Research On New Retail Service Design Of Compound Bookstore Based On Context Theory

With the rapid development and wide application of science and technology such as mobile Internet and artificial intelligence,the sales of online e-commerce and physical stores are developing in the direction of integration,which brings the development topic of new retail.As people’s lifestyle and consumption concept are constantly upgraded and changed,they have higher requirements for goods and services,and the application of context theory can help provide users with real-time adaptation services.Bookstore as an important representative of the cultural industry,how to survive and develop in the network era has become an urgent topic to be discussed.This paper first studies the context theory,service design and new retail,to master and understand the connotation,dimension and elements of the context theory,the concept and characteristics of service design,and the development and characteristics of new retail.Through the analysis and research of the relevant theories,the concept and characteristics of the pattern are determined,and the three components of the new retail service design context pattern structure are deduced,namely the context elements,the design guidance method and the design value.The "UPSCN" context mode of new retail service design is constructed from five dimensions: User dimension,Physics dimension,Society dimension,Culture dimension and Nature dimension.The model includes "implementing people-oriented new retail service design concept in user dimension","creating diversified new retail service design experience in physical dimension","providing user participation in new retail service design behavior in social dimension","realizing cultural composition of new retail service design communication in cultural dimension","advocating near-nature integration of new retail service design in natural dimension" "Multidimensional structure,expand the depth and breadth of service design research.On this basis,this paper introduces the "UPSCN" context mode into the research of new retail service design of compound bookstores,and carries out five dimensions of context element analysis,design guidance and design value evaluation.Finally,this paper integrates the "UPSCN" context pattern into the service design process and proposes a new retail service design process of "problem exploration stage under objective scenario--demand positioning stage under target scenario--design guidance stage under virtual scenario--value reflection stage under application scenario".Based on the new retail service design of Sisyphus Bookstore,the empirical analysis and evaluation of "UPSCN" context mode are carried out,and the deficiencies are found and corrected.It provides a preliminary new retail service design idea for compound bookstores under the new situation,so as to explore the possibility of creating more context service innovation in the future.