摘要
目的为包装数字化转型提供游戏思维设计策略。方法在数字经济时代背景下应用游戏思维理论来拓展包装功能的边界,基于心理学自我决定论原理将包装商业价值与消费者驱动力的内核层次相结合,使用象限分析法以网络技术与电子技术为数字技术的两极,对28个案例进行分析,得到数字化包装中游戏思维属性分布区域图,建立学习类和社交类2种设计策略流程图。使用雷达图分析法得出2种策略模式与消费者驱动力的匹配关系。结论游戏思维的数字化包装设计思路以满足用户的心理动机和本质诉求为目的,设计程序以明确的目标为导向,综合调动包装的各个构成组件并与数字技术相结合,从而推动用户行为,通过使人兴奋的目标、限制性的规则和及时的反馈形成闭环路径,有效引导消费者与包装之间的互动流程,消费者在满足个人驱动力的愉悦体验中达成了与企业的价值共创。
This paper aims to provide game thinking design strategy for packaging digital transformation.Under the background of digital economy era,game thinking theory is applied to expand the boundary of packaging function.Based on the principle of psychological self determinism,the core level of packaging business value and consumer driving force are connected together.The quadrant analysis method is used to analyze 28 cases with network technology and electronic technology as the two poles of digital technology.Hence,the distribution area diagram of game thinking attribute in digital packaging is obtained and the establishment of two kinds,including learning and social contact,of design strategy flow charts.The matching relationship between the two said strategies and the consumer driving force is obtained by using the analysis method of radar chart.The digital packaging design idea of game thinking gives priority to the psychological motivation and essential demands of users.The design program is oriented by a clear goal,and thus comprehensively mobilizes all components of packaging in combination of digital technology to promote user behavior.Besides,a closed-loop path is formed through exciting goals,restrictive rules and timely feedback to effectively guide the interactive process between consumers and packaging.Therefore,consumers can achieve the value co-creation with enterprises in satisfying the pleasant experience of personal driving force.
作者
王佳
WANG Jia(Capital Normal University,Beijing 100048,China)
出处
《包装工程》
CAS
北大核心
2022年第14期229-237,共9页
Packaging Engineering
关键词
游戏思维
数字化包装
驱动力
商业价值
游戏元件
包装组件
game thinking
digital packaging
design strategy
driving force
business value
game components
packaging components
