Research On Interior Design Of Bookstore Operated By Experience Marketing Strategy

The popularization of the Internet has changed People's consumption and reading habits,and the brick-and-mortar Bookstore Industry has gone through two stages of decline and transformation in the past two decades.In the process of transformation,the bookstore operators find a suitable method for the operation of brick-and-mortar bookstores,that is,to operate brick-and-mortar bookstores with the help of experiential marketing strategy.Experience Marketing is a management idea which regards experience as the economic supply of the enterprise.The function of space has changed from selling products to managing the experience of customers,which can bring the customers into play the advantages of the entity space,being one of the main paths in the transformation of brick-and-mortar bookstores.As a space with both humanistic and commercial attributes,the experience of the people in bookstore will be ample,and the transformed bookstore space will bring various experiences to the customers,this has a higher request for the space design.To provide consumers with a unique experience of the space is a way for operator of today's physical bookstore to improve their competitiveness of the way.Thus,How to find the design scheme of physical bookstore with experience as the core is a problem that bookstore designers need to think about.First,the topic from the concept of experience marketing strategy,and its role in the transition period of the physical bookstore space,and find out its corresponding relationship with the space design of each link.Secondly,the subject combines the design of the physical bookstore space with the experience marketing strategy,and gives the design scheme of the physical bookstore space under the experience marketing strategy,including the design concept,design process and implementation principles.Experience Marketing Strategy under the entity bookstore design concept,is the human experience as the core of the design.Before the design of the concrete space,the experience that people will have in the space will be expected to choose,around this experience for consumer behavior and psychological settings and guidance,and then to the concrete space form.Through the functional distribution of space,the design of book display and visual form to complete the setting and guidance of behavioral activities and psychological feelings,and finally form a complete experience.The design process includes taking the objective factors such as the original form of the space,the potential consumers,and the characteristics of the surrounding environment as thepremise,and taking the consumers' experience as the center,divided into two main lines of behavior experience and psychological experience,the design of spatial form is developed.According to the characteristics of the brick-and-mortar Bookstore under the experience marketing strategy,four design principles are put forward:nonconventionality,multi-level,interaction and up-to-date.The innovation of this topic lies in: The space design idea changes from taking the commodity as the center,to take the customer experience as the center,analyzes the customer to the entity Bookstore Experience Anticipation,and it is divided into behavior experience and psychological experience as the basis for further design.Finally,this topic will experience under the marketing strategy of the physical bookstore space design into the experimental design of the Moon-Seeking Bookstore.Starting with the factors such as the environment around the site and the potential customers,this paper studies the customers' experience expectation,and designs through the two main lines of behavior expectation and mood expectation,trying to satisfy the customers' experience expectation of this kind of bookstore,gradually attract more and more potential customers to the bookstore,to become a physical bookstore loyal consumer groups.