新零售背景下家电品牌社会化互动设计

目的对新零售背景下家电品牌社会化互动体验的设计方法与创新策略进行探讨。方法分析目前国内家电品牌的社会化互动现状,以及新零售和体验经济浪潮下传统家电零售服务转型所面临的机遇与挑战,探讨了社会化互动的概念、内涵,及其给家电零售服务带来的启示和思考。在EPI用户体验要素模型的指导下,将家电消费服务流程进行阶段性划分,并对关键阶段的现状和案例进行分析和梳理,对其中互动体验的特征进总结。结论归纳出家电消费服务流程中大数据定位动态需求的信息搜集和了解阶段、口碑塑造品牌印象的选择和决策阶段、体验质量影响品牌黏性的后续反馈阶段3个互动特征,并根据特征的内涵提出了打造以消费者为中心的定制化互动体验、构建基于社会关系的口碑传播、建立有效的互动内容和路径促进用户参与、通过情感连接激发品牌黏性4个策略,将有助于家电品牌零售体验升级并引领新的设计趋势。

Social Interaction Design of Appliance Brand under New Retail Background

The work aims to discuss the design methods and innovation strategies for social interaction of appliance brand under the new retail background.The current situation of Chinese appliance brands’social interaction and the opportunities and challenges for the transformation of traditional appliance retail service under the tide of new retail and experience economy were analyzed.The concept and connotation of social interaction and its enlightenment and reflection on appliance retail service were discussed.Guided by the EPI user experience element model,the appliance consumption service cycle was divided by stages,and the current situation and case of key stages were analyzed and sorted to sum up the characteristics of interaction experience.Three characteristics of interaction experience are summarized,including the information gathering and understanding stage of big data positioning dynamic demand,selection and decision-making stage of word-of-mouth shaped brand impression and follow-up feedback stage of experience quality affecting brand stickiness throughout the appliance consumption service cycle.According to the connotation of these characteristics,four strategies are proposed,such as creating consumer-centered interactive experience,building word-of-mouth communication based on social relations,establishing effective interactive content and paths to facilitate user engagement and inspiring brand stickiness through emotional connections.All of these strategies will help upgrade the retail experience of appliance brands and lead new design trends.