發(fā)布時(shí)間：2018-01-30 05:31

  本文關(guān)鍵詞： 品牌網(wǎng)店 信息架構(gòu) 敘事設(shè)計(jì)　出處：《湖南大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：互聯(lián)網(wǎng)的不斷發(fā)展和電子商務(wù)的逐漸成熟,推動(dòng)了電子商務(wù)時(shí)代的全面來(lái)臨。優(yōu)質(zhì)的用戶體驗(yàn)是電子商務(wù)網(wǎng)站成功的基礎(chǔ),其對(duì)消費(fèi)者購(gòu)買行為和購(gòu)買決策具有決定性的影響。然而,由于用戶需求的不斷升級(jí),加之購(gòu)物場(chǎng)景復(fù)雜化,屏幕小尺寸多樣化等多重因素的影響,現(xiàn)有網(wǎng)店用戶體驗(yàn)設(shè)計(jì)難以滿足用戶的多終端購(gòu)物需求。中國(guó)的電子商務(wù)經(jīng)歷了初級(jí)的市場(chǎng)競(jìng)爭(zhēng),正在由價(jià)格競(jìng)爭(zhēng)到升級(jí)到品牌競(jìng)爭(zhēng),未來(lái)整個(gè)行業(yè)將會(huì)出現(xiàn)“無(wú)品牌,不電商”的局面。在這個(gè)產(chǎn)品日益同質(zhì)化,市場(chǎng)競(jìng)爭(zhēng)日益激烈化的時(shí)代,電商企業(yè)想要獲得進(jìn)一步的發(fā)展,贏得市場(chǎng)競(jìng)爭(zhēng),就必須走品牌之路。因此,如何滿足用戶的購(gòu)物體驗(yàn)需求,如何提高電商品牌識(shí)別度,打造具有品牌特征的購(gòu)物體驗(yàn)成了擺在我們面前并存的機(jī)遇和挑戰(zhàn)。為了保證海量展示數(shù)量,提高商品交易速度,現(xiàn)有網(wǎng)店在不同平臺(tái)的信息架構(gòu)設(shè)計(jì)大都采用以效率為導(dǎo)向的設(shè)計(jì)策略。然而這種策略卻面臨來(lái)自用戶購(gòu)物場(chǎng)景多樣化、情感體驗(yàn)需求以及品牌塑造需求、品牌敘事需求等多方面的挑戰(zhàn)。本文對(duì)現(xiàn)有網(wǎng)店信息架構(gòu)設(shè)計(jì)策略進(jìn)行了舉例分析,基于敘事學(xué)相關(guān)理論,提出了品牌網(wǎng)店信息架構(gòu)的敘事化設(shè)計(jì)框架,并在此基礎(chǔ)上,結(jié)合湖南大學(xué)大學(xué)生自主創(chuàng)業(yè)品牌書院九號(hào)微信小店店面改造設(shè)計(jì)案例,介紹了該策略的實(shí)踐過(guò)程和最終成果,并驗(yàn)證了該策略的可行性。本文在理論和實(shí)踐上的創(chuàng)新主要有以下幾個(gè)方面:首先,通過(guò)對(duì)現(xiàn)有網(wǎng)店信息架構(gòu)設(shè)計(jì)的分析,總結(jié)出現(xiàn)有網(wǎng)店信息架構(gòu)以效率為導(dǎo)向的設(shè)計(jì)策略以及該策略所面臨的來(lái)自用戶和品牌的挑戰(zhàn);其次,通過(guò)對(duì)敘事相關(guān)理論的研究,確定了敘事設(shè)計(jì)的三要素模型,同時(shí)總結(jié)出了敘事設(shè)計(jì)賦予品牌以情感化、文化性、認(rèn)同感。此外,基于敘事設(shè)計(jì)理論,以及品牌網(wǎng)店信息架構(gòu)的敘事需求,提出了品牌網(wǎng)店信息架構(gòu)的敘事設(shè)計(jì)框架,為品牌網(wǎng)店信息架構(gòu)設(shè)計(jì)提供了另一種思路;最后,通過(guò)書院九號(hào)微信小店店面改造設(shè)計(jì)案例驗(yàn)證了該框架的可行性,并提出了該框架的廣泛應(yīng)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.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：TP393.092

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