体验场景下象征性消费箱包产品模式设计  

Experience the Design of Symbolic Consumption Cases and Bags under the Scene

作　　者：王钫 梅云[1] WANG Fang;MEI Yun(Liaoning University of Science and Technology,Anshan 114051,China)

机构地区：[1]辽宁科技大学,辽宁鞍山114051

出　　处：《皮革科学与工程》2020年第6期73-77,共5页Leather Science and Engineering

摘　　要：在物质丰富的当下,非理智、冲动的消费方式已经不被倡导,市场上箱包产品多种多样的前提下,原有的产品模式愈加跟不上体验时代的步伐,体验场景的零售时代悄然到来。为了更好的满足消费者需求,箱包产品必须真正接触用户,深入专研体验场景的背景,结合箱包产品自身特点找到用更加贴合市场的象征性消费箱包产品模式的发展规律,在体验场景视域下走创新之路。象征性消费箱包产品应该解构产品模式的两个要素:产品价值层次要素与零售场景档次要素,从而提高产品竞争力更好的适应市场变化。本文从体验场景战略背景切入,提出象征性消费箱包产品创新模式的初步框架和实施策略,希望可以对经营箱包实体店的从业人员有一定参考。In the present era of material wealth,irrational and impulsive consumption has not been advocated.On the premise of a variety of luggage and bag products on the market,the original product model is increasingly unable to keep pace with the pace of the experience era,and the retail era of experience scene has quietly come.In order to better meet the needs of consumers,luggage and bag products must really contact users,in-depth study of the background of the experience scene.Combining with the characteristics of luggage and bag products,we find the development law of symbolic consumption luggage and bag products that are more in line with the market,and take the road of innovation from the perspective of experience scene.Symbolic consumption case and bag products should deconstruct two elements of the product model:product value level elements and retail scene level elements,so as to improve product competitiveness and better adapt to market changes.Starting from the strategic background of the experience scene,this paper proposes the preliminary framework and implementation strategy of the innovative mode of symbolic consumption of luggage and bags,hoping to provide some reference for the practitioners operating the physical stores of luggage and bags.

关 键 词：象征性消费 箱包产品 模式创新 体验场景 

分 类 号：TS56[轻工技术与工程—皮革化学与工程] F712[经济管理—产业经济]