Study And Design Practice On Xiang-home Cultural And Creative E-commerce Website Platform

In the new "Internet +" development formats,the Internet Thinking provides both a good platform and unlimited opportunities for the development of cultural and creative industries.Because of the increasingly homogeneous goods and complex competition in the currently market,the creation,production and sales patterns of cultural and creative industries need to be innovated.China's e-commerce has experienced the initial stage of market competition,and now it ushered in the wave of consumer upgrades."Agreeing with the economy" model has been opened,people's needs promoted from survival to operating and enjoying life.The traditional e-commerce development tends to be stable,the content e-commerce generous growth with brands trying to out of the giant platform and build their own content e-commerce platform.Based on the cultural innovation and social practice,this paper has reflection and practice on the topic of Xiang-Home cultural and creative e-commerce website,which mainly focus on the content e-commerce in the following aspacts:1.Highlight the presentation of content as the starting point,combine with actual content activities,and redesign the framework of logic,vision and business model;2.Create a story with a deep cultural experience,cultivate consumer identity,so as to promote cultural consumption.This paper firstly discusses the current changes of the e-commerce model from product-oriented to content-oriented,and analyzes the positive impact of e-commerce reform on cultural and creative industry.Through the analysis of consumer behavior and the analysis of cultural and creative e-commerce case,the conclusion of this paper is that the design of the website should focus on how to convey the cultural connotation and humanistic spirit through the content,and its website design should focus on how to guide users to read content rather than directly to the transaction.In the practical part,this paper elaborated the background of Xiang-Home cultural and creative e-commerce,that is,all the output comes from the NewChannel design and social innovation project,and these output have been classified systematically by the author.This paper also analyzed the target users of Xiang-Home website,and then combined offline activities to build a comprehensive business model and define the function requirements.On the basis of these,the author puts forward the core design strategy:1.Linking the content,connecting the online and offline,cultivating the identity;2.Redesign the logic and information structure,content form and visual and dynamic effect of the Xiang-Home website.Through the application,this paper validate the feasibility of the content-oriented mode in the Xiang-Home e-commerce.At the end of this paper,the author summarizes the problems in the research and design practice,and puts forward the ideas and prospects for the future diversity of the content e-commerce.