广东东软学院本科生毕业设计（论文）大型商场视觉营销的策略研究Research on the strategy of visual marketing in large shopping malls摘要随着互联网社交与购物的快速发展，社会经济的高速增长，线上购物在最近几年迅猛崛起，对线下实体店的购物环境造成了巨大的冲击、影响。线上购物比线下购物有很多的优势，但是线下购物相比于线上购物有一个无法替代的优势——线下购物可以为消费者提供一个真实的购物环境体验。我们利用线下购物的这一优势，研究、分析现代··大型商场的外立面视觉展示、内外广告展示、商场内的背景、色彩、灯光等有形展示，商场的节假日环境氛围营造与展示，如何刺激消费者的眼球，吸引更多的消费者和潜在消费者来到商场消费，提高商场的客流量，从而增加商场的经济收益，同时为人们的美好品质生活提供更好的购物环境。关键词：视觉营销；视觉效果；视觉心理；视觉设计原理AbstractWith the rapid development of social networking and shopping on the Internet and the rapid growth of social economy, online shopping has risen rapidly in recent years, which has a huge impact on the shopping environment of offline stores. Online shopping has many advantages over offline shopping, but offline shopping has an irreplaceable advantage compared with online shopping - offline shopping can provide consumers with a real shopping environment experience. We use this advantage of offline shopping to study and analyze the visual display of the facade of modern large-scale shopping malls, the display of internal and external advertisements, the background, color, lighting and other tangible displays in the shopping malls, the construction and display of the holiday environment atmosphere in the shopping malls, how to stimulate the attention of consumers, attract more consumers and potential consumers to come to the shopping malls for consumption, and improve the customer flow of the shopping malls, So as to increase the economic benefits of shopping mall...
