SI Design Of The Restaurant Chain Industry Based On Consumer Experience

SI (Shop Identity) is a system of terminal identity design,it emerges as times require for the rapid development of catering chain industry, and it’s one of the companies’ strategies to meet the market demand. It contains not only all of the design considerations of single store, but also the contents of a huge system of corporate identity, including brand positioning, the image of brand philosophy and marketing strategy. Start with the analysis of consumers increasingly demand of experience under the background of the experience economy, this thesis proposes that SI design should be designed based on the theories of experience consumption.As an example,the SI design of catering chain industry is researched in this thesis.Firstly, Based on the summary of existing literature on the consumer experience and SI design, this thesis analyzes that experience consumers have the psychological needs for self-actualization, middle-class, office lady and young people.are the three typical types of experience consumer groups, and, SI design has a close relationship with brand image and has important significance to it. Based on analysis above, the significance and design principles of SI design of catering chain industry have been researched. And,Schmidt’s SEM strategy module can be used as a guide of the planning and designing of the SI design based on experience consumption, it means that we should find the methods of SI design in five area:sense,feeling,thinking,action and relate experience. Finally, the results above are verified by the SI design project of Mangoo dessert chain store.