【正文】 , respectively. In each place, the food services provides a stage for layering on a larger feast of sensations that enchants consumers. The “modity mindset,” according to former British Airways chairman Sir Colin Marshall, means mistakenly thinking “that a business is merely performing a functionin our case, transporting people from point A to point B on time and at the lowest possible price.” What British airways does, he continued, “is to go beyond the function and pete on the basis of providing an experience.” The pany uses its base service as a stage for a distinctive en route experience, one that gives the traveler a respite from the inevitable stress and strain of a long trip. Even the most mundane transactions can be turned into memorable experiences. Standard Parking of Chicago plays a signature song on each level of its parking garage at O’Hare Airport and decorates walls with icons of a local sports franchisethe Bulls on one floor, the White Sox on another, and so forth. As one Chicago resident told us, “Your never fet where you parked!” Trips to the grocery store, so often a burden for families, bee exciting events at places such as Bristol Farms Gourmet Specialty Foods Markets in Southern California. This upscale chain “operates its stores as if they were theatres,” according to Stores magazine, featuring “music, live entertainment, exotic scenery, free refreshments, a videoequipped amphitheater, famousname guest stars and full audience participation.” Russell Vernon, owner of West Point Market in Akron, Ohiowhere fresh flowers decorate the aisles, restrooms feature original artwork, and classical music wafts down the aislesdescribes his store as “a stage for the products we sell. Our ceiling heights, lighting and color create a theatrical shopping environment.” Translate from: , Experience Economy [M].NewYork:Harvard Business School Press,1999. 。, Pla Hollywood, and the Bubba Gump Shrimp Co, the food functions as a prop for what’s known in the industry as an “entertainment” experience. And stores such as FAO Schwarz, Jordan’s Furniture, and Niketown draw consumers through fun activities and promotional events. But this doesn’t mean that experiences rely exclusively on entertainment。 Florian in ’s Square. The two of them were soon at the caf233。我們的天花板高度，照明和色彩營造戲劇性的購物環(huán)境。這種高檔連鎖經(jīng)營的店面，“操作起來好像是在劇院，”根據(jù)商店雜志，主題 為“音樂，現(xiàn)場表演，異國風光，免費茶點，視頻設備圓形劇場，著名 藝人和觀眾的充分參與。芝加哥標準局對奧黑爾機場的每個停車場播放一首簽字歌，在一 層樓的墻上用硬幣裝飾成本地的體育圖標，在另一面和背面墻上則用公牛隊的白襪裝飾?！惫景哑浠镜姆諄碜鳛楠毺氐捏w驗的提供舞臺，使人們從旅行中不可避免的壓力中緩解過來。 “商品思維方式，”根據(jù)英國航空公司前董事長科林馬歇爾爵士，就是錯誤地思考“對我們來說企業(yè)只是執(zhí)行一個功能，以盡可能低的價格及時地從 A運輸?shù)?B。賽普拉斯俱樂部， 中世紀時代，和熱帶雨林咖啡廳極具代表性。許多餐飲體驗與娛樂主題或財政支持者關系不大，而是把用餐與喜劇，藝術，建筑，歷史，或自然結合起來。 但是，這并不意味著體驗完全依賴于娛樂，娛樂只是體驗的一個方面。在主題餐廳，如硬石餐廳，好萊塢星球，和阿甘蝦公司，在飲食界因為“娛樂”體驗的功能而有名?！睕]錯。在 1996年 11月電腦展會的講話中，英特爾公司主席安德魯格魯夫宣布：“我們需要看看我們的業(yè)務，不是簡單的創(chuàng)造和銷售的個人電腦。新技術鼓勵全新風格的體驗，如互動游戲，萬維網(wǎng)站，“基于運動的景點”， 3D電影，以及虛擬現(xiàn)實。對于每一位客人，演員都有著完整 的體驗專業(yè)知識，從迪斯尼學院到迪斯尼研究所俱樂部，從百老匯表演到迪斯尼游輪，擁有自己完整的加勒比島國。在 1966 年他去世之前，迪斯尼還設想沃爾特迪斯尼世界，而在佛羅里達州這個興建于 1971年。我們開始追尋這方面的體驗，從一名男子到他創(chuàng)立的公司：沃爾特迪斯尼。 體驗一直是娛樂的中心，從戲劇和音樂會到電影和電視節(jié)目。體驗一直伴隨著我們，但消費者，企業(yè)和經(jīng)濟學家把體驗歸結到服務領域來獲得他們各自的利益。這咖啡值這價值嗎，我們問？“值得！”他回答。兩人很快就坐 在了在清爽的露天茶座，喝了杯熱氣騰騰的咖啡，深深沉靜在了舊世界城市的景觀和聲音之中。 還有，隨即在意大利威尼斯，一個朋友問了酒店禮賓部，他和他的妻子可以去享受本市最好的。但是：在五星級餐廳或咖啡吧進行同樣的服務，那里的訂貨，創(chuàng)造和杯子的消費氛圍，體現(xiàn)了高度的戲劇感，或相同的咖啡，消費者樂于支付任何地方從2 元每杯到 5 元?？Х榷菇?jīng)過釀造后，角落里的咖啡廳或酒窖現(xiàn)在的售價為每杯 50 美分至一美元。收割咖啡，或者在未來市場上交易它的公司，在寫這篇文章時，略多于 1美元每磅，也可以說成一兩分錢一杯。分化的消失，利潤跳樓式下降，顧客完全依據(jù)價格購買。 Brand Management,2020(1). 譯文 (二 ) 歡迎進入體驗經(jīng)濟 派恩 .約瑟夫 詹姆斯 .吉爾摩 沒有公司愿意使用其商品或服務這個詞。 (2)business partners。39。s interest in the manufacturing process and the “chicnes” of consuming onthespot made beverages. There are currently over 1,000 places offering the customer a beer made on the wine and beer producers provide experiences applicable to con