全渠道背景下家电品牌可持续营销体验设计策略研究  

RESEARCH ON SUSTAINABLE MARKETING EXPERIENCE DESIGN STRATEGIES FOR HOME APPLIANCE BRANDS IN THE CONTEXT OF OMNI-CHANNEL

作　　者：杜金洋 DU JINYANG

机构地区：[1]江南大学设计学院

出　　处：《设计》2024年第8期118-121,共4页Design

摘　　要：对全渠道背景下家电品牌的可持续营销体验设计方法与创新策略进行探讨。总结家电品牌的可持续营销内涵、消费体验设计发展现状。基于EPI理论模型将可持续营销体验流程进行阶段划分,分析各阶段消费者行为、体验触点与服务内容。归纳出家电消费流程中注重品牌形象引导的消费预期阶段、促进可持续信息传递的消费进程阶段、提升消费者服务体验价值的消费影响阶段的体验特征。提出了在消费预期阶段制造情感化营销话题、消费进程阶段营造可持续消费氛围、消费影响阶段建立反馈式服务支持的体验设计策略。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.

关 键 词：可持续营销 全渠道 品牌价值 消费者感知 体验设计 

分 类 号：TB472[一般工业技术—工业设计]