디지털융복합연구 (Journal of Digital Convergence)

  • 제19권6호
  • /
  • Pages.343-353
  • /
  • 2021
  • /
  • 2713-6434(pISSN)
  • /
  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
권호 표지
DOI QR코드

DOI QR Code

새 소매 모델 방식에서의 사용자 경험 연구: 에스티로더 팝업스토어에서 인터랙티브 마케팅을 예로 들어보자

Research on User Experience Under the New Retailing Mode: Using the interactive marketing mode of the Estee Lauder POP-UP store as an example

  • 양남 (국민대학교 테크노디자인전문대학원 경험디자인학과) ;
  • 반영환 (국민대학교 테크노디자인전문대학원 경험디자인학과)
  • Liang, Lan (Dept. of Experience Design, Techno Design, Kookmin University) ;
  • Pan, Young-Hwan (Dept. of Experience Design, Techno Design, Kookmin University)
  • 투고 : 2021.05.05
  • 심사 : 2021.06.20
  • 발행 : 2021.06.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

중국의 뷰티 팝업숍 서비스는 이미 전성기발전시기에 들어섰다. 본 연구는 중국 에스티로더 팝업샵을 예를 들어 새 소매모델하에서의 뷰티샵 인터랙티브 마케팅방식에서의 사용자 체험을 기초로 일종의 온라인과 오프라인을 융합하는 시스템 인터랙티브 디자인 과정을 세우고 기업이 마케팅 서비스의 지속가능한 발전을 이루도록 돕는다. 이 목적을 달성하기 위해 본 연구에서는 설문조사와 인터뷰 조사로 사용자 체험의 핵심 요소를 조사하고 고객 여정 지도를 이용해 사용자의 통증점 (접촉점)을 확인하고 새 시스템 흐름의 디자인을 완성한다. 실험검증을 통해 이 과정은 디자이너들에게 새로운 시각을 제공한다. 비교적 높은 시효성과 실용성을 가지고 있고 또한 오프라인 소매와 온라인소매의 협동 최적화와 업그레이드를 촉진하여 기타 기업에 팝업스토어 써비스의 이론지지와 실천적의거를 제공해준다.

The beauty industry of China POP-UP store service, has entered the peak development period. This paper takes China Estee Lauder POP-UP store as an example, based on the user experience of interactive marketing mode in Beauty POP-UP store under the new retailing model. The paper aims to establish a system interaction design process integrating online and offline to help enterprises complete the sustainable development of marketing services. To achieve this goal, this study uses questionnaires to investigate the key elements of user experience, customer journey map to determine the user pain points, and completes the design of the new system process. This process can provide designers with a new perspective through experimental verification, with high timeliness and practicability. It also promotes the collaborative optimisation and upgrading of physical retail and online retail and provides theoretical support and practical basis for other enterprises.

키워드

참고문헌

  1. H. Y. Huang & F. X. Zhang. (2019).Current situation analysis and Strategy Research of Pop-up store under new marketing. New marketing. 46-47.
  2. T. Wang & L. Xu. (2002). Development and integration of new marketing theory.Commercial economy and management. 20-23.
  3. Z. Y. Lin, Y. Ge & W. B. Bao. (2017). The "New Retail" in the Light of the Strategic Cooperation between Alibaba Group and Bailian Group". China business and market. 31(3), 124-128. DOI:10.14089/j.cnki.cn11-3664/f.2017.03.014
  4. W. Zuo & A. Yang. (2020). Research on service design of community unmanned store from the perspective of new retailing.Idea&Design, 25-33.
  5. Y. Q. Zuo. (2019). Pop-up store wins the popular C position under new retailing business model ; New industrial economics. 72-75
  6. Q. Qian. (2019). 2019 Smart retail ing TOP100: Internet Weekly, 32-35.
  7. Tencent fashion. (2020). Estee Lauder's new seventh generation small brown bottle comes on the market. https://fashion.qq.com/a/20200721/016821.html
  8. Y. C. Dong. (2018). New retailing: Online + offline + Logistics ; Beijing ; Tsinghua University Press
  9. L. Y. Wu, J. S. Han & H. H Kim. (2019). Review of the Research & Development of "New Retailing" Journal of the Korea Convergence Society, 10(6), 15-24. https://doi.org/10.15207/JKCS.2019.10.6.015
  10. Y. Lu. POP-UP Store-New consumption scenario. Fashion Beijing, 80-83.
  11. Ruiyide. (2018). POP-UP Retail in China. 01-02.
  12. Y. Yang & F. Z. Wu. (2018). Innovation and practice of Pop-up Bookstore under the background of new retailing.Publishing research.
  13. Kuang Liu. (2018). Pintu-Business Review. Good-looking is also a strength. https://www.pintu360.com/a56182.html
  14. Industry channel. (2020). Analysis on the development status and future development prospect of China's beauty industry in 2020. https://www.chyxx.com/industry/202003/840472.html
  15. Yibang Power Research Institute. (2018). Under the new retailing outlet, the future of China's beauty industry has come. Chinese cosmetics. 100-103.
  16. Z. C. Song, H. Chen & L. Bi. (2018). Research on user experience design in new retail industry. Industry/concern thinking, 82-83.