Internet Brand Building And Design Research Based On User Experience

Internet brands have bid farewell to the period of blowout development and have gradually stabilized.At this stage,users' needs are constantly changing,and users' requirements for brand experience are becoming higher and higher.For Internet brands to achieve long-term success in a severe market environment In order to survive and develop,it is necessary to create an ideal brand that meets the consumer's heart and bring users a better brand experience.The user experience can continue to inj ect vitality into the development of the Internet brand and improve the effectiveness of the Internet brand building.Therefore,it is becoming more and more important to build the Internet brand with the help of the user experience.This paper firstly combs the relevant theories of user experience through literature research,summarizes and summarizes the main content of user experience research,and then summarizes the preliminary framework of user experience elements,and then conducts a qualitative study on the frame content of user experience elements through expert interviews,Enriched the framework of user experience elements,and derived a relatively complete framework of user experience elements.Then,based on the analysis of the existing brand building model,the elements of brand building are extracted,and then the qualitative and quantitative analysis of the extracted elements of brand building is carried out through a questionnaire survey,and the five cores of Internet brand building are obtained Elements:brand positioning,brand personality,brand communication,brand stickiness and brand evaluation.Finally,through the closed card classification method,the relationship between user experience elements and Internet brand building elements was thoroughly studied,and the user experience elements that influenced each stage of Internet brand building were obtained.Based on this,an Internet brand building model based on user experience was proposed.Through in-depth analysis of the model,some strategies for Internet brand construction are obtained,mainly including Internet brand positioning strategies:pain point positioning,multi-level demand integration positioning and virtual scene construction positioning;Internet brand personality strategy:shaping brand personality through brand symbols The external image and brand story make the brand personality more warm,and the online public opinion creates a good social evaluation environment for the brand;Internet brand communication strategy:high-quality content is the foundation of brand communication,shaping a good reputation to achieve internal to external communication And manufacturing hot topic communication;Internet brand user stickiness enhancement strategy:exceeding user expectations to bring surprises to users,enhancing user's emotional experience,stimulating emotional resonance and enhancing the brand's value dimension;Internet brand evaluation strategy:establishing multiple channels for data collection and Scientifically manage Internet brand touchpoints.Then the detailed implementation steps of the proposed Internet brand building strategy are elaborated.Finally,the effectiveness of the proposed Internet brand building strategy based on user experience is verified by Hema Xiansheng,an Internet brand.In addition,the Internet brand encountered many problems and problems during the development process,so that the brand building results did not achieve the expected results.Therefore,the author optimized the building content of the brand according to the proposed building strategy and improved the effectiveness of Hema Xiansheng brand building.