沉浸媒介视域下的零售空间设计策略探析

Analysis on Retail Space Design Strategies from the Perspective of Immersive Media

本文从媒介特征、传播模式、传播效果三方面剖析沉浸媒介的特点,旨在挖掘其在零售空间中的应用潜力,探究沉浸媒介视域下的零售空间设计策略。沉浸媒介通过改变零售主体与消费者的沟通方式进而改变商业价值的创造方法,引领着零售空间设计新趋势。沉浸媒介视域下的零售空间设计策略围绕交互体验,从动态设计、感官设计,娱乐设计、叙事设计、共情设计和智能设计六方面着手,从“静态”向“动态”转变,增强品牌营销的传播效益,提升消费体验的功能性、享乐性、象征性、情感性价值。

This study analyzes immersive media from three aspects:media characteristics,communication paradigms and effects.It aims to discover the potential application of immersive media in retail space and explore retail space design strategies from the perspective of immersive media.Immersive media drives innovations in commercial value creation and retail space design by changing communication models between retailers and consumers.From the perspective of immersive media,retail space design strategies should be centered on interactive experience and focus on five aspects:dynamic design,sensory design,entertainment design,narrative design,empathic design and intelligent design.It shifts static design thinking to dynamic design thinking,so as to improve the communication effects of brand marketing and enhance the functional,hedonistic,symbolic,emotional value of consumer experience.