新媒体在奢侈品展示中的应用

The Application of New Media in the Exhibition of Luxury

摘要: 在数字化高度发展的时代，传统媒体开始逐渐被新媒体所取代，并被广泛的应用到日常生活和商业活动当中。我们生活的这个时代正在经历一场质的改变，人们的消费习惯乃至消费的阶层也在随时发生着变化。在数字化浪潮中，传统的实体购物空间，正是因为有不能被替代的购物体验和对消费者产生迷人吸引力的精神层面的附加价值，才能在这个更迭速度极快的时代中生存。奢侈品作为一种带有丰富符号意义的商品，同时具有人文气质和商业气质，而新媒体以其高度渗透式的观看方式以及多元化，多可能性的感官体验对奢侈品又有了新的诠释方式，为其加入了新时代的潮流元素。本文试图探讨在体验式的消费环境中，奢侈品展示空间如何运用新媒体更好的传达品牌理念，深化消费者对于品牌的情感认同，以及在未来的普遍的商业展示中的借鉴意义和发展趋势。

Abstract: In the era of high digital development, traditional media is gradually being replaced by new media, and is widely used in daily life and business activities. The era we live in is undergoing a qualitative change, and people’s consumption habits and even the stratum of consumption are changing at any time. In the digital wave, the traditional physical shopping space is precisely because of the irreplaceable shopping experience and the added value of the spiritual level that has a fascinating appeal to consumers, so it can survive in this era of rapid change. As a kind of goods with rich symbolic meanings, luxury goods have both humanistic and commercial qualities. New media has a new perspective on luxury goods with its highly penetrating viewing methods and diversified, multi-possible sensory experiences. The interpretation method adds a trend element of the new era to it. This article attempts to explore how luxury display space can use new media to better convey the brand concept in an experiential consumer environment, deepen consumer’s emotional recognition of the brand, and use it for reference and development trends in future universal commercial displays.