老乡鸡北京农场旗舰店体验式设计策略研究

A Case Study of the Experiential Design-driven Upgrading Strategy for Catering Brands

在体验经济时代,消费者更加注重品牌的内在文化和情感表达,对餐饮品牌转型升级提出更高要求。从体验式设计视角出发,以老乡鸡北京农场旗舰店为例,从感觉体验、行为体验、关联体验、情感体验四个方面分析老乡鸡提升顾客品牌体验的设计策略,认为餐饮品牌体验升级需以良好的感官体验吸引消费者关注,以全方位的消费者行动体验传递品牌理念,以真挚的情感体验培养品牌追随者。通过分析研究以期对餐饮企业品牌升级提供一些新思路。

From the perspective of experiential design,the brand of“Home Original Chicken”is studied.The flagship farm store of Home Original Chicken in Beijing is taken for a case study to analyze strategies to improve customers’consumption experiences and upgrading strategy for catering brands from perspectives of visual design,innovation of consumption modes,immersive experiences in characteristic theme space,the adoption of the symbol of domestic chicken,consumers participatory design and corporate image shaping.