品牌网店信息架构的叙事设计研究

发布时间：2018-01-30 05:31

本文关键词： 品牌网店信息架构叙事设计　出处：《湖南大学》2015年硕士论文　论文类型：学位论文

【摘要】：互联网的不断发展和电子商务的逐渐成熟,推动了电子商务时代的全面来临。优质的用户体验是电子商务网站成功的基础,其对消费者购买行为和购买决策具有决定性的影响。然而,由于用户需求的不断升级,加之购物场景复杂化,屏幕小尺寸多样化等多重因素的影响,现有网店用户体验设计难以满足用户的多终端购物需求。中国的电子商务经历了初级的市场竞争,正在由价格竞争到升级到品牌竞争,未来整个行业将会出现“无品牌,不电商”的局面。在这个产品日益同质化,市场竞争日益激烈化的时代,电商企业想要获得进一步的发展,赢得市场竞争,就必须走品牌之路。因此,如何满足用户的购物体验需求,如何提高电商品牌识别度,打造具有品牌特征的购物体验成了摆在我们面前并存的机遇和挑战。为了保证海量展示数量,提高商品交易速度,现有网店在不同平台的信息架构设计大都采用以效率为导向的设计策略。然而这种策略却面临来自用户购物场景多样化、情感体验需求以及品牌塑造需求、品牌叙事需求等多方面的挑战。本文对现有网店信息架构设计策略进行了举例分析,基于叙事学相关理论,提出了品牌网店信息架构的叙事化设计框架,并在此基础上,结合湖南大学大学生自主创业品牌书院九号微信小店店面改造设计案例,介绍了该策略的实践过程和最终成果,并验证了该策略的可行性。本文在理论和实践上的创新主要有以下几个方面:首先,通过对现有网店信息架构设计的分析,总结出现有网店信息架构以效率为导向的设计策略以及该策略所面临的来自用户和品牌的挑战;其次,通过对叙事相关理论的研究,确定了叙事设计的三要素模型,同时总结出了叙事设计赋予品牌以情感化、文化性、认同感。此外,基于叙事设计理论,以及品牌网店信息架构的叙事需求,提出了品牌网店信息架构的叙事设计框架,为品牌网店信息架构设计提供了另一种思路;最后,通过书院九号微信小店店面改造设计案例验证了该框架的可行性,并提出了该框架的广泛应性。
[Abstract]:The continuous development of the Internet and the gradual maturity of e-commerce, promote the advent of the e-commerce era. High quality user experience is the basis for the success of e-commerce websites. It has a decisive impact on consumer purchase behavior and purchase decision. However, due to the continuous upgrading of user demand, coupled with the complexity of the shopping scene, screen size diversification and other factors. The current design of online store user experience is difficult to meet the user's multi-terminal shopping needs. China's e-commerce has experienced a primary market competition, is upgrading from price competition to brand competition. In the future, the whole industry will have the situation of "no brand, no electronic commerce". In the era of product homogeneity and increasingly fierce market competition, e-commerce enterprises want to obtain further development and win market competition. Therefore, how to meet the needs of the user's shopping experience, how to improve the identification of electric goods brand. To create a shopping experience with brand characteristics has become an opportunity and a challenge in front of us. In order to ensure a large number of displays and improve the speed of commodity trading. The existing online stores in different platforms of information architecture design mostly adopt an efficiency oriented design strategy. However, this strategy is faced with a variety of user shopping scenarios, emotional experience needs and brand building needs. Brand narrative needs and other challenges. This paper gives an example of the existing online store information architecture design strategy, based on narratology related theory, put forward the brand online store information architecture narrative design framework. And on this basis, combined with Hunan University college students' self-starting brand No. 9 WeChin small store store reconstruction design case, introduced the practice process and final results of the strategy. And verify the feasibility of the strategy. This paper in theory and practice of innovation mainly in the following aspects: first, through the analysis of the existing online store information architecture design. Summarize the efficiency oriented design strategy of online store information architecture and the challenges from users and brands faced by this strategy; Secondly, through the research of the narrative theory, it determines the three elements model of narrative design, and sums up the narrative design to give brand emotional, cultural, identity. In addition, based on narrative design theory. As well as the narrative demand of brand online store information structure, this paper puts forward the narrative design framework of brand online store information structure, which provides another way of thinking for brand online store information architecture design. Finally, the feasibility of the framework is verified by the design case of store reconstruction of WeChat store no. 9, and the wide adaptability of the framework is put forward.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：TP393.092

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