| 丁熊,白雪晶.基于场景构建的生鲜农产品新零售服务创新与设计研究[J].包装工程,2019,40(16):92-100. |
| 基于场景构建的生鲜农产品新零售服务创新与设计研究 |
| Innovation and Design of New Retail Service for Fresh Agricultural Products Based on Scenario Construction |
| 投稿时间：2019-04-19 修订日期：2019-08-20 |
| DOI：10.19554/j.cnki.1001-3563.2019.16.014 |
| 中文关键词: 农产品电商 新零售 服务设计 场景构建 |
| 英文关键词: e-commerce of agricultural products new retail service design scenario construction |
| 基金项目:2016年度广东省本科高校高等教育教学改革项目《基于“服务设计”理念的产品设计教学研究与实践》；国家社会科学基金艺术学一般项目《中外服务设计产业应用的比较研究》（15BG102） |
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| 中文摘要: |
| 目的 在农产品零售方式变革与新零售发展趋势背景下，探讨生鲜农产品电商平台的发展瓶颈和设计创新策略。方法 提出导入服务设计思维和方法，强调流程、环境（场景）、体验和系统的整体创新，以适应新零售模式的需求。以“廿四集”田园市集项目为例，展开基于场景构建的生鲜农产品新零售服务创新与设计实践。结论 将传统的、单一的、纯线上的电商模式，转化为保持既有电商优势、导入文化要素、注重线下体验、加强线上内容创新、强调线上线下融合的“电商+文化+社群”的服务模式，为传统农产品电商转型提供有益参考。 |
| 英文摘要: |
| The work aims to discuss the development bottleneck and design innovation strategy of fresh agricultural products e-commerce platform under the background of agricultural products retail mode reform and new retail development trend. In order to meet the needs of the new retail model, the introduction of service design thinking and methods was put forward and the process, environment (scenario), experience and overall innovation of the system were emphasized. Taking the "JaaSeiZaap" rural market project as an example, the new retail service innovation for fresh agricultural products and design practice based on scenario construction were carried out. The traditional, single, pure online e-commerce model is transformed into the service mode of "e-commerce + culture + community" that keeps existing e-commerce advantage, imports cultural elements, pays attention to offline experience, strengthens the online content innovation and emphasizes online and offline integration, which is a useful reference for the traditional agricultural e-commerce transformation. |
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