Research On Experience Design Strategy Of New-Style Tea Drink Brands On Scenery Theory

With the advent of the experience economy,the meaning of brands to consumers is no longer a simple distinction symbol,but a representative of experience.In this way,the newstyle tea drink is no longer a simple cup of tea,but also represents a way of life.This paper took the new-style tea brand as the research object and summarized related research results of scenery theory and brand experience.The author constructed a brand experience model of new-style tea drink brand and put forward a series of brand experience strategies for newstyle tea drink based on scenery theory.First of all,the author analyzed the research background and current research status of scenery theory and new-style tea drink brand.Besides he clarified the purpose and significance of the research,proposed research methods and framework.Secondly,the author conducted a research summary about brand experience,then put forward the concept of a broad sense of brand experience and brand interactive experience.And then the author discussed the research value that scenery theory involved in brand experience design.Specifically,the value includes the insight of consumers’ need in different scenarios,the enhancement of consumers’ scene-oriented cognition,the guidance of consumer interaction behavior,and the deepening of consumers’ emotions towards the brand.The author preliminary constructed a model of the brand experience elements based on the EEI experience model and the CDJ consumer decision-making process.The components of the brand experience were divided into Brand Expectation,Brand Event,and Brand Influence.The author also clarified the specific contents of each element.In order to explore more specific elements of brand experience,the author used the card sorting method to sort out elements,and he also enumerated some design cases which the scenery theory influences the brand experience elements.The new-style tea brand experience element model was determined based on these studies.After that,the author organized a workshop to verify and adjust the brand experience model.And to clarify the key touch points of the new-style tea drink brand consumption cycle,he also conducted an investigation and made a research about the brand touch points of new-style tea drink.According to the elements of brand experience,the author designed a questionnaire which the questions were from the elements of brand experience to research the demand of consumers.By this way,he collected different demands in different scenes and found some existing problems in new-style tea brand experience.Based on these contents,the author proposed a strategic framework which included attracting consumers as premise,interacting with consumers as an center and providing service for consumers to extend relationship.In the final of the paper,the author used this strategic framework as the core,combined with specific brand experience elements,sorted out and proposed a full-process design strategy for new-style tea drink brand experience.To satisfy consumers’ expectations of the brand,the designers should provide differentiated brand image,insight into the individual needs of consumers and make brand information scene-oriented design.To create a unique brand event,the designers should make design of brand interaction theme,brand interaction process and interaction scene.To establish a long-term interactive relationship with consumers and promote brand influence,the designers should make design of a gamified interactive mechanism,a scenario-based growth system,and a vibrant brand community.The author provided an overall and continuous brand experience design strategy which combined with consumers’ need for the new-style tea drink company through the perspective of the scene.The author hoped that consumers can not only obtain a cup of tea,but also provide them with a unique and long-term new-style tea drink brand experience through design.