屋的建筑表達(dá)上——建筑樣式均為不丹傳統(tǒng)房屋與當(dāng)代設(shè)計(jì)元素的結(jié)合。建筑設(shè)計(jì)在主要形式和材料的選擇上都遵循了不丹傳統(tǒng)風(fēng)格。它們被配置成一系列的房間組合，從8個(gè)到24個(gè)不等，以形成小屋群落。有的在森林中，有的在橘園旁，有的形成了村落布局，有的則是隨機(jī)布置的瓦礫建筑，借鑒了傳統(tǒng)的山谷農(nóng)舍形制。由此產(chǎn)生的建筑以其優(yōu)雅的平面布置和外部空間品質(zhì)而引人矚目。外墻使用的材料主要是膠合板，內(nèi)部通過(guò)定制的家具、織物和照明豐富空間，使質(zhì)樸與精致形成對(duì)比。

The architect's respect for the Bhutanese natural environment and its indigenous architecture is reflected in the careful and varied siting of the five huts and the architectural expression of each hut - a combination of traditional Bhutanese houses and contemporary design elements. The architectural design follows the traditional Bhutanese style in the choice of major forms and materials. They are configured as a series of room combinations, ranging from 8 to 24, to form a community of huts. Some are in the forest, some near the orange garden, some form a village layout, and some are randomly arranged rubble buildings, borrowing from the traditional valley farmhouse shape. The resulting building stands out for its elegant floor plan and the quality of its exterior Spaces. The materials used for the exterior walls are mainly plywood, while the interior is enriched with custom furniture, fabrics and lighting that contrast rusticity with sophistication.

二、空間美學(xué)

RESIDENTIAL DESIGN

擁有8間套房的崗提小屋坐落于崗提村附近人跡罕至的富畢卡山谷，高踞一處叢林密布的小山之上，享?yè)砉鹊椎娜绠嬶L(fēng)光，眺望著16世紀(jì)崗提寺的古樸風(fēng)姿。富畢卡山谷屬于黑山國(guó)家公園野生動(dòng)物保護(hù)區(qū)，每年冬季都會(huì)有300只瀕危黑頸鶴棲居于此。套房室內(nèi)陳設(shè)與廷布小屋的套房完全一致，每間皆可一覽富畢卡山谷的壯闊幽靜。特大床、傳統(tǒng)燃木火爐與窗邊軟榻等配套設(shè)施一應(yīng)俱全，浴室還配有水磨石浴缸、雙梳洗臺(tái)、獨(dú)立淋浴間和衛(wèi)生間。布姆唐（Bumthang）直譯意為“美麗的田野”，既是不丹古寺賈貝寺等29座寺院廟宇之所在，亦為這座王國(guó)藝術(shù)與繪畫傳統(tǒng)的珍藏寶庫(kù)。布姆唐小屋坐落于曲科山谷中的賈卡爾鎮(zhèn)，毗鄰?fù)献袅謱m，共設(shè)16間套房。由此可開啟一系列文化探秘與精神享受之旅，其中包括令人終身難忘的虎穴寺108盞油燈點(diǎn)亮儀式。高懸于莫楚河之上的普納卡吊橋，身披隨風(fēng)飄揚(yáng)的經(jīng)幡彩衣，令人眼前一亮。穿過(guò)吊橋即可來(lái)到普納卡小屋，其中融合了一座由前不丹國(guó)師杰堪布所建的農(nóng)舍。小屋所在的亞熱帶山谷，既為不丹國(guó)蔬菜的主要來(lái)源產(chǎn)地，亦為王室貴族暖度嚴(yán)冬的勝地。

Located in the inaccessible Fubica Valley near the village of Gangti, the 8-suite Gangti Lodge is perched on a jungle-covered hill with a picturesque view of the valley floor, overlooking the quaint 16th century Gangti Temple. The Fubica Valley, part of the Black Mountain National Park Wildlife Reserve, is home to 300 endangered black-necked cranes each winter. The suites are furnished exactly as those in Thimphu Huts, and each offers sweeping views of the Fubica Valley. Amenities include a king bed, a traditional wood-burning stove and a soft couch by the window. The bathroom also has a terrazzo bathtub, twin vanity stations, separate shower and toilet. Bumthang, literally meaning "beautiful field," is home to 29 temples and monasteries, including the ancient temple of Jabai, and is a treasure trove of the kingdom's artistic and painting traditions. Located in the town of Jakal in the Quco Valley, next to the Vendizorin Palace, the Boumtang Lodge has 16 suites. This will open a series of cultural exploration and spiritual enjoyment, including the unforgettable 108 oil lamp lighting ceremony at the Tiger's Den Temple. The Punakha Suspension Bridge, high above the Mochu River, is covered with colorful prayer flags fluttering in the wind. Cross the drawbridge to Punaka Hut, which incorporates a farmhouse built by former Bhutanese Grand Master Jekhenpo. The subtropical valley where the hut is located is not only the main source of vegetables in Bhutan, but also a warm winter resort for the royal family.