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玩乐主义的时代来临了。一个新的经济词汇被创造出来,“玩经济”成为了当前以娱乐为主题和核心因素的产业的统一名称。这个名词所包含的意义远远超出了传统娱乐经济的范畴,而将一切与消费者发生着娱乐互动关系的营销活动包容进来。“玩经济”的核心是指企业以娱乐元素为消费者创造快乐的享受,彻底改变企业营销以销售产品为唯一目的的理念,将制造快乐视为企业营销活动的核心宗旨“玩经济”以一种前所未有的对普遍人性的尊重和迎合态度,全方位多层面地满足人类对“玩”的需求,在“玩经济”形态下,参与性、过程性、体验性与完全属于个体的不可复制性取代了工业化大生产中的机械性与模式化;企业向消货者所提供的,并不是具体的商品和服务,而是消费者玩乐的过程,消货者消费的也不再是实实在在的商品,而是一种玩乐的感觉以及由此产生的愉悦体验。
The era of playfulness has come. A new economic vocabulary has been created and “playing the economy” has become the unified name of the current industry with entertainment as its theme and core factors. The meaning of the term is far beyond the traditional entertainment economy, and it includes all the marketing activities in which the consumer interacts with entertainment. The core of “playing economy” refers to the idea that enterprises use entertainment elements to create happy enjoyment for consumers, completely change the concept of corporate marketing to sell products for the sole purpose, and regard manufacturing happiness as the core purpose of corporate marketing activities. “With an unprecedented attitude of respecting and catering to universal humanity, we have met the needs of human beings to play in all aspects and in all aspects, and in the form of ”playing economics", participation, process, and experience. The non-reproducible nature of being completely individual replaces the mechanicality and modelling in the industrialization of large-scale production; what the company provides to the consumer goods is not the specific goods and services, but the process of the consumers playing, the consumption of goods by consumers. It is no longer a real commodity, but a playful feeling and the resulting pleasant experience.