提升体验感的快闪店广告设计研究

RESEARCH ON DESIGN OF POP-UP STORE HOW TO ADVANCE EXPERIENCE

基于体验营销的角度,研究快闪店广告设计的方法,以增加快闪店吸引力,实现广告商、品牌方、受众方三方互利共赢。本文主要采取综合分析法、调查实践法、调查问卷法等研究方法,对关于快闪店设计的文献进行了研究,对受众的快闪店体验需求进行了调查与统计,对网络及成都现有的快闪店设计进行了调研,发现了沉浸性不够、目的性过强、创新性不足三个问题,提出了提升沉浸性、弱化目的性、提升创新性三个方法。通过新兴科技的引入,提升沉浸性;多维度广告联合强化,弱化目的性;设计元素的策略性设置,提升创新性,从而提升快闪店广告设计的体验感与转化率,为广告业拓展发展空间。

In order to analyze the status quo of store advertising design,and summarize the problems of traditional pop-up stores,such as penetration,excessive purpose,and insufficient innovation.Based on the perspective of experience marketing,research methods of pop-up store design,to achieve pop-up stores,advertisers and consumers both satisfied.The methods of advertising design mainly adopt comprehensive analysis method,survey practice method,questionnaire method,etc.,researched literature on pop-up store design,surveyed and surveyed the audience’s pop-up store experience needs,and conducted research on the Internet and The existing pop-up store design in Chengdu has been investigated,and three problems have been discovered:infiltration statistics,excessive purpose,and insufficient innovation.Three methods have been proposed to increase penetration,weaken target,and enhance innovation.Through the introduction of emerging technologies,enhance the infectiousness;multiple advertisements jointly strengthen and weaken the target setting;the strategy of design elements,enhance the innovation,and improve the experience and conversion rate of pop-up store advertising design,provide space for the development and development of the advertising industry.