乐尚KTV
轻时尚KTV
项目背景：
随着人们生活水平的提高和收入的增长，除了满足生存需要之外，休闲娱乐成为人们日常生活中不可或缺的。另外，休闲娱乐可以帮人们排解日益增加的生活工作压力，所以在当今市场，娱乐业必定有大的发展，KTV事业作为娱乐业中最为流行的行业，正渐渐走近每个人的生活。其中量贩式KTV娱乐形式得到越来越多的消费者认可，量贩式KTV的数量也随着需求的增多，日益膨胀。随着社会发展的不断进步，人们的文化水平和生活水平的不断提高。音乐文化已步入我们的生活，甚至是每个家庭不可缺少的一部分，量贩式KTV为每位喜欢音乐、热爱音乐的爱好者们提供了追求音乐梦想、展现音乐天赋、释放声音魅力、聆听美妙旋律而塑造的新世纪歌颂者平台。
Background of the project:
With the improvement of people's living standard and income growth, in addition to meet the need of survival, leisure entertainment has become indispensable in people's daily life. In addition, leisure entertainment can help people to relieve their increasing life and work pressure, thus in today's market, the entertainment industry will have a greater development. KTV as the most popular entertainment industry, is gradually approaching the lives of everyone. The discount style KTV entertainment gaining more and more recognition of consumers. Its quantity also growed as demand increased. With the continuous progress of the social development, people's cultural level and living standards increased as well. Music culture has entered our life, even become an indispensable part of every family.
面临挑战：
目前，中国KTV产业在升级中出现了两种分化，一种是以量贩式KTV为代表的“革新派”，其特征是不断地将新技术新模式应用到KTV的标准化当中；另一种便是数量众多的“保守派”，主要是地方性质的个体KTV和一些在发展中分不清方向的传统连锁KTV，其特征是依旧沉迷在搞装修、求奢华的老一套理念。在信息技术尚未成熟时，传统的KTV尚能在市场中占得主流。但是近年来，KTV行业的信息化应用与经营模式在随着信息技术的进步不断地发展和演进。敢于革新的量贩式KTV在短时间内疚完成了从成立到超越的过程。相比之下，越来越多的“保守派”不得不面临痛苦的转型过程，加入到“革新派”当中。
如何求新，吸引顾客是现在许多量贩式KTV面临的挑战，首先，从名字上来说，老套的命名方式已经不再适合现在的市场，如何让消费者形成眼球效应和口碑效应已经成为重点。
Facing the challenge:
At present, Chinese KTV industry appeared two kinds of differentiation in the upgrade, one is "reformist", represented by the discount type KTV, its characteristic is constantly apply the new technology and new model to the KTV standard; another is the large number of "conservative", which is localism individual KTV and some traditional chain KTV disoriented in the development. Its characteristic is indulging in the decoration and pursuit for luxury. When the information technology was not mature, traditional KTV could still account for the mainstream in the market. But in recent years, the discount style KTV dare no revolution and complete the process from founding to transcend in a short time. In contrast, more and more "conservative" have to face the painful process of transition, to join the "progressives".
How to innovate? Attracting customers is now a challenge facing many discount style KTV. First of all, as to the name, the old-fashioned way of naming has already been no longer suitable for the current market. How to form eye effect and reputation effect to consumers is the key.
解决方案：
针对现在去KTV的人群更加年轻化，先知命名团队从时尚、轻松角度为创意源点，确定了“乐尚”这一命名。“乐尚”首先整体上给人一种快乐、时尚的感觉，和KTV的行业属性相符，从消费者的心理出发，抓住了消费者心理诉求，尤其是针对现在年轻人对娱乐休闲方面的投入越来越大，年轻人才是量贩式KTV的消费主力，因此“乐尚”作为量贩式KTV的“轻时尚”定位可以得到最主力消费群体的认同。另外，“乐尚”二字寓意快乐，简单易记，容易在消费者之间形成口碑效应。
乐尚LOGO设计以麦克风为主视图形，表明了行业属性，激发人们唱歌的欲望；颜色以紫色为主，突出轻松但是不失高档。
The solution:
In view of most customers who go to KTV are young people, Wevin naming team choose fashion and easy aspect as creative source and finally decide the name "Leshang". "Leshang" gives people a overall happy, fashion sense, conformed to the KTV industry attributes. Starting from the consumer psychology, to seize the consumer psychological demands, especially young people now spending more and more money on recreation and leisure. Young people is the main consumer power of discount style KTV. Thus "Leshang" as the anchor position of the discount style KTV "young fashion" can get the main consumer group’s identity. In addition, "Leshang" means happiness, which is simple, easy to remember and easy to form a public praise among consumers.
The LOGO design of “Leshang” use the microphone as its main view graphics, indicates the industry attributes and inspire the desire of people to sing. The main color is purple, emphasize relaxed with a high-end atmosphere.
