The Study of Service Design with the Perspective of Cross-Cultural Based on the Advertising Events and the Brand Experience

摘要

With the development and popularization of the new media, both consumers and enterprise awareness and action have changed greatly. The way of information exchanges, interaction and communication between people has also increased a lot. Between people with large data background information, frequent interaction and exchange, consumers do not want to lose in the process of shopping heart more and more be fully released. Therefore, the traditional media (both brand experience and customer communication) is facing more and more challenges. Advertising style is under great change. How contemporary enterprises break the traditional forms of advertising communication, and fulfill the destination of efficient communicate with consumer is one of the hot spot in current academic circle. Through the analyses of the consumption trend changes under the background of new media and communication change, and the discussion of advertising event trend, its connotation and mechanism, and starts from the users' point of view, combined with social media line (O2O) interaction, interactive communication, brand building and customer service design, the study try to help to find something that can increase consumers feeling of achievement and satisfaction, and thus realize the transformation from cognition to action of the customers. Compared with the researches on the typical experience communication service design of Coca Cola, Microsoft brand both at home and abroad, the study found that like other users around the world, Chinese users share the same features: feel boring about the repetition of daily life, willing to escape from their real occupation role, their real role in the family through the fresh experience provided by advertising events. The changes brought by new media including the change of "subject" in the whole advertising communication activities, from the enterprise to the user. The enterprise need to provide customers with the topic, increase customer's participation, regard customers not just as consumers but also as partners, and create profit together. Under this background, this research aimed at how enterprises can enhance the brand communication through events and services design, and pointed out that the new media era enterprise brand experience and communication should value the participation of consumers, from language to truth, from the "flash" to action and accumulation, gradually get the consumers' care and recognition. And in the end, combined with the Shanghai -Yangtze River Delta "industrial design to establish a county (city)" plan, take the four Baoying traditional craft products as an example, the study further elaborated the fulfill of the new way of brand experience and cross cultural communication in the new media era through the advertising event and service design.