An Analogy Study of Contemporary Architectural Experience Design Techniques and Experience Marketing Mode

随着社会消费观念的转变与个性化需求提升，用户的空间认知已不再局限于建筑基本功能，而更加关注空间所传达的情感与体验感受。在此背景下，当代建筑设计逐渐从传统的功能理性设计转向注重人本关怀与情感营造的体验设计，力求通过空间的多维表达激发使用者的感知共鸣。与此同时，体验营销模式也作为品牌传播的新趋势受到越来越多的重视。本文基于建筑体验设计手法与体验营销模式的研究，尝试从空间叙事、多感官营造、用户参与等角度进行类比分析，探讨两者理念构建、操作方式及最终目标上的共通点与互鉴价值。With the change of social consumption concept and the improvement of personalized demand, users’ spatial cognition is no longer limited to the basic functions of buildings, but more concerned about the emotion and experience conveyed by space. In this context, contemporary architectural design has gradually shifted from the traditional functional rational design to the experiential design that focuses on humanistic care and emotional creation, and strives to stimulate users’ perceptual resonance through the multidimensional expression of space. At the same time, as a new trend of brand communication, experiential marketing mode has received more and more attention. Based on the research of architectural experience design techniques and experience marketing mode, this paper attempts to make an analogy analysis from the perspectives of spatial narrative, multi sensory creation and user participation, and discusses the common points and mutual learning value of the two concepts, operation methods and ultimate goals.