民宿品牌 · 作為不丹王國的首家度假酒店 | BHUTANS FIRST HOLIDAY BRAND

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品牌思維已從傳統的產品導向轉向用戶導向，并呈現出以下發展趨勢：從產品到體驗：消費者不再僅僅關注產品本身，更注重品牌帶來的情感體驗和精神價值。品牌需要打造獨特的體驗，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品或服務，而是向多元化發展，構建品牌生態系統，滿足用戶多樣化的需求。從功能到情感：品牌不再僅僅強調產品的功能性，更注重與用戶的情感共鳴，通過講故事、塑造品牌個性等方式，贏得用戶的喜愛和忠誠。從單向傳播到互動共創：品牌與用戶的溝通方式從單向傳播轉向互動共創，鼓勵用戶參與品牌建設，共同創造品牌價值。從短期利益到長期價值：品牌更加注重可持續發展，關注社會責任和環境保護，打造具有長期價值的品牌。

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.

民宿設計如何實現品牌發展、盈利與爆火：

精準定位，打造差異化品牌：明確目標用戶：分析目標用戶的需求、喜好和消費習慣，例如家庭游客、年輕情侶、背包客等。挖掘文化內涵：結合當地文化、歷史、自然資源等，打造獨特的品牌故事和文化體驗。設計差異化產品：根據目標用戶的需求和文化特色，設計獨具特色的民宿產品，例如主題民宿、文化民宿、生態民宿等。

注重體驗，提升用戶粘性：打造沉浸式體驗：通過空間設計、裝飾風格、服務細節等，營造獨特的氛圍和體驗，讓用戶沉浸其中。提供個性化服務：根據用戶的需求和喜好，提供個性化的服務，例如定制旅行路線、當地特色活動等。建立情感連接：與用戶進行真誠的溝通，關注用戶的反饋和建議，建立情感連接，提升用戶忠誠度。

多元發展，構建品牌生態系統：開發衍生品：開發具有地方特色的文創產品、農副產品等，增加收入來源，提升品牌價值。跨界合作：與當地旅游景點、餐飲企業、文化機構等合作，推出聯名產品、套餐服務等，實現互利共贏。線上線下融合：利用線上平臺進行品牌推廣和營銷，同時注重線下體驗和服務，實現線上線下融合發展。

講好故事，塑造品牌個性：挖掘品牌故事：每個民宿都應該擁有獨特的品牌故事，傳遞品牌價值和文化理念。塑造品牌個性：通過品牌名稱、logo、slogan、視覺形象等，塑造鮮明的品牌個性，與用戶產生情感共鳴。利用新媒體傳播：利用微信公眾號、微博、抖音等新媒體平臺，進行品牌宣傳和推廣，擴大品牌影響力。

注重可持續，打造長期價值：環保設計：在民宿設計中融入環保理念，使用環保材料、節能設備，減少對環境的影響。社區參與：積極參與當地社區建設，支持當地經濟發展，與當地居民建立良好的關系。社會責任：關注社會責任，參與公益活動，提升品牌美譽度和影響力。

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

“不丹項目雖然挑戰重重，但回報頗豐。尤其是考慮到整個項目歷時12年或更長時間才得以完成。不丹政府明令規定，這里所有的建筑物都必須依照不丹的建筑風格來建造，而且必寫在書面設計綱要里，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，四周密林環繞，寧靜祥和。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”。

"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."

建筑師對不丹自然環境及其本土建筑的尊重，體現在五個小屋精心而多樣的選址和每個小屋的建筑表達上——建筑樣式均為不丹傳統房屋與當代設計元素的結合。建筑設計在主要形式和材料的選擇上都遵循了不丹傳統風格。它們被配置成一系列的房間組合，從8個到24個不等，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，有的則是隨機布置的瓦礫建筑，借鑒了傳統的山谷農舍形制。由此產生的建筑以其優雅的平面布置和外部空間品質而引人矚目。外墻使用的材料主要是膠合板，內部通過定制的家具、織物和照明豐富空間，使質樸與精致形成對比。

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

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，享擁谷底的如畫風光，眺望著16世紀崗提寺的古樸風姿。富畢卡山谷屬于黑山國家公園野生動物保護區，每年冬季都會有300只瀕危黑頸鶴棲居于此。套房室內陳設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、傳統燃木火爐與窗邊軟榻等配套設施一應俱全，浴室還配有水磨石浴缸、雙梳洗臺、獨立淋浴間和衛生間。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，亦為這座王國藝術與繪畫傳統的珍藏寶庫。布姆唐小屋坐落于曲科山谷中的賈卡爾鎮，毗鄰旺迪佐林宮，共設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盞油燈點亮儀式。高懸于莫楚河之上的普納卡吊橋，身披隨風飄揚的經幡彩衣，令人眼前一亮。穿過吊橋即可來到普納卡小屋，其中融合了一座由前不丹國師杰堪布所建的農舍。小屋所在的亞熱帶山谷，既為不丹國蔬菜的主要來源產地，亦為王室貴族暖度嚴冬的勝地。

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.

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