Research On The Service Design Of Museum Cultural And Creative Sales From The Perspective Of New-retail

In recent years,driven by relevant national policies,major museums have scrambled to develop cultural and creative museums.People's consumption psychology and behavior are gradually changing,and they pay more attention to the feelings and experiences in the process of cultural and creative consumption.Even with the rapid integration of new retail concepts and multiple industries,most museums still stick to the traditional store and e-commerce sales services,and seldom carry out corresponding service innovations based on the characteristics of cultural and creative products.Common museum cultural and creative product sales services still confuse cultural and creative products with ordinary products.In this context,for museums with a large number of cultural and creative products,it is necessary to consider how to more accurately fulfill the social responsibility of cultural transmission through related services such as cultural and creative sales,and form a differentiated museum service ecosystem.First,this research combs the concept of new retail theory and the theory,application and development of Multilevel Service Design in detail,and analyzes the existing cultural and creative services of domestic museums.It is found that museums generally provide their own cultural and creative related services in the form of offline experience/specialty stores and online e-commerce,but the perceptible services of online and offline channels are separated from each other.Secondly,the relevant factors of new retail and Multilevel Service Design are analyzed,and it is proved that the three service levels of the Multilevel Service Design theory and the three factors of "people-goods-field" concerned by new retail have corresponding coupling.Then a Multilevel Service Design application model with new retail characteristics is proposed,which covers the multilevel user experience mining steps and the construction tools of the concept layer,system layer and contact layer under the requirements of new scene construction.Then,user research is conducted on Guangdong Provincial Museum by means of user interviews and questionnaire surveys.The multi-level user experience mining steps are used to summarize the user's expected scenarios and needs,and finally form three user portraits,which are the A-type users who purchase cultural and creative products immediately after viewing the exhibition,the B-type users who purchase cultural and creative gifts of museums,and the C-type users who receive cultural of museums.Finally,three principles are put forward for Guangdong Museum: ubiquitous layout and meticulous experience,reasonable integration of multiple channels in the service system,and multi-party co-creation based on information transfer,and design the conceptual layer,system layer and contact layer.The article proposes to build a comprehensive and channel-integrated cultural and creative service system that meets the three core needs of purchase,gift,and creation,while providing related express delivery,blessing,cultural perception and other derivative services.The mobile terminal interface and touch screen interface design corresponding to key service touchpoints are completed,and finally iterative optimization is carried out through heuristic evaluation.Based on the theory of multi-level service design and the characteristics of new retail,this study conducts a design research on the cultural and creative services of museums.On the basis of following the overall service goal—cultural dissemination,it supplements the deficiencies in the research field of museums' cultural and creative services,and also provides a new service for museums' cultural and creative sales services,enabling museums to provide more and more detailed services.function,which can meet the new requirements of users for museum cultural and creative related services under the influence of current new retail.It is hoped that through the results of this research,it will provide ideas for the service iteration of museums that already have a large number of cultural and creative products,and provide reference for the construction of museums' cultural and creative service system under the background of new retail.