RESEARCH ON SUSTAINABLE MARKETING EXPERIENCE DESIGN STRATEGIES FOR HOME APPLIANCE BRANDS IN THE CONTEXT OF OMNI-CHANNEL
To explore the sustainable marketing experience design methods and innovation strategies of home appliance brands in the context of omni-channel.To summarize the connotation of sustainable marketing and the current situation of consumer experience design development for home appliance brands.Based on the EPI theory model,the sustainable marketing experience process was divided into stages,and consumer behavior,experience touchpoints and service content were analyzed at each stage.The experience characteristics of the consumer expectation stage,which focuses on brand image guidance,the consumer process stage,which promotes sustainable information transfer,and the consumer impact stage,which enhances the value of consumer service experience,are summarized in the home appliance consumption process.The experience design strategies of creating emotional marketing topics in the consumption expectation stage,creating a sustainable consumption atmosphere in the consumption process stage,and establishing feedback service support in the consumption impact stage are proposed.
万方数据
维普
