摘要
在新零售的时代背景下,研究生鲜新零售消费场景中的品牌体验设计,对品牌体验在新零售模式中的应用进行更加深入的思考。通过对盒马鲜生、永辉超级物种、京东7FRESH三个代表性的生鲜新零售品牌进行调研,分析消费者在生鲜新零售场景中的品牌体验状态,挖掘消费者深层次的品牌体验需求。总结出目前生鲜新零售品牌体验设计的特点和存在的问题,提出生鲜新零售品牌的发展策略。该研究为其他新零售企业品牌体验设计的探索提供一定的参考价值。
Under the background of new retailing,this paper studies the brand experience design in the new retail brand consumption scene,and makes a more profound thinking on the application of brand experience in the new retail mode. By investigating three representative fresh and new retail brands,Hema Fresh,Yonghui Super Species and Jingdong 7 FRESH,the brand experience status of consumers in different contact points of fresh and new retail scene consumption experience process was analyzed,and the deep brand experience needs of consumers were explored to improve their brand loyalty. Summarizes the characteristics and problems of experience design of fresh new retail brand,and puts forward the development strategy of fresh new retail brand. This study provides some reference value for the exploration of experience design of other new retail brands.
出处
《设计》
2020年第9期143-145,共3页
Design
关键词
新零售
生鲜零售
品牌体验
体验设计
挖掘消费
New retailing
Fresh retail
Brand experience
Experience design
Mining consumption
