Research On Service Design Of Liquor Industry Based On SICAS Consumer Behavior Model

The traditional liquor industry mainly focuses on the management and opening up of sales channels,and the relationship and connection with users are not deep.The advent of the Internet and social media era not only changes the marketing communication environment and media methods of the liquor industry,but also heralds the advent of a new era of socialization characterized by interaction,entertainment and experience.The traditional liquor industry is facing a crisis,but also facing an opportunity.This study takes the user’s liquor SICAS consumption behavior as the core,and constructs a "One and More" liquor industry business model in the liquor industry,with the purpose of helping the liquor industry re-examine the resources and value of the brand from the overall and systematic perspective,so as to enhance or reshape the user’s consumption experience.This paper first summarizes the background of service design that the liquor industry needs to pay attention to,and conducts a detailed study and analysis of the concept and content of the liquor industry,liquor industry service design,SICAS consumer behavior model,and through three liquor industry innovation case studies,explores how the combination of liquor industry and service design promotes experience innovation and value innovation.Based on the above research,a detailed analysis of the service system of the liquor industry is carried out,focusing on the liquor demand of users in the Internet era,the requirements and key contact points of the mapping of the SICAS user consumption behavior model in the liquor industry service system,and the service blueprint and design points of the liquor industry are summarized.Based on the above analysis,the user’s liquor SICAS consumption behavior was further investigated,and its consumption path was summarized through quantitative data analysis,and the five stages of user behavior were extracted into five services,which were push information,topic creation,response to users,optimization experience,and word-of-mouth communication,so as to build a design strategy for the liquor industry service system.Finally,xi’an distillery was taken as a practical project,and the specific content of its commercial operation model was clarified according to the service design strategy of the liquor industry,which was displayed in the form of the digital product "Xi’an Taste" APP.The results show that the application of service design thinking and methods to the liquor industry can provide users with a diversified and convenient liquor consumption experience,and at the same time enhance the commercial value of the liquor industry.The service design strategy of the liquor industry using service design guided by the SICAS consumer behavior model can help the liquor industry achieve the integration of business value,product experience and service model,thereby enhancing user recognition and satisfaction with the liquor industry.In addition,the product is not the only focus of the liquor industry to shape the brand value,its business model should also be from the traditional management,manufacturing,promotion strategy to the user behavior-led service model,the commercial operation model should be more set display,sales,content,interaction,entertainment,service and other experiences in one.