Structural Effects Of Consumption Scenes

The fundamental reason for the existence of an enterprise is to create value for customers.With the development of the economy and the progress of society,the needs of consumers have risen from satisfying the basic survival to the pursuit of individuality and independence.However,economic development has led to overcapacity,and the products in traditional fields are homogeneous.The supply of single products and services cannot meet the diversified needs of new consumers,and it is difficult for traditional enterprise output forms to create enough attractive value for customers;On the other hand,digital technology represented by the Internet is evolving and empowering the supply form of enterprises and providing new opportunities for customer value innovation。In recent years,the new supply of a series of product plus service platform solutions has achieved outstanding market performance.This new type of supply essentially provides customers with a "consumption scenes" consisting of several touchpoints.However,what basic laws exist in the design and construction of new supply?What are the basic factors that affect the design of consumption scenes?These issues have not been systematically studied and clarified so far.This is the question that this paper focuses on and attempts to study.First,we review and sort out the literature on scene theory,job to be done,customer journeys and customer experience,then analyze the conceptual connotation and composition characteristics of consumption scenes,and reveal the structural effects,influencing factors and mechanisms of scenarios.The principles and basic logic of the design and construction of consumption scenes are summarized.On the basis of the above theoretical analysis,this paper takes the amusement park industry as an example to conduct empirical research.First,through the analysis of network UGC data,we can gain insight into customer behavior,build customer journeys,clarify customer’s job to be done,and complete the amusement park scene design and contact accordingly.Then,through the method of empirical research,it is proved that the scene structure and the value of the three types of touch points in the scene have a positive impact on the customer experience.Finally,two theme parks were selected for in-depth case studies.By comparing the scene structure and customer experience of both tow parks,it was concluded that a good scene structure can bring the overflow of customer experience.Through theoretical deduction,empirical analysis and case studies,this paper draws the following conclusions:(1)As a new type of supply,consumption scenes can produce customer value that traditional enterprises cannot create by providing individual products(services);(2)The overall experience generated by the consumption scenes is affected by the touchpoints it contains.Due to the spillover effect between touchpoints,a reasonable scene structure can maximize customer experience,that is,customer value;(3)In order to build a reasonable combination of touch points,companies need to analyze and deconstruct the consumption process from the perspective of customer journey.The chain of job to be done is included to guide the design of the planning touchpoint mix.The innovation of this research is reflected in:a new type of supply form-consumption scene is proposed,its concept and mechanism of action are explained,and the principles of consumption scene design are revealed,which provides a relatively meaningful overall idea for the construction of consumption scene.It also provides a new direction for enterprises to provide innovation.