Brandscape : studies on internet consumerism on logistic landscape & branding of site of consumption

Abstract

The thesis aims to investigate how the development of Internet consumerism in the age of web 2.0 shifted the conventional manufacturer and customer relationship, and transforms the consumer’s behavior inherited from Fordism and post Fordism period hence re-shaping the urban and logistics landscape.

Web2.0 emphasis interaction and exchanging information between individuals and business corporates, two major fundamental changes to traditional consumer’s behavior would be discussed in the thesis.

Firstly, the development of online selling connects manufacturers directly to their customers, where retail front is no longer a place for simple transaction but a place where it emphasis customers experience. Secondly, web2.0 promoted the consumers to consumer’s activities (C2C), which allows the exchanging of physical resources between individual more frequently. The C2C activities transform the consumer’s behavior, which in turn transform the landscape of consumption. Two of the effects brought by the Internet consumerism on the site of consumption, i.e. branding of space and territory merging (collistive programme) of landscape will be discussed in the thesis.

To seam line the existing logistics system for the consumers to consumers trading activity and enhance the convenience of online shopping experience, a new business model will be proposed after series of studies on the existing logistics system regarding the Internet consumerism. The proposed business model is operated by a third party logistics company i.e. Fedex, UPS and DHL etc. There are three major components in the proposed system, regional distribution hubs on a district level in Hong Kong, drop off points scattered in a community level and vehicles which serves as mobile store. Detail operation of the system will be discussed in the thesis.

Finally, a regional distribution hub in Kwun Tong and several drops off points will be selected for the design execution. The thesis aims to implement the above ideas of territory merging and collistive programme with a design project and illustrate the establishment of brands with a landscape design.