摘要
在线上购物的迅猛发展已形成对实体商业销售模式巨大冲击的时代,线下零售空间如何从消费者的角度出发,利用视觉营销手法营造更加符合其心理需求的空间环境,从而创造更加人性化、更具吸引力的社交活动场所,以弥补线上购物在体验感与参与感上的缺失,是值得思考与探索的重要问题。皮具作为一类既传统又时尚的服饰商品,在受到当代视觉营销的整体时代特征影响的同时,其具体实践的开展中也有着自身独有的特点,并呈现出情境化、交互化、体验化与差异化的发展趋势。
The rapid development of online shopping has formed an era of huge impact on the physical business sales model.From the perspective of consumers,how to use visual marketing techniques to create a space environment more in line with their psychological needs,so as to create more humane and attractive social activities to make up for the lack of experience and participation in online shopping is an important issue worth thinking about and exploring.Leather goods,as a kind of traditional and fashionable accessories,is influenced by the overall characteristics of the contemporary visual merchandising.At the same time,its specific practice also has its own unique characteristics,and presents the development trends of contextualization,interaction,experience and differentiation.
作者
曾琦
ZENG Qi(College of Biomass Science and Engineering,Sichuan University,Chengdu 610065,China;National Engineering Research Center of Clean Technology in Leather Industry,Sichuan University,Chengdu 610065,China;Key Laboratory of Leather Chemistry and Engineering of Ministry of Education,Sichuan University,Chengdu 610065,China)
出处
《皮革科学与工程》
CAS
北大核心
2020年第6期67-72,共6页
Leather Science and Engineering
关键词
皮具
视觉营销
零售空间
情境化
感官体验
交互式
leather goods
visual merchandising
retail apace
contextualized
sensory experience
interacting
