互动仪式链视角下运动健身品牌社群体验设计研究OA

From the perspective of interactive ritual chain theory,discuss the interactive behavior and emotional construction process of sports and fitness brand communities,clarify the nature of interaction among members of sports and fitness brand communities,and summarize the sports and fitness brand community experience models and design strategies for sports and fitness.Provide guidance for brand community experience design practice.Adopting methods such as theoretical deduction and case analysis,this paper conducts research on the community experience of sports and fitness brands in stages,and uses experience design methods combined with the theory of interactive ritual chains to explore the components and experience design elements of the interactive ritual chains of sports and fitness brand communities.Construct the IPI model of sports and fitness brand community experience design,and propose the strategy of sports and fitness brand community experience design,lifestyle,popular trends,and community culture.Establishing community boundaries through design means,strengthening physical co-existence experience,optimizing emotional expression channels,creating common focus,establishing symbolic symbols,and inspiring long-term group sports will help strengthen the identity and emotional resonance of sports and fitness brand communities.