消费直达场景下私域用户体验设计研究

Research on Private Domain User Experience Design in the Direct-to-Consumer Scenario

摘要: 在消费直达模式日益成为品牌突破传统渠道束缚、实现用户中心化运营的当下，对于如何将普通消费者转化为长期品牌用户资产以及品牌与用户长期关系维系方面的体验设计研究仍较为零散。本研究以消费直达模式与用户体验设计的深度融合为核心导向，以品牌私域用户池构建为具体实践场景，系统梳理体验设计、体验运营领域的理论成果与实践方法，结合用户分群与分级触达的运营逻辑，构建消费直达场景下私域用户建设的用户模型，为品牌企业提供兼顾短期运营成效与长期用户资产积累的理论依据与方法支撑。

Abstract: At a time when the direct-to-consumer model is increasingly becoming a way for brands to break free from the constraints of traditional channels and achieve user-centric operations, research on experience design for transforming ordinary consumers into long-term brand user assets and maintaining long-term relationships between brands and users remains relatively scattered. This study takes the deep integration of the direct-to-consumer model and user experience design as the core orientation, and uses the construction of a private user pool for brands as a specific practical scenario. It systematically sorts out theoretical achievements and practical methods in the fields of experience design and experience operations, combines the operational logic of user segmentation and tiered reach, and constructs a user model for private user construction in the direct-to-consumer scenario. This provides theoretical basis and methodological support for brand enterprises to balance short-term operational effectiveness and long-term user asset accumulation.