基于新媒介的新消费特征探析——以美肤品牌Olay为例

An Analysis of New Consumption Characteristics Based on New Media:Taking Olay as an Example

建立在新媒介应用基础之上的新消费,呈现出符号化、场景化、社交化等新的特征。在消费的符号化中,消费行为成为一种意义构建与身份认同的方式,大大满足了消费者的情感需求。在消费的场景化中,直播与短视频营造了新的消费场景,拓展了新的消费空间,使身体在场有了新的实现路径。在消费的社交化中,更加注重共享互动与个性体验,产生了“种草”消费、智能消费、新零售等新的社交化形式。美肤品牌Olay利用短视频、直播、社交媒介、大数据、VR、AR等新媒介,在品牌符号的打造、品牌理念的传播、商品消费渠道、消费场景等方面为消费者带来了更好的消费体验,从“妈妈级产品”成功转型为了年轻消费群体的新宠。

New Consumerism based on the application of new media presents new characteristics such as symbolization,contextualization and socialization.In the symbolization of consumption,consumption behavior becomes a way of constructing meaning and identity,which greatly meets the emotional needs of consumers.In the contextualization of consumption,live broadcast and short video create new consumption contexts,expand new consumption space,and enable the body to have a new realization path.In the socialization of consumption,more attention has been paid to shared interaction and personalized experience,resulting in new forms of socialization such as“Recommendation-acceptance”consumption,intelligent telligent consumption,and new retail mode.Using short video,live broadcast,social media,big data,VR,AR and other new media,Olay has brought better consumption experience to consumers in terms of brand symbol creation,brand concept dissemination,commodity consumption channels,consumption contexts,etc.,and has successfully transformed from“Products for Moms”to a new favorite of young consumers.