Research On Brand Experience Design Of Wulo Silk Scarf From The Perspective Of Culture

China’s cultural industry has developed rapidly in recent years,and the state has vigorously supported intangible cultural heritage projects.As country’s intangible cultural heritage,Wu Lo is facing difficulties in inheritance、low popularity、and inability to integrate into modern society.In the era of experience economy,consumers’ demand for products has also been upgraded from the material needs to spiritual and cultural needs.This article takes the brand experience as the guiding theory,in order to help the intangible cultural heritage Wulo brand establish a brand experience strategy that adapts to the current market demand,so that the public can experience Wulo brand from a new perspective.Provide support for the cultural heritage and commercial development of the Wulo brand.This study intervenes in brand experience strategies from a cultural perspective.Based on the combing of related theoretical literature on brand culture、brand experience and silk scarf art design.this paper starts to think about cultural intervention in silk scarf brand experience: combining brand culture composition level and brand experience theory of Oswald to provide brand experience strategy Progressive theoretical direction;refine the dimension of brand experience according to Schmitt’s five-dimensional model of brand experience.On this basis,conduct in-depth research on the excellent silk scarf brand experience cases,and insight into the key points of silk scarf brand experience strategies from the two directions : brand experience touchpoints and brand experience dimensions.Then,through brand research and target user research,it summarizes the opportunities of Wulo’s brand experience strategy,and proposes the model and design steps of Wulo’s brand experience strategy.The core of the brand experience is the brand product.This research takes Wulo brand silk scarf as the core,and according to Wulo silk scarf brand experience model and research results,plans Wulo brand experience.Extract brand culture and social cultural factors,and put them into the design of brand identification touchpoints,silk scarves product touchpoints,packaging material touchpoints,communication channel touchpoints and environmental space touchpoints.The strategic results bring consumers a multi-dimensional progressive Wulo brand experience from sensory experience to cultural experience、emotional experience,and then to thinking experience、social experience.And carry out evaluation to verify the effectiveness of the design.This paper aims to help the intangible cultural heritage Wu Lo adapt to the market demand of the current society,by researching the brand experience design strategy.Contribute a new idea to the revival of traditional Chinese culture.