Research On Experience Design Strategy Of Time-honored Pastry Brands In The Context Of Consumption Upgrading

With the continuous improvement of Chinese residents’ income level and the rapid change of consumption concept,the consumption structure of residents is also constantly optimizing and upgrading,from the most basic survival-oriented and material-oriented consumption to development-oriented and experience-oriented consumption.Brand experience,as a unique means to distinguish a brand from its competitors beyond the brand product or service itself,is becoming an important basis for a brand to create consumer perceived value and enhance consumer brand loyalty.Time-honored pastry brands have undergone hundreds of years of development,they contain rich historical and cultural deposits,but in the face of the pressure brought by the market survival competition,they are also urgent to keep up with the pace of the development of the times to upgrade the brand experience in an all-round way,so that the brand to interactive,emotional,personalized direction.However,at present,there are relatively few researches on time-honored pastry brand in academia,so it is of high research value and practical significance to propose design strategies for the experience of time-honored pastry brands in the context of consumption upgrading.This research aims to explore the problems in the current experience of time-honored pastry brands,and to deduce the experience design strategy that integrates the traditional cultural essence of time-honored pastry brands with the consumer characteristics of the new era from the perspective of consumption upgrading,so as to provide theoretical basis and practical path reference for the construction of the experience of time-honored pastry brands.First of all,by analyzing the consumption process of time-honored pastry brands and the driving effect of consumption upgrading on the experience design of time-honored pastry brands,and combining the EEI model,this research summarizes the constituent elements of the time-honored pastry brand experience into "brand attention","brand experience" and "brand influence",and builds an experience design model of time-honored pastry brands on this basis.Then,carries out in-depth research and discussion on the specific content of the three constituent elements through the combination of theoretical elaboration and case analysis.Next,understands the status quo of the experience touch points of time-honored pastry brands and the deep-seated demands of emerging consumer groups by questionnaire,user interview and on-the-spot investigation,and summarizes three experience design strategy directions of time-honored pastry brands: "Brand attention guided by interest attraction";"Brand experience centered on cultural perception";"Brand influence linked by emotional communication".Guided by the above three design strategy directions,this research proposes the experience design strategy of time-honored pastry brands in the context of consumption upgrading from the three experience dimensions of brand attention,brand experience and brand influence,including the following nine points: for the stage of brand attention,"Combining the development of the times,rebuilding brand personality characteristics","Insight into consumer demand,conducting brand product innovation","Integrating marketing resources,strengthening brand information dissemination";for the stage of brand experience,"Creating a space atmosphere,building an all-round cultural artistic conception","Carrying out multiple interactions,creating a participatory cultural experience","Integrating digital technologies,delivering immersive cultural narratives";for the stage of brand influence,"Creating a gaming experience based award mechanism","Creating a growth experience based on membership system","Creating a relationship experience based on content social".It is hoped that this research can provide new ideas and methods for the construction of the experience of time-honored pastry brands.