场景视域下的农产品品牌体验设计研究——以"红薯公社"为例
Research on Agricultural Brand Experience Design from the Scene Perspective-Taking"Sweet Potato Commune"as an Example
牛旻 1石玉1
作者信息
摘要
目的 从场景出发,探讨数字体验经济时代下农产品品牌设计的新路径,旨在满足消费者的体验需求,更好地传播品牌价值及内涵.方法 结合案例总结场景理论在品牌体验设计中的作用;根据SEMs战略体验模块分析购前、购中、购后场景的品牌体验接触点;以"红薯公社"品牌体验设计为例,搭建出入口、消费、社交三个数字化场景下的品牌体验战略路径.结论 数字化场景下的农产品品牌体验设计需要以消费者需求为导向,从感官、情感、思维、行动及关联体验等方面考量,构建多维度的品牌形象、多元化的销售渠道等,从而实现品牌体验的提升.
Abstract
Objective Starting from the scene theory,the paper aims to explore the new path of agricultural brand design in the era of digital experience economy,in order to meet the experience needs of consumers and better disseminate the brand value and connotation.Methods The role of scene theory in brand experience design is summarised in the case study;the touch points of brand experience in pre-purchase,in-purchase and post-purchase scenarios are analysed according to the SEMs(strategic experiential modules);a strategic path of brand experience in entrance,consumption and social interaction is constructed.Conclusion The brand experience design of agricultural products in the digital scene needs to be oriented to consumer demand,and construct a multi-dimensional brand identity,diversified sales channels,taking into account the sensory perception,emotion,thinking,action and related experiences,so as to realize the improvement of brand experience.
关键词
场景/品牌体验设计/数字化/SEMs战略体验模块Key words
scene/brand experience design/digitisation/SEMs引用本文复制引用
出版年
2024
NETL
NSTL
万方数据