The Model Of Conmuser Behavior Based On Experience Economy

Mankind cannot stop to have gone through one after another economic type, and cannot evade to meet one after another challenge. Mankind has gone through the revolution of science and technology, the big industrial influence for demand from agricultural economic to industrial economy; The industrial economic has promoted development of merchandise economy, it makes exchange pattern have gotten from briefness to variousness and hanve explored more perfect exchange pattern continuously. Mankind tries to make new service concept and service way from merchandise economic to service economic continuously, and make the concept carry through better, make the way push on higher. Mankind is faced with new challenge from service economy to experience economy, how to hold the demand law and pattern of customer and establish experience economic operation model according with customer's demand and desire.Experience economy is a kind of brand-new economic form, it has changed the angle of economic operation completely comparing with enterprise pursue self-value at the product economic times. It has changed from the stage that enterprise decides products plan and marketing operation to the stage that customer decides demand independently as center, and make customer can often monitoring the stage of self product production course. It also has changed the service pattern comparing with enterprise offer the service of complete system. It has changed from the stage that enterprise constitutes service rules and offer service to the stage that customer decides service rules and selects service demand. Experience economy has moulded a kind of brand-new operation pattern relying on network economy, make customer value have gotten overall promotion.Under the influence of experience economic thought, more enterprise has developed experience marketing, especially some transnational corporations put the operation modular of experience economy one after another to the market. These have brought value and enjoyment for customer undoubtedly. But customer is willing to accept the experience that enterprise offers under what condition, hopes to get the form what kind of experience, coming to being conclusion and thought what kind of experience after experience, as well as basis these content enterprise how to put forward marketing operation thought, all these need to be studied further. Especially under the current economic times of customer's dominant, how to determine the dependable condition of experience purchase and consuming, it must be solve problem before developing marketing.This paper grasps the current stage international and domestic newest research accomplishment about experience economy and customer's behavior by reading document information. At the same time it grasps firsthand information through inquiry research, and has established the course and pattern of customer experience behavior through the analysis for investigation information. Its specific research content includes following 7 parts:(1) This paper establishes the basic characteres of experience economy through the comparison of experience economy and unexperience economy, the feature of customer's behavior under new economic condition and the customer's behavior expression in experience economic operation. Thereof, it establishes the necessity of researching the model of conmuser behavior based on experience economy.(2) This paper limits customer attitude for custom-made, this is a foundation stone of customer's experience behavior pattern. This paper determines the action and the desire of customer for experience consumer lead through investigation customer's approve level and attitude for "customization", and analyse for it.(3) It analyses the knowledge of customer for experience field, this is that consumer is willing to select consuming direction through the way of experience, such as contomer is willing to select shopping experience, entertainment experience, and also travel experience.(4) It researches passageway that consumer select experiences field and way, this is experience path. Customer can participate in the experience campaign of enterprise smoothly and get purchase information through the experience path. They can form the knowledge for specific brand and then establish own demand item.(5) It holds the option of customer for experience goods, this is watch object and long for to get goal that customer participates in experience campaign, that is customer is willing option experience goods through experience way. This paper analysis that customer is willing to purchase and enjoy by experience way in selecting what goods.(6) It studies that customer expects the hope and result through experience behavior. From the angle analysis of customer, it is customer's experiences value has been realized and experiences benefit has been get eventually as the hope and result of customer expecting through experience behavior, this is the experience goal of customer. This goal is not monolayer that customer gets the goal pass through experience in economic life, it is multilayer and multidimensional. This paper classifies 3 big kinds for customer's experience goal, they are the information shopping experience goal(lst layer), perception benefit experience goal(2nd layer) and depth benefit experience goal(3th layer).(7) This paper gets the customer's experience behavior model and customer's experience decision model through analysis various behaviors that customer participates in experience economic operation. What this two models form actually is that the law of customer experiences behavior. Some law in which can be as reference for later consumer selecting experience behavior, at the same time, it also can be as the enterprise of operation experience economy used in option experience pattern and limiting experience economic operation train of thought. This paper is guided with marketing, customer's behavior, service economy and experience economic. It adopts study methods combining with the standard research and the empirical research, combining with the nature analysis and the quantitative analysis. The concrete research mathods include document research, inquiry questionnaire and statistical analysis(frequency analysis, crossing Analysis, correspondence Analisis, correlation Analisis, letter degree analysis), model establishment etc.This paper has suggested how to run experience economy for the non natural experience industries through connecting the experience economy with the customer behavior (such as the manufacturing industry and the circulating field that they are closed with customer purchase and consumer behavior). It has discussed how to hold starting, course and result in experience economic operation. It has formed a customer's behavior model and a customer's decision model based on experience economy completely, as well as experience behavior law.This paper offers guidance for experience economic operation and a kind of thought for later research that the research of customer's experience behavior and the establishment of experience model. Researcheres will concern the customer's experience behavior in future research about experience economy and experience marketing, they will establish influencing factor of customer's experience behavior and experience way, it will provide the experience opportunity and experience condition according with customer's requirement as reference.