Research On New Retail Brand Image Characteristics And Communication Path Based On Experience Design

The advent of the experience economy era is driving the continuous upgrading of consumption.Traditional retail brands have been unable to meet people's increasing demand for high-quality,heterogeneous,and experiential consumption.The opening of the new retail model provides consumers with a deeper and comprehensive brand experience.At the same time,it also promotes the transformation of the brand's development model and path.This article takes the perspective of experience design as the basis for researching new retail brands,not only can systematically sort out its development path,but also provide guidance for the future development of the brand.Based on the theory of brand image recognition,marketing theory,and communication theory,this paper uses the hierarchical experience value structure dimension of experience design to study the image characteristics and promotion strategies of new retail brands based on consumer needs,and through the analysis and summary of excellent cases,the three-level image characteristics of integrated visual image,humanized psychological image,and leading cultural image are obtained.Combined with the Dentsu honeycomb model,a brand image recognition model for new retail brands is created;By refining the characteristics of precise positioning,all-platform promotion,omni-channel opening up,content-based output,interactive social interaction,word-of-mouth construction,and cross-border cooperation in the process of brand promotion,a comprehensive and progressive promotion strategy from positioning to media to content to relationships has been formed,and it provides reference for the upgrading of retail brands.On this basis,the new retail brand creatively proposed the relationship communication with "people" as the core,the content communication with "goods" as the basis,and the experience communication with the "field" as the link,forming three communication path to systematically guide the sustainable development of the new retail brand in the future.