面向年轻群体酒类消费体验的游戏化设计研究

RESEARCH ON GAMIFICATION DESIGN ORIENTED TO YOUNG PEOPLE'S ALCOHOL CONSUMPTION EXPERIENCE

分析年轻群体对于酒类消费体验的娱乐化需求,深入研究酒类消费游戏化体验的内容构成要素及交互方式,并总结设计策略。引入CUBI体验模型,结合游戏化的四要素梳理酒类消费游戏化体验的内容构成要素和交互方式。提出酒类消费体验的游戏化设计策略,分别是:创造多样性的感官体验(产品层),建立趣味的社交互动机制(服务层),构建沉浸式的品牌酒文化体验(品牌层)。

To analyze the entertainment needs of young groups for alcohol consumption experience,deeply study the content components and interaction methods of alcohol consumption gamification experience,and summarize design strategies.The CUBI experience model was introduced,combined with the four elements of gamification to sort out the content components and interaction methods of the gamified experience of alcohol consumption.The gamification design strategies of alcohol consumption experience are proposed,which are:creating a variety of sensory experiences(product strategy),establishing an interesting social interaction mechanism(service strategy),and building an immersive brand wine cultural experience(brand strategy).