面向线下家居零售的移动AR营销应用研究

APPLICATION RESEARCH ON MOBILE AR MARKETING FOR OFFLINE HOME FURNISHING RETAIL

探索移动AR营销在线下家居零售中的应用策略。分析线下家居零售场景的营销现状和问题,总结移动AR营销应用价值和体验特性,运用SOR和消费行为学理论,构建移动AR营销在家居消费中的效用模型。提出移动AR营销在线下家居零售中有关易用性、互动性、沉浸性、有用性四个层面的应用策略。本文提出的应用策略,为传统的家居零售商提供了移动AR营销应用方法和新的营销转型视角。

Explore the application method of mobile AR marketing in offline home furnishing retail.Analyze the marketing status quo and problems of offline home furnishing retail scenes,summarize the application value and experience characteristics of mobile AR marketing,and use SOR and consumer behavior theory to build the utility model of mobile AR marketing in home furnishing consumption.The application strategies of mobile AR marketing in offline home furnishing retail at four levels of ease of use,interactivity,immersion and usefulness are obtained.The application strategies proposed in this paper provide home furnishing retailers with mobile AR marketing application methods and a new perspective of marketing transformation.