新型零售空间的品牌化研究

Research on Branding of New Retail Space

随着科技发展,中国互联网产业的兴起,消费者的购物习惯已经由线下转移到了线上,线下实体门店的经营举步维艰,如何打造品牌化的新型零售空间,吸引消费者到实体店消费成为问题的关键。相比线上购物的简单便捷,线下实体零售空间能够带给客户真实的试用体验,客户对商品可以拥有更直观地了解,品牌化的空间设计也可以帮助企业输出更多的品牌文化,为企业创造更好展示自己的机会。在这种背景下,重体验、重服务、重展示的品牌化空间作为一种新型零售店模式逐渐成为设计主流。通过阐释空间品牌化的概念,分析体验式消费模式与品牌化新零售空间二者的关系,并结合实际成功案例分析,为新型零售空间的品牌化设计研究提供参考。

With the development of science and technology and the rise of China's Internet industry,consumers'shopping habits have shifted from offline to online,the operation of offline physical stores is difficult,how to create a new branded retail space,to attract consumers to the physical store consumption has become the key to the problem.Compared with the simplicity and convenience of online shopping,the offline physical retail space can bring customers a real trial experience,and customers can have a more intuitive understanding of the goods.The branded space design can also help enterprises to export more brand culture and create better opportunities for enterprises to show themselves.In this context,the brand space,which emphasizes experience,service and display,as a new retail store model,has gradually become the mainstream of design.By explaining the concept of space branding,analyzing the relationship between the experiential consumption mode and the branded new retail space,and combining with the actual successful case analysis,it provides reference for the brand design research of the new retail space.