Research On Experience Design Of Brand Community Under The Background Of New Retail

Driven by the integration of the new retail background,building a continuous and continuity relationship with consumers has gradually become the source of power for the brand’s long-term development.The development of computer technology has provided a guarantee for the cross-platform and cross-terminal interaction of information,and the gap between users,groups and platforms has been cleared.More and more companies have established their own brand community system in order to truly achieve seamless connection with consumers,so that consumers can share effective information and brand value together,and achieve a mutually beneficial pattern.The research on brand community experience design in the context of new retail takes the brand community experience design as the main research object,focusing on analyzing the important value and experience design strategy of the brand community in the context of new retail.First of all,this topic defines the concepts of product experience,customer experience,brand experience,and brand community experience,and combs the experience of the four golden tower relationships.It summarizes the blending of experience from the perspective of consumers.Secondly,the typical cases of the existing brand community are analyzed,and the case analysis method is used to study the cases of foreign brand communities.The analysis summarizes the characteristics of foreign brand community development and the benign development laws of the brand community,including four main stages of start-up,development,maturity,and sustainable development.Then,based on the three elements of the human-centered scene,the design characteristics of the interactive space of the brand community are explored.Among them,the online virtual space takes social media platforms and self-built platforms as the main research objects,and analyzes the design characteristics and interaction focuses of existing community platforms from four aspects: functional structure,information content,behavior interaction,and sensory perception..The real space first summarizes the space problems of traditional physical stores,and then analyzes the space design characteristics in the context of new retail.The key points for designing the interactive space of the brand community.Subsequently,the consumer participation of the brand community was studied.Through questionnaire analysis to understand the current status of community members’ participation,combined with consumers’ touch points of consumer journey,the process of consumer experience in the brand community is divided into three main stages: driving,connecting and co-building,where driving and connecting form a short-term The community participates in the experience stage,and the co-construction forms a long-term community participation experience stage;based on the in-depth interview content,the issue of consumer community participation is explored in depth,paving the way for the output of the design strategy.Finally,this topic proposes a strategy for brand community experience design in the context of new retail.By sorting out the interview content and brand community building issues,and combining the key points of experience design,it proposes a brand community experience integration design strategy under the influence of two dimensions: short-term connection and long-term co-building,which deepens the brand community research and builds brand relationship for the enterprise.Provide theoretical basis and strategic recommendations.