有关体验经济下体验附加值的探讨（Discussion on experience added value in experience economy）

1、有关体验经济下体验附加值的探讨（Discussion on experience added value in experience economy）Abstract: the experience economy era, some companies will gradually experience marketing theory is introduced and implemented, the competition between enterprises has gradually intensified, the competition is not only reflect

2、ed in the experience of its products and services, but also to experience itself. Therefore, the question of how to make the experience that you offer is different from that of others, and let the experiencer feel that their consumption is worth the money, and so on. This paper makes a preliminary d

3、iscussion on the definition and design content of added value, which will provide some reference value for enterprise design experience. Key words: experience economy, experience, experience, value added value according to the theory of Maslows hierarchy of needs, the needs of people from low to hig

4、h were material needs, security needs, social needs, esteem needs and self actualization needs. When the low level of demand is met, it is bound to expect high levels of demand. When people are still living in a self-sufficient agricultural economy, most people just want to be able to fill their sto

5、machs, and demand is also the lowest level of material demand. Wait until the products of a wide range of industrial economy, peoples demand level has improved, the author thinks that this time should be the birth of the added value of the products, is also more and more businesses begin to pay atte

6、ntion to is not only the product itself, but more from the consumer demand to design their own products. First, what is added value? What is the added value? Some people say: the added value refers to in the specification and has been integrated into the design, to provide convenient and fast, comfo

7、rtable, healthy, pleasant way to start advertising, consumption in production at the same time, the consumer satisfaction, pride and glory, beyond the product itself value (mainly refers to the function value outside), symbolic, conceptual and cultural value. If the quantity indicates that the added

8、 value of a product is part of the sum of the products own cost and the average social profit. The added value is abstract, but perceptible, which gives the consumer a certain level of spiritual satisfaction. In the increasingly fierce market competition, the degree of homogenization of products is

9、getting higher and higher, the added value is also destined to be a magic weapon for enterprises to win. With the experience economy in all walks of life Chinese, engaged in corporate marketing experience is gradually increasing, in the same industry experience intensified competition, therefore, ex

10、perience marketing have to open up a new path to provide more value-added experience for consumers involved in. Two, experience the added value, at present, experience as the added value of the product of a lot of reference, but the experience of added value is rarely discussed. Therefore, re unders

11、tanding the experience is the premise to discuss the added value, then what is the experience? Joseph Pains and James Gilmores experience economy mentioned the definition and types of experience. They think that experience, from a psychological point of view, is a sense of consciousness that arises

12、when a persons emotions, physical strength, intelligence, or even spirits reach a certain level. Or is it the individuals individual response to certain stimuli?. Although experience is an individual subjective feeling, it can still be a kind of value carrier different from products and services cre

13、ated by enterprises, and can be used as an independent economic provision,For the benefit of the business. Experience multiple forms, can be attached to products and services exist, can also exist as a separate sale. Therefore, when experience attached to products and services exist, which itself is

14、 the product and service value, when selling experience as individual existence, experience is a kind of intangible products, also has the added value of it. Experience provides the experience economy as the product itself, only in a design theme of the experience, so after obtaining the most basic

15、experience is not achieved our goal? I think that is not enough, because experience would require more and more high, the competition will be more and more, how to do a good job in the basic experience of service at the same time, provide more experience for value-added experience? This will be the

16、future in the face of experience marketing problems of enterprises, as well as providing value-added products, who provide value-added experience more value, who will gain more experience in the heart, to win more market share, and thus win more money, who to study more deeply, who will become the i

17、ndustry leader or, is the industry to follow the object. In experience the theme design, regardless of you is the theme of entertainment experience, education experience, escape experience, aesthetic experience or health experience, a design value has its generality. At the same time to experience t

18、he added value is also embodied the difference of marketing experience. Simply speaking, the added value of experience is beyond the added value beyond the value of their own experience. Experience their own value including the sum of experience theme design cost and social average profit, the exces

19、s is the experience embodied value added. Three, experience the added value of design in the experiential marketing mode, the enterprise should from which aspects to expand the experience value, so that their experience is more valuable, more out of the ordinary, the author thinks that the experienc

20、e value should include: basic value, emotional value, service value, cultural value, brand value and additional physical display value etc. The basic value added value is the basis of experience design itself should have but is different from other similar experience characteristics of the provider.

21、 The basic value added is mainly dependent on the experience of the products and services. For example, the quality of the added value, performance value, humane value etc. Perfect quality, superior performance, full of humanity to experience the product, is a prerequisite for successful marketing e

22、xperience, experience based product has excellent added value as a support, will be doomed to failure. With Xilaijian led by South Korean enterprises in Chinese physiotherapy industry has been dominating the world, dominate the party, why the wife led by Chinese physiotherapy enterprises in just a f

23、ew years can share half of the country? This China and enterprises gradually pay attention to quality, performance and humanized design value are not unrelated. Do free people know: Xilaijian is a body massage and physiotherapy bed, his wife is a body massage. It can be said that the basic value is

24、better than competitors to be more comprehensive, more in place, more personalized full. The added value of service. The experience marketing is to serve as the stage of the marketing mode. Early experience design is considered,Whether the consumption process can provide personalized service, these

25、will directly affect part of the experience of consumer choice. The traditional Starbucks is not allowed to smoke because the mix of coffee and smoke can affect the aroma of coffee. This provision has been smokers in protest, because smokers in view, Starbucks is to chat, smoke, drink coffee, and th

26、en feel the Starbucks cultural atmosphere, do not allow smoking restriction but make them can not relax, resulting in a part of the loss of customers. Later, the Starbucks in each coffee shops have opened up a smoking area or support one or two the sunshade in front of the store to provide smoking p

27、laces, some even set up shop open platform, from the coffee shop, this shop is not affected by smoke pollution, will not affect the flavor of coffee. This gives the smokers free space, no need to worry about other peoples feelings. Although a small number of smokers, but this personalized service ad

28、ded value for Starbucks for a part of the source. Emotional value, regardless of whether the experience is dependent on products and services, or as an economic provision, can not be separated from emotion. Therefore, the emotional value added is firstly embodied in the product design, and then embo

29、died in the emotional communication between the experience provider and the experiencer. Tencent is a typical entertainment experience design, as a modern Internet essential communication tool, QQ upgrade more and more from the experience of emotion, meet the emotional needs of young people. Its emo

30、tional value fits Maslow demand hierarchy theory self actualization, social and respect three requirements. The QQ instant messenger mainly meets peoples social needs, and gives more choices to users at the same time, such as stealth or online, secrecy or public, etc. QQ show mainly to meet peoples

31、self realization needs, never shows the reality of the inner feelings of the world show. QQ game mainly meets the needs of self actualization, and achieves the emotion demand of never admit defeat and struggle for the first. Experience experience service providers should pay attention to the emotion

32、, really starting from the feelings of consumers, listen to and observe carefully has care of consumer sentiment, through the emotional communication between the two sides, reach the consumer to business trust and affection, and meet the emotional needs of the consumers. Cultural added value, some p

33、eople say: three types of enterprises to do products, two types of enterprises do culture, a class of enterprises to do standards; also some people say: three streams of enterprises to make products, second rate enterprises to do the service, first-class enterprises do culture. This shows that corpo

34、rate culture plays an important role in the enterprise. Engaged in the experience marketing industry is no exception, into the cultural elements in the experience marketing, every aspect of the experience into the rich cultural atmosphere, let the experience not only get to experience the product it

35、self, also won the cultural experience and spiritual satisfaction, which is the embodiment of cultural value. His wife free experience center is engaged in providing cervical, thoracic and lumbar and leg massage health experience for the elderly, and dissemination of health knowledge, health and cul

36、ture is respected; when experience in accepting health experience in,Family service personnel children like transfer Chinese filial piety culture to experience; service personnel care for the older reflects the crow feed meaning yangyouguiruzhien thanksgiving culture; experience a warm and peaceful

37、place is a modern interpretation of harmonious culture. The combination of these broad and profound traditional cultures and modern culture with a modern flavor is the cultural value added by wife to every experience, and also the biggest difference from other similar brands. Brand added value brand

38、 is the synthesis of quality, idea and culture, and the enrichment of enterprise image. Brand can bring confidence, security, even honor, brand can show a persons identity, status, even dignity. Yes, the brand itself is a high added value. The brand value is a kind of accumulation, precipitation, no

39、t just a pinch. Therefore, the design of brand value added is a long-term systematic project. The price of brand experience is much higher than the price of simple experience. A few years ago, perhaps no one believed that Chinese consumers would be willing to spend 30 yuan to buy a cup of coffee. Bu

40、t just a few years later, as in other countries, Starbucks proved once again that this is not only possible, but that it continues to expand. Taste the romantic experience of coffee, comfortable, warm, shared consumption experience, this is the global Starbucks brand value added to the temptation to

41、 experience. The difference of experiential value is not the physical difference of product, but the difference of product brand. Tangible display added value in experiential marketing, tangible display is mainly embodied in the experience of product display, business layout, indoor and outdoor envi

42、ronment, POP and LOGO wall design. The perfect design will visually give the experience the most severe impact, so as to attract customers to patronize, giving people a sense of enjoyment. Although we oppose the apple of Sodom, but we must understand the fair is a cornerstone of an absolute high add

43、ed value of the. Fashion beauty is a franchise chain of womens hair accessories, has long been in the implementation of product + FREE hairstyle design experience marketing model. Popular beauty in the overall layout is divided into the central area, beautiful boutique brand promotion experience are

44、a, exhibition area, reception area, all-round show distinctive brand personality characteristics, the color and spatial layout reflects the elegant storefronts full senses, create beautiful women feel beautiful, release the products on display in the atmosphere; order arrangement, prioritize, highli

45、ght the theme, allow customers to experience the taste of God; LOGO was designed by the red rose and the interpretation of meaning, the beauty of a woman is like a rose flower charming, satin strip elegant and graceful, people unlimited reverie, red hot, strong infection. Modern fashion is full of d

46、ynamism and vitality, extending a leaf out of the punchline, make whole LOGO richer connotation and charm. Respect, atmosphere, rich physical display, added value, make popular beauty more popular. Reference: 1 (Han), Jin Yinghan, Lin Xizhen, Zhu, Zhang Meihua, Starbuckss Kansei marketing M, Beijing: Contemporary Chinese press, 2006.1 2 Zhang Yanfang,Experience marketing (First Edition) M