每家企业都是一个舞台——评《体验经济》

• 作 者: 胡泳
• 出 处: 财经界
• 发表日期: 2004年期
• 关键词: 《体验经济》 企业组织变革 维加 个性化需要 耐克 拉斯 电视屏幕 塑造过程 魏杰 亚文化

体验经济可以造成一种幻觉:企业把每一位消费者都看做独特的个人,进而满足他们的个性化需要。想一想去拉斯维加斯游览的经历、在迪斯尼乐园游玩的经历、在硬石餐厅吃饭的经历,以及在耐克城买鞋的经历。使交易成为记忆是新经济的关键,这种新经济面对的是那些在电脑和电视屏幕前长大的消费者。

Experiencing the economy can create the illusion that businesses see each and every consumer as a unique individual that can then meet their individual needs. Consider the experience of traveling to Las Vegas, the experience of playing at Disneyland, the experience of eating at Hard Rock Cafe, and the experience of buying shoes in Nike City. Making a transaction a memory is key to a new economy that faces consumers who grew up in front of computers and television screens.