体验经济下消费者体验层次的探讨——以苗族蜡染为例

Discussion on Consumer Experience Level under the Experience Economy:Taking Miao Nationality Batik as an Example

随着社会经济发展,现阶段我国迎来了“体验经济”的时代,其表现为以消费商品来获得情感与愉悦,享受成为第一要素。当然,这种现象也反映在文旅产品的开发方面,其中作为非物质文化遗产的代表,贵州省西江千户苗寨的苗族蜡染就以一种体验型文化产品的形式,给予人们精神的愉悦。在这一过程之中,消费者往往通过感官体验、审美体验、情感体验三重层次顺序展开,逐步深化认知,丰富情感感受。

With the development of society and economy,our country has ushered in the era of"experience economy"at this stage,which is manifested in the consumption of commodities to obtain emotion and pleasure and enjoyment becoming the first element.This phenomenon is also reflected in the development of cultural and tourism products.As a representative of intangible cultural heritage,the Miao batik in Qianhu Miao Village in Xijiang,Guizhou Province provides people with spiritual pleasure in the form of an experiential cultural product.In this process,consumers often develop in a three-level sequence of sensory experience,aesthetic experience,and emotional experience,gradually deepening their cognition and enriching their emotional feelings.