美剧《西部世界》中主题乐园逃避式体验的应用及其启示

The Application and Enlightenment of the Escape Experience of the Theme Park in the American Drama “Western World”

在体验经济时代下,产品和服务已不能满足消费者的全部需要。消费者渴望一种能够超越产品和服务的体验,并能与之产生情感共鸣。在企业的体验营销实践中,设计和开发体验活动绝非易事,更不用说设计和开发逃避式体验活动了。以美剧《西部世界》中的主题乐园为例,通过机器人接待员、故事线、环境和安保系统等方面,解析该主题乐园逃避式体验营销的应用,并为当下其他主题乐园设计和开发逃避式体验活动提出几点建议。

In the era of experience economy,products and services can no longer meet all the needs of consumers.Consumers need a kind of experience that transcends products and services,and will resonate with it. During experiential marketing,designing and developing experience activities is not easy for enterprises,let alone designing and developing escape experience activities. This paper takes the theme park in the American drama"Western World"as an example,analyzes the application of the theme park’s escape experience marketing through robot receptionist,story lines,environment and security system,and offers a few suggestions on how to design and develop the escape experience activities for other theme parks.