| With the rapid development of the new energy industry,more people tend to choose new energy vehicles.However,due to the lack of intuitive understanding of the new technology,it is difficult for users to choose between buying traditional vehicles and new energy vehicles.With the development of Internet technology,online experiential marketing of new energy vehicles has gradually become the interactive communication mode that consumer groups tend to and rely on.At the same time,in this process,consumers’ cognition and purchase intention of new energy vehicle brands will continue to change.This topic first studies the relevant theories and basic models of situational cognition and experiential marketing,takes the five dimensions of strategic experience as the external stimulus marketing method,and concludes that there is a mutually promoting relationship between the situational cognition process,situational type and strategic experience dimension in the process of consumers participating in online experiential marketing,which lays a theoretical foundation for the subsequent research.Secondly,it studies competing products and users’ demands,conducts quantitative and qualitative analysis based on internal and external situational types and factors after targeting target users,and sorts out the experience demand elements involved in the new energy experiential marketing platform under different experience processes.Then,the experience demand elements are summarized into five strategic experience dimensions.In this way,the user experience factor model of new energy online experience marketing is constructed.Combined with the multi-level analysis method,the weight of each experience influence factor in the evaluation of new energy target user experience is obtained,and the design focus is clarified.Based on the situational cognition theory,the design direction and design strategy of the new energy experience marketing platform under the communication situation,purchase situation and use situation are proposed.Finally,the design strategy is applied in specific design practice,the product objectives,main functions and overall structure are constructed,and the new energy experiential marketing platform is designed to meet the experience and perception needs of consumers and improve their cognition.The usability test is used to evaluate it,thus verifying the feasibility of the design scheme. |
