Research On Brand Experience Of Smart Home Based On Positioning Theory

With the rapid development of advanced technology such as Internet and cloud computing,and the changing consumers' view,the demand for intelligent life is improving.The smart home industry is booming,and traditional home appliance brands,technology brands and entrepreneurial brands have also entered the smart home market.Simultaneously,the experience economy era makes the smart home products and its brand experience become more valued.It has gradually become a favorable means to create recognition and enhance the competitiveness of the smart home brand.Based on the Positioning Theory,the project studies the brand experience of smart home products,and explores its orientation,service,visual presentation and use process from the perspective of user experience.It provides a theoretical basis and strategy for creating brand value and enhancing brand loyalty for intelligent hardware brand.At the same time,it puts forward more possibilities for user experience in brand strategy research.Firstly,the thesis expounds the definition,current situation and trend of smart home products,and combs the concept,development,application and methodology of Positioning Theory.Then it discusses the importance and feasibility of Positioning Theory in the research of brand experience of mart home,and puts forward the research scope and research method.After that,this thesis selects the intelligent electric rice cooker as the research carrier,to compare and analyze the brand experience,product and service related contacts of six smart rice cooker brands,including Panasonnic,Midea,SUPOR,etc.Then it summarize the different competitive advantages of each brand and the original cause of creating the brand advantage.In the perfect case of theoretical research and brand case analysis,through qualitative and quantitative research,the user type and demand priority are finally determined,the user mental model is constructed,and two typical user images are concluded.Simultaneously,IT classifies and summarizes the problems and the direction of the brand experience of the smart rice cookers.Finally,combining the previous research and the user mental model,this thesis proposes a brand experience hierarchy model of smart home,and outputs the positioning strategy of four aspects:precision,differentiation,perception and emotion of smart home brand based on positioning theory,as well as the corresponding principles of brand experience design in consistency,flexibility,balance and scene.It also proves the practical value of the research method of the smart home brand experience,the brand positioning strategy and the applicability of the experience design principles in the form of workshop.At the end,it summarizes and reflects the research results of this project,and puts forward the direction for further research.