新零售驱动下的超市购物服务系统设计策略研究
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摘要
目的通过以用户为中心的服务设计创新体验方式,从服务设计的视角分析传统超市购物服务系统,研究其存在原因、用户行为、接触点、设计点等问题,提出相应的改进措施和解决方案,以提升新零售时代超市用户的购物体验。方法运用服务设计思维方式和方法,以服务设计相关理论为基础,以服务设计的用户旅程地图和服务蓝图为工具,对传统超市购物服务系统进行梳理并分析研究。结论通过研究导致现有超市系统体验不佳的共性问题,提出了新零售驱动下的超市购物服务系统应以提升用户体验为中心的观点,包括以用户为中心的竞争态势个性化服务、数据技术信息的可视优化、消费需求的情感化品牌塑造以及去中心化的消费场景重构等创新设计策略,为解决超市购物的服务系统问题提供新的思考和启示。
The work aims to analyze the traditional supermarket shopping service system from the perspective of service design, study the reasons, user behavior, touch points and design points of the service system, and propose corresponding improvement measures and solutions through the innovative experience mode of user-centered service design, so as to enhance the shopping experience of supermarket users in the era of new retail. By means of the thinking mode and method of service design, based on the relevant theories of service design, the user journey map and service blueprint of service design were used as tools to sort out, analyze and study the traditional supermarket shopping service system. Through studying the common problems that lead to poor experience in the existing supermarket system, the view that the new retail-driven supermarket shopping service system should focus on improving the user experience is put forward, including innovative design strategies such as personalized service of user-centered competitive situation, visual optimization of data and technical information, emotional brand building of consumer demand, and de-centralized reconstruction of consumer scenes, which provide new thinking and enlightenment for solving the service system problems of supermarket shopping.
The work aims to analyze the traditional supermarket shopping service system from the perspective of service design, study the reasons, user behavior, touch points and design points of the service system, and propose corresponding improvement measures and solutions through the innovative experience mode of user-centered service design, so as to enhance the shopping experience of supermarket users in the era of new retail. By means of the thinking mode and method of service design, based on the relevant theories of service design, the user journey map and service blueprint of service design were used as tools to sort out, analyze and study the traditional supermarket shopping service system. Through studying the common problems that lead to poor experience in the existing supermarket system, the view that the new retail-driven supermarket shopping service system should focus on improving the user experience is put forward, including innovative design strategies such as personalized service of user-centered competitive situation, visual optimization of data and technical information, emotional brand building of consumer demand, and de-centralized reconstruction of consumer scenes, which provide new thinking and enlightenment for solving the service system problems of supermarket shopping.
引文
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[2]新华社.中共中央国务院关于推动实体零售创新转型的意见[EB/OL].(2016-11-11)[2018-11-02]. http://www.gov.cn/xinwen/2016-11/11/content_5131239.htm.Xinhua News Agency. Opinions of the Central Committee of the Communist Party of China on Promoting the TransformationofEntityRetailInnovation[EB/OL].(2016-11-11)[2018-11-02].http://www.gov.cn/xinwen/2016-11/11/content_5131239.htm.
[3]王宝义.“新零售”的本质、成因及实践动向[J].中国流通经济, 2017(7):3—11.WANGBao-yi.ResearchontheEssence,Causesand Practice Trends of"New Retail"[J]. China Business and Market, 2017(7):3—11.
[4]张凌浩,倪鸣,贾丽丽.以系统创新为导向的超市服务设计策略研究[J].包装工程, 2014, 35(12):66—69.ZHANG Ling-hao, NI Ming, JIA Li-li. Design Strategy ofSupermarketServiceofSystemInnovation-oriented[J]. Packaging Engineering, 2014, 35(12):66—69.
[5]胡瑜杰.新零售背景下农产品流通现代化升级路径探析[J].商业经济研究, 2018(11):131—133.HU Yu-jie. Analysis on the Path of Modernization and Upgrade of Agricultural Products Circulation under the BackgroundofNewRetail[J].JournalofCommercial Economics, 2018(11):131—133.
[6]MORITZS.ServiceDesign:Practicalaccesstoan Evolving Field[D]. Cologne:K?ln International School of Design, 2005.
[7]何人可,胡莹.服务设计概念衍生阶段的设计模式与策略研究[J].设计, 2015(1):40—49.HERen-ke,HUYing.StudyonDesignPatternand Startegies in Service Ideation[J]. Design, 2015(1):40—49.
[8]赵树梅,徐晓红.“新零售”的含义、模式及发展路径[J].中国流通经济, 2017, 31(5):12—20.ZHAO Shu-mei, XU Xiao-hong. The Meaning,Pattern andDevelopmentPathof"NewRetail"[J].ChinaCirculation Economy, 2017, 31(5):12—20.
[9]XINXiang-yang.StrategicPositioningofExperience Design[C]. UCAN, 2017.
[10]王国胜.服务设计与创新[M].北京:中国建筑工业出版社, 2015.WANG Guo-sheng. Service Design and Innovation[M].Beijing:China Building Industry Press, 2015.
[11]徐鑫亮,于泽卉,孟蕊.新媒体环境下消费者互动、品牌情感与购买行为——基于互动仪式链理论的分析[J].商业研究, 2018(7):24—32.XUXin-liang, YUZe-hui, MENG Rui. Consumers Interaction,BrandAppealandPurchaseBehaviorunder the Milieu of New Media:an Analysis Based on Interaction Ritual Chains[J]. Commercial Research, 2018(7):24—32.
[12]付心仪,刘世霞,徐迎庆.信息可视化的发展与思考[J].装饰, 2017(4):16—19.FUXin-yi,LIUShi-xia,XUYing-qing.Development andThinkingofInformationVisualization[J].Zhuangshi, 2017(4):16—19.
[13]蔡丹红,龚春杨.互联网时代传统产业品牌融合创新的路径探究[J].企业管理, 2016(1):116—118.CAIDan-hong,GONGChun-yang.Researchonthe Path of Integration and Innovation of Traditional IndustryBrandsintheInternetAge[J].EnterpriseManagement, 2016(1):116—118.
[14]商务部流通产业促进中心.《走进零售新时代——深度解读新零售》报告[EB/OL].(2017-09-11)[2018-11-02].http://www.mofcom.gov.cn/article/shangwubangzhu/201709/20170902641772.shtml CirculationIndustryPromotionCenteroftheMinistry of Commerce."Into the New Era of Retailing:In-depth InterpretationofNewRetail"Report[EB/OL].(2017-09-11)[2018-11-02]. http://www.mofcom.gov.cn/article/shangwubangzhu/201709/20170902641772.shtml