新零售生鲜品牌超市门店体验设计研究——以“盒马鲜生”为例  

NEW RETAIL FRESH BRAND SUPERMARKET STORE EXPERIENCE DESIGN RESEARCH—TAKE FRESHIPPO FOR EXAMPLE

作　　者：戴杏文 宣炜[1] DAI XINGWEN;XUAN WEI

机构地区：[1]江南大学设计学院

出　　处：《设计》2022年第23期62-64,共3页Design

摘　　要：从消费者体验视角出发,研究提升消费者对于新零售生鲜品牌超市门店体验的设计方法。通过实地调研盒马鲜生门店,分析其门店体验设计营造方法,提取可延续的设计要点,同时结合消费者问卷和访谈,分析消费者到店购物全流程中可优化的“弱体验”触点,归纳提升新零售模式下的生鲜品牌超市门店体验设计要素。总结了五项提升消费者对于新零售生鲜品牌超市门店体验的设计策略。为新零售模式下的生鲜品牌超市门店体验设计实践提供策略参考。From the perspective of consumer experience,this paper studies the design methods to improve consumers'experience of new retail fresh brand supermarkets.Through on-the-spot investigation Freshippo stores,analysis its stores experience design method to create,to extract can continue the design key points,and combining with the consumer questionnaire and interviews,analysis of consumer to store shopping in the whole process can be optimized"weak experience"contact,raise new retail mode of inductive fresh supermarket stores brand experience design elements.Five design strategies to improve consumers'experience of new retail fresh brand supermarket stores are Summarized.It provides a strategic reference for the experience design practice of fresh supermarket stores under the new retail model.

关 键 词：新零售 生鲜品牌超市 消费者体验 线下门店 盒马鲜生 

分 类 号：J59[艺术—艺术设计]