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场景消费,是人们在消费中除物质性满足外,为获得更多的心理上和精神上的满足而进行的消费。场景消费注重和利用消费物具有的象征意义和表现能力,通过对人、物、场合等有关要素的组合,构造出一个具有一定含义、氛围与效应的生活场景。例如,人们穿服装不仅要它实用,而且要它能够体现消费者的特性和审美观念,能够塑造自我形象,与穿戴的场合相适应;人们购买和使用家具,不仅要求其具有家具的基本功能,而且要求其符合使用者的审美情趣,能够与特定的使用场合相协调,创造出某种情境和氛围。这些都属于场景消费。
Scene consumption, is the consumption of people in addition to material satisfaction, in order to get more psychological and spiritual satisfaction of the consumption. Scene consumption pays attention to and takes advantage of the symbolic and expressive capabilities of consumer goods, and constructs a life scene with a certain meaning, atmosphere and effect through the combination of relevant elements such as people, things and occasions. For example, people wear clothing not only to be practical, but also to enable it to reflect the characteristics of consumers and aesthetic ideas, to create self-image, and wear occasions to adapt; people buy and use of furniture, not only requires it to have the basic functions of furniture, But also to meet the user’s aesthetic taste, can be used with specific occasions to create a situation and atmosphere. These are the scene consumption.