Narrative Model Of Immersive Experience Products And Their Experience Value Creatio

In recent years,with the steady increase in the standard of living,people’s lifestyles and consumption patterns have undergone tremendous changes.Experiential consumption is becoming increasingly popular among consumers,and the experience economy has developed rapidly.Especially in the current post-pandemic era,high-quality cultural and creative experiences can not only alleviate psychological pressure and achieve mental relaxation but also provide opportunities for emotional and intellectual exchanges,thereby enriching people’s daily lives.Against the backdrop of the integration and development of culture and technology in the digital economy era,immersive experiences are gradually becoming familiar to the public and are widely seen in many fields,such as culture and arts,leisure and entertainment,and creative tourism.With the rapid growth of the immersive experience product market,cultural and creative products in the form of immersive experiences have appeared in large numbers in recent years,forming new forms and formats such as immersive performances,immersive theme entertainment,immersive multimedia exhibitions,immersive virtual reality games,and immersive cultural and commercial complexes.Immersive experience products create highly personalized immersive experiences for consumers through a diverse range of experiential forms,satisfying the public’s demand for cultural experiential consumption.The core value of immersive experience products lies in their ability to empower cultural and creative content by creating immersive experiences.Based on current theoretical research and practical results,immersive experience products mainly include five basic features: spatial envelopment,environmental virtuality,content participation,scene interaction,and narrative openness.From the current practice of immersive experience product development,there are stage-specific issues such as insufficient or missing narrative design,lack of brand storytelling and marketing narrative practice,and the need to enrich customer value sources.Studying the narrative mode of immersive experience products can help to improve the quality of cultural content in these products and provide new paths for enhancing the experience of customer consumption.At present,the narrative modes of immersive experience products at the textual level mainly include cross-media narrative,interactive narrative,immersive narrative,brand narrative and transmedia narrative.The narrative mode of immersive experience products has a certain impact on the formation of customer experience value.Through qualitative research on customer experience of immersive experience products at present,it is found that the experience value of immersive experience products mainly includes functional value,entertainment value,emotional value,cognitive value,and social value.Effective use of narrative mode in product design,production,and marketing can create and enhance the experience value of immersive experience products.From the perspective of the value-creating networks model,the creation of experience value of immersive experience products can be achieved through reasonable narrative strategies.Specifically,cross-media narrative,interactive narrative,and immersive narrative can enhance the core competitiveness of immersive experience products,while brand narrative and transmedia narrative can promote a positive interactive relationship between the enterprise and customers.By effectively combining and flexibly applying various narrative modes,the creation of experience value of immersive experience products can be further realized.