Research On Fragrance Brand Experience Design For Generation Z Consumers

Generation Z is academically defined as a generation born between 1995 and 2009,and also refers to a young group with obvious Internet characteristics.Generation Z consumers are obviously different from any generation before digitalization from consumption entrance,information collection to consumption decision-making.Their research on consumption trends and experience needs has become the research object of many brands.Enterprises need to rely on their strong consumption capabilities and circle traffic to achieve future-oriented market upgrades.At the same time,the development of digital technology has accelerated the integration of online and offline consumption experience scenes.For traditional fragrance brands that rely on offline experience,it is necessary to grasp the new trend of digital scene integration and upgrade brand experience design.The service experience realizes the online and offline conversion of consumption traffic,and retains the attention of young people of Generation Z.In this context,this research starts from the perspective of experience design,takes the fragrance brand experience as the starting point to study the consumer behavior of "Z generation",and intervenes in the research of scene theory to construct a fragrance brand experience design strategy that conforms to the consumption characteristics of Z generation.Provide a theoretical basis for the brand to grasp the future high-potential consumer groups and reshape and transform the brand image.This research first sorts out the research perspective of "Generation Z" consumers and consumption behavior,relevant literature on brand experience design,and research on scene theory,and uses the SICAS consumer behavior model to organize and analyze the brand experience contacts and behaviors of "Generation Z".The composition elements of Generation Z scenes and the deconstruction of fragrance brand cases have established the path of scene-based brand experience design.Then,through desktop research on the development history of fragrance brands and Netease Yanxuan brand,the pain points and shortcomings of brand experience were summarized.Combining the qualitative research of in-depth interviews with target fragrance users and the quantitative research of experience questionnaires,data verification is carried out on the experience dimension of the design path,and the elements of fragrance brand experience are sorted out,and the direction of brand experience design with practical significance is summarized.This research first sorts out the research perspective of "Generation Z" consumers and consumption behavior,relevant literature on brand experience design,and research on scene theory,and uses the SICAS consumer behavior model to organize and analyze the brand experience contacts and behaviors of "Generation Z".The composition elements of Generation Z scenes and the deconstruction of fragrance brand cases have established the path of scene-based brand experience design.Then,through desktop research on the development history of fragrance brands and Netease Yanxuan brand,the pain points and shortcomings of brand experience were summarized.Combining the qualitative research of in-depth interviews with target fragrance users and the quantitative research of experience questionnaires,data verification is carried out on the experience dimension of the design path,and the elements of fragrance brand experience are sorted out,and the direction of brand experience design with practical significance is summarized.