| 方兴,蔡明峰.用户体验创新驱动品牌升级的方法研究[J].包装工程,2020,41(16):274-278. |
| 用户体验创新驱动品牌升级的方法研究 |
| Method of User Experience Innovation Driving Brand Upgrade |
| 投稿时间：2020-04-06 修订日期：2020-08-20 |
| DOI：10.19554/j.cnki.1001-3563.2020.16.042 |
| 中文关键词: 用户体验 品牌升级 用户需求 创新 |
| 英文关键词: user experience brand upgrade user demand innovation |
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| 中文摘要: |
| 目的 探索在体验经济时代利用用户体验创新驱动品牌升级的方法与路径。方法 通过探究体验经济的发展和实例，分析用户体验与品牌的内在联系，以及用户体验在品牌发展中不可或缺的作用。同时，通过分析品牌构成，明确用户体验创新驱动品牌升级的可行性，从品牌战略、品牌服务、品牌形象三个层面，深入阐述用户体验创新驱动品牌升级的路径。结论 从用户、产品或服务、环境三个维度出发，在用户体验创新层面，品牌升级可以规划用户体验创新促进品牌战略升级、细分需求促进品牌服务升级、优化设计促进品牌形象升级三条路径。同时，企业可以通过创造需求为品牌注入创新基因、沉浸式体验设计，从而提升服务品质、体验结果设计、建设品牌生态链三个方法驱动品牌升级，保证企业长远健康发展。 |
| 英文摘要: |
| The work aims to explore the ways and paths of using user experience innovation to drive brand upgrade in the experience economy era. By exploring the development and examples of the experience economy, the intrinsic relationship between user experience and brand and the indispensable role of user experience in brand development were analyzed. At the same time, by analyzing the brand composition, the feasibility of the user experience innovation driving the brand upgrade was defined. From the three aspects of brand strategy, brand service and brand image, the path of user experience innovation to drive brand upgrade was deeply expounded. Starting from the three dimensions of user, product or service and environment, brand upgrade can be planned in the user experience innovation level by plan user experience innovation promoting brand strategy upgrade, segment demand promoting brand service upgrade and optimized design promoting brand image upgrade. At the same time, enterprises can inject innovative genes and immersive experience design into the brand by creating demands, to improve service quality, experience result design and build the brand ecological chain to drive brand upgrade to ensure the long-term healthy development of the enterprises. |
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