面向体验经济的智慧商圈:理论阐释和建设路径

The Smart Trading Area Under the Background of Experience Economy:Theoretical Explanation and Construction Path

在体验经济背景下,智慧商圈是利用信息通信技术整合传统商圈的商业服务,实现业态融合互补、信息互联互通、客户资源共享和精准营销服务的一种新型服务体验环境或服务生态系统,是传统商圈与虚拟商圈融合发展的新型商圈形态。从内容框架来看,智慧商圈一般包括数据中心、智慧导引、智慧交通、智慧营销等内容,由实体商圈与虚拟商圈服务平台两部分组成;从特征来看,智慧商圈在功能目标、要素驱动、经营业态、空间形态和推动主体方面与传统商圈存在明显区别。作为一种系统性的新型商业服务解决方案,智慧商圈的创新模式体现在新服务概念、新顾客交互作用、新服务价值网络、新收益分配模型和新服务交付系统等六个维度。随着政策上的支持和鼓励,智慧商圈建设实践已经在国内多个城市展开,既取得了成绩,也出现了建设理念缺乏整体性、建设策略线上线下融合不足、消费体验环境欠佳和制度规范滞后等问题。基于服务生态系统理论视角,智慧商圈的建设路径应从三个方面推进:一是以多赢性的价值网络构建开放式的服务平台;二是以多元化的服务体验提升消费者满意度;三是以多层次的制度规范保障可持续的发展环境。

Under the background of experience economy,smart trading area is a kind of new service experience environment or service ecosystem,which uses information and communication technologies to integrate business service of traditional trading area to realize the integration and complementation of different forms of business,information connectivity,the sharing of customer resources,and targeted marketing services;it is also a new type of trading area.From the perspective of content and framework,the smart trading area generally includes data center,smart guidance,smart transportation,smart marketing,etc.It is composed of two parts,namely physical trading area and virtual trading area service platform.From the perspective of characteristics,the smart trading area is significantly different from the traditional trading area in terms of functional objectives,factor driven,operation mode,spatial form and driving subject.As a systematic new business service solution,the innovation pattern of smart trading area is embodied in six dimensions,including new service concept,new customer interaction,new service value network,new revenue distribution model and new service delivery system.With the support and encouragement of policies,the construction practice of smart trading area has been carried out in a number of cities in China,which has not only make significant achievements,but also encountered problems such as the lack of integrity in the construction concept,insufficient integration of online and offline construction strategies,poor construction of consumption experience and urgent construction of institutional norms.Based on the theoretical perspective of service ecosystem,the construction path of smart trading area should be promoted from three aspects:the first one is to build an open service platform with multi-win value network;the second one is to enhance consumer satisfaction with diversified service experience;and the third one is to guarantee the sustainable development environment with multi-level institutional norms.