What is the experience economy?

What is the experience economy? What is the experience economy?

The traditional division of industries is: agriculture-industry-service industry

And 30 years ago, Western economist Toffler made the "manufacturing-service industry-experience industry" This unique division of industry evolution. The logic behind it can be understood based on Maslow's hierarchy of needs theory:

The manufacturing industry meets general survival needs, the service industry meets development needs, and the experience industry meets self-realization need.

We have actually entered an information economy society, and information products have put forward new strategic requirements in marketing compared to traditional products. Because information products are experiential products, consumers need to experience them before they know their value. Once they experience them, they no longer need to spend money to buy them. On the one hand, consumers want to experience it first, and on the other hand, companies are worried that consumers will not pay. The best marketing strategy is to provide browsing trials and establish brand recognition. What is the experience economy?

The experience economy is an economic form that uses commodities as props, services as the stage, and experience as the main economic provider. In contemporary times, the experience economy has gradually become a new economic form after the agricultural economy, industrial economy and service economy. China's experience economy

The experience economy is based on life and situations, shaping sensory experience and mental identity, so as to capture customers' attention, change consumption behavior, and find new survival value and space for products< /p>

The experience economy is the fourth stage of human economic life development after the agricultural economy, industrial economy and service economy stages, or is called an extension of the service economy. From its industry to agriculture, computer industry, Internet, tourism, commerce, service industry, catering industry, entertainment industry (film and television, theme parks) and other industries, experience or experience economy is being staged, especially the entertainment industry has become the world's The fastest growing economic sector in the world.

In the Chinese translation "Experience Economy" published in 2002, Pine once gave such an example: between the agricultural economy, industrial economy and service economy to the experience economy The evolution process is like the evolution process of a mother preparing a birthday cake for her child's birthday.

In the era of agricultural economy, my mother used flour, eggs and other materials from her own farm to make cakes by herself. From start to finish, the cost was less than 1 US dollar. In the era of industrial economy, my mother went to the store, spent a few dollars to buy mixed boxed flour and took it home to bake by herself. In the era of service economy, my mother ordered ready-made cakes from pastry shops or supermarkets, which cost more than ten dollars. Today, instead of baking a cake or even taking the trouble to hold a birthday party herself, my mother spends a hundred dollars to outsource birthday activities to some companies and ask them to organize an unforgettable birthday party for her children. This birthday party may be one you will never forget. For example, arrange for all the children participating in this birthday to go to a remote mountain village to experience cooking, feeding horses and sheep, playing at the river, picking vegetables in the fields, playing in the woods, and a series of activities full of rural atmosphere. A different way of life, a deeper understanding of the meaning of life and the eternity of life.

This is the experience economy. The tourism industry may be the first industry to enter the experience economy, let us wait and see! How about the experience economy?

I have read many experience-related books, but this one feels the most solid in both theory and practice, and it is also the most refreshing to me. The theory and methods are very simple, but it is still quite difficult to apply them systematically in practice. To create a good experience for customers, what is important is not how good your products and services are, but the new lifestyle you create for customers and giving them experiences beyond their expectations. Therefore, effective design is to create a good experience. the basis of. In the past, when thinking about experience, I always mechanically regarded experience as the difference between what the customer perceives and what the customer needs. This obviously solidified my thinking. Customer needs themselves are not something that can be easily passed. Something that can be stated in a quantitative way. The important thing is not to keep thinking about the needs of existing customers. If you think like this, it will be difficult to think outside the box. What is important is how to conceive and create new consumption scenarios and create more discomfort for customers in the consumption process. The same surprise allows them to have a deep impression on the consumption experience, making it a beautiful memory in life, and giving them the initiative to recommend it to others and often recall this beautiful memory. The logic of this book is to learn from the entertainment industry, who are masters of innovative experiences. Choose a good theme, a theme that may impress others and give meaning and innovation. In the era of economies of scale, you can achieve large-scale customization through componentization (this is easier said than done, and the ability to control the entire product and service architecture The requirements are very high, it is a huge project for any company, and this project requires continuous input), constantly create surprises for customers, proactively create experiences, rather than being stuck in the old economic model and blindly Emphasizing standardization will only make your differentiation, bargaining power, and market competitiveness weaker and weaker. Creating scripts, writing scripts, and performing (form and division of labor) respectively correspond to the company's strategy formulation, process design, and business execution methods and division of labor. Enterprises can achieve continuous value improvement through "performance" just like the entertainment industry.

But this will impose very high requirements on the creativity and innovation of enterprises.

***The sharing economy generally refers to a new economic model with the main purpose of obtaining a certain reward, based on strangers and with the temporary transfer of the right to use items. Its essence is to integrate offline idle items, labor sites, education and medical resources. Some also say that the sharing economy means that people enjoy social resources fairly, each contributes and benefits in different ways, and all receive economic dividends. This kind of sharing is realized through the Internet as a medium. The sharing economy involves three major entities, namely the demand side, the supply side of goods or services, and the sharing economy platform. As a link between supply and demand, the ***Sharing Economy Platform enables supply and demand parties to conduct transactions through the ***Sharing Economy Platform through the establishment of a series of mechanisms such as mobile LBS applications, dynamic algorithms and pricing, and mutual evaluation systems between both parties. . The experience economy refers to focusing on the shopping experience and emotional consumption rather than the purchase of the goods themselves. According to Maslow's hierarchy of needs theory, people's consumption needs are roughly divided into three stages: the first is the quantitative consumption stage, the second is the qualitative consumption stage, and the third is the emotional consumption stage. The first and second stages are the consumption characteristics of the traditional commercial economy. With the development of society, Internet products are overwhelming and material needs can no longer satisfy people. People are beginning to pay more attention to the meaning of shopping and need spiritual satisfaction. Business The economy evolves towards emotional consumption. China Experience Economy Special Issue

You can call China Experience Economy Magazine Shenzhen Tel: 0755-25659731

You can also call Beihai, Guangxi Tel: 0779-6881090 for consultation.

Retail price: 15 yuan/book. What is the experience economy era theory

Currently, the entire developed social economy from the United States to Europe is based on the developed service economy and closely follows the "computer information" era. We must develop experience economy gradually or even on a large scale. The experience economy is called the fourth stage of human economic life development after the agricultural economy, industrial economy and service economy stages, or it is called an extension of the service economy.