基于用户体验的服务场景营销效能评估及指标体系构建

Service Scenario Marketing Effectiveness Evaluation and Index System Construction Based on User Experience

摘要: 在体验经济的背景下，人们在追求生活品质的同时，也开始重视在消费过程中的体验，而在这一转变的背后，则是场景化服务的兴起。“场景化”是“体验经济”时代发展的必然趋势，它的核心思想是“以人为本”，随着具体情景的改变，以场景为基础进行服务模式的变革，为用户创造增值。这一服务模式的出现，是对用户体验需求的直接回应。服务场景的设计是一项系统的工程，需要从多个角度进行考虑和设计。只有这样，才能设计出具有竞争力的、满足客户需求的服务方案。本文采用AHP方法，建立包含物理维度、社会维度、社会象征维度、自然维度4个层面、12个子层面的服务场景营造效能评估指标体系，并对指标体系中各个指标的权重进行测算。研究成果可应用于各类服务场景的有效性评估。期望对服务场景的科学、合理设定提供理论依据。

Abstract: In the background of experience economy, people in the pursuit of quality of life at the same time, also began to pay attention to the experience in the process of consumption, and behind this change is the rise of scene services. “Scenario-based” is an inevitable trend in the era of “experience economy”, its core idea is “people-oriented”, with the change of specific scenarios, scenario-based service model reform, to create value-added for users. The emergence of this service model is a direct response to the needs of user experience. The design of service scenario is a systematic project, which needs to be considered and designed from multiple perspectives. Only in this way can we design competitive service solutions that meet customer needs. In this paper, AHP method is used to establish an evaluation index system of service scene construction efficiency, which includes 4 levels, including physical dimension, social dimension, social symbolic dimension and natural dimension, and 12 sub-levels, and the weight of each index in the index system is measured. The research results can be applied to the effectiveness evaluation of various service scenarios. It is expected to provide theoretical basis for scientific and reasonable setting of service scenarios.