The evolution from agricultural economy, industrial economy, service economy to experience economy is just like the evolution of mothers giving their children birthdays and preparing birthday cakes. In the era of agricultural economy, my mother used flour, eggs and other materials from her own farm to make cakes, and the cost from beginning to end was less than 1 USD. In the era of industrial economy, my mother went to the store and spent a few dollars to buy mixed boxed powder to bake at home. In the era of service economy, my mother ordered cakes from western shops or supermarkets, which cost more than ten yuan. Today, mothers no longer bake cakes, and even don't bother to hold their own birthday parties. Instead, they spend 100 dollars to outsource birthday activities to some companies and ask them to organize an unforgettable birthday party for their children. This is the birth of experience economy.
Basic characteristics of experience economy
1. Unproductive experience is a kind of beautiful feeling produced in consciousness when one's mood, physical strength and spirit reach a certain level. It is not an economic output in itself, so it can't be completely quantified by counting, so it can't create tangible things like other jobs.
Second, under the general law of short cycle, the production cycle of agricultural economy is the longest, generally in years, the cycle of industrial economy in months, the cycle of service economy in days, the experience economy in hours, and some even in minutes, such as the Internet.
Thirdly, interactive agricultural economy, industrial economy and service economy are all seller economies, and their economic output stays outside the customers, which has nothing to do with them; Experience economy is not, because any kind of experience is the result of the interaction between a person's physical, mental and intellectual state and those planned events, and customers participate in it all the time.
Fourth, the irreplaceable agricultural economy's demand factor for its economic supply-product is characteristic, the industrial economy's demand factor for its economic supply-commodity is characteristic, the service economy's demand factor for its economic supply-service is service, and the experience economy's demand factor for its economic supply-experience is outstanding and personalized, and there are essential differences between people and between experiences, because there is no such thing.
Verb (abbreviation of verb) is deeply imprinted. Any experience will leave a deep imprint on the experiencer, for days, years or even a lifetime. A voyage, a polar expedition, a canyon rafting, a raft surfing, a bungee jumping, a shampoo press, all these will make the experiencer's memories of the experience surpass the experience itself.
Sixth, the economic value is highly enhanced. A cup of coffee is brewed at home, and the cost is only 20 cents. However, in corridors decorated with flowers, in cafes decorated with classical light music and famous paintings, the price of a cup of coffee may exceed 10 yuan. You also feel value for money; Burning a basin of shampoo at home won't cost more than one yuan, but it may cost several hundred yuan to find a relaxing and comfortable feeling in the shampoo and foot washing city. So far, only dennis tito, an American billionaire, and mark saud Voss, a South African businessman, have been lucky enough to travel in space, and each of them has paid a sky-high price of $20 million for his space experience. However, the annual output value of a farmer planting two acres of land is only 1000 yuan, and the salary of a worker who works overtime for one month is only 1000 yuan. This is the experience economy, the profiteering economy with low input and high output.
Experience economy and producers
In the experience economy, manufacturers have six ways to increase consumer demand for their products:
First, use experience to integrate products into brands. This means creating a brand image and emphasizing the good experience when consumers buy, use or own products. Nike shoes and Harley motorcycles all do this, and so does the goal of the famous "Intel Inside" marketing offensive.
Second, as consumers' demand for experience increases, their demand for items that can help create experiences will also increase. At this time, it is necessary to provide more props to stimulate feelings, such as souvenirs;
Third, add more elements to the product that can cause a sensation among consumers;
Fourth, deliberately cause a shortage of products and stimulate consumers' possessiveness;
Fifth, organize product clubs;
Sixth, launch special activities related to products.
Experiencing economy will create an illusion: enterprises treat every consumer as a unique individual and then meet their individual needs. Think about the experience of going to Las Vegas, Disneyland, eating at Hard Rock Restaurant and buying shoes in Nike City. Making transactions a memory is the key to the new economy, which is facing consumers who grew up in front of computers and TV screens.
Experience Economy and Tourism Aesthetics
Marx has long said that worried poor people and jewelers full of interests can't appreciate the beauty of jewelry, and so can tourism activities. As early as in China, Mr. Ye Lang put forward: "Tourism, in essence, is an aesthetic activity. Without aesthetics, what about tourism? ..... Tourism activities are aesthetic activities. " Mr. Yu Guangyuan also stressed: "Tourism is a short-term special lifestyle of residents in modern social life. This lifestyle is characterized by remoteness, amateurism and enjoyment. " They all emphasized the leisure and aesthetics of tourism activities, which was very insightful. We can also get some enlightenment about the leisure and aesthetics of tourism activities from China's interpretation of the word "you" in ancient times. If the meaning of the word "you" is interpreted as "the drop of a standard" in Shuowen, its original meaning is the drop of a standard and can be extended to freedom. Zhu explained "swimming" in this way: "playing with things and adapting to feelings" means experiencing the freedom of life in pleasure. From this, we can understand the meaning of tourism: people are free to experience and appreciate (swim) during the journey, and the meaning of tourism is the free experience of free life. The significance of Gadamer's "festival" theory mentioned above also applies to tourism, which is people's real life experience.
Tourism needs a state of leisure, a feeling of freedom, artistic imagination and aesthetic taste. There is a sign on the way up the mountain in the Alps: "Go slowly, please enjoy yourself", which tells the true meaning of tourism. Nobuyoshi Imado, a famous Japanese aesthetician, described aesthetic feeling as a "vertical interruption of daily consciousness", which can also be used as a description of tourism status. A real tourist should not be a passer-by passing by in a hurry, but an experiencer of the whole process of playing with things, traveling with things and enjoying things. This requires us to fully consider people's leisure, aesthetic and experience needs in the construction of tourism landscape and the provision of tourism services. How to improve the aesthetic realm of tourism landscape, how to improve the aesthetic cultural quality of tourism service providers and how to guide the aesthetic taste of tourists has become an urgent and important topic for humanistic tourism.
In the book "Experience Economy" written by Joseph Pine and James gilmour, co-founders of American Strategic Horizon LLP Company, 1999 defines experience as "an enterprise takes service as the stage, goods as props, and consumers as the center, creating activities that consumers can participate in and are worth remembering". Experience economy is a brand-new economic form which is produced by satisfying people's various experiences. Since its birth, human economic life has experienced four stages of development: agricultural economy, industrial economy, service economy and experience economy. Experience has gradually become the dominant economic form after agricultural economy, industrial economy and service economy. More and more consumers are eager to experience, and more and more enterprises carefully design and sell experiences. In the experience economy, the enterprise is no longer just selling goods or services, it provides the final experience and is full of emotional power, leaving unforgettable and happy memories for customers.
From this point of view, in the era of experience economy, the products or services that customers buy every time are not just real goods or services, but a feeling, an emotional, physical, intellectual and even spiritual experience. Tourism is a natural experience economy. As an important way for people to seek novelty, novelty, beauty and knowledge, it is an experience economy in itself. We should have a full understanding of the leisure, aesthetics and experience of tourism activities, and this magazine is willing to make its own efforts to explore these topics.