Research on Agricultural Brand Experience Design from the Scene Perspective-Taking"Sweet Potato Commune"as an Example
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.