沉浸式体验场景的建构过程与机理——基于“长安十二时辰”街区的案例研究

The Construction Process and Mechanisms of Immersive Experience Scenes:A Case Study Based on"The Longest Day in Chang'an"Theme Block

技术进步与发展下的沉浸式体验场景推动了产业从供给侧到需求侧的变革创新,以沉浸式体验为核心的新兴业态在我国实践层面蓬勃发展,但相关理论研究较少。本文采用单案例研究方法,深入剖析典型的沉浸式体验场景,探究其建构过程与机理。研究发现,沉浸式体验场景的建构涵盖体验空间生成、交互界面建立及拟像社会构筑三个阶段,由环境层、互动层和核心层构成。同时,本研究基于沉浸式体验场景建构的过程与各阶段特征揭示出现象背后触发器—动力核心—可持续机制的场景建构机理。在理论贡献方面,文章通过案例分析和讨论回答了如何建构沉浸式体验场景及场景如何带来沉浸感的核心理论问题,实现了对沉浸理论和场景理论的拓展与丰富。在实践层面,研究结论有助于企业利用现有资源与技术搭建沉浸式体验场景,在实现商业目标的同时与消费者维持可持续的客户关系。

Within the realm of technological progress and development,immersive experience scenes have played a pivotal role in driving transformative changes and fostering innovation across both supply and demand aspects of the industry.Despite witnessing a thriving emergence of immersiveexperience-focused business models at an operational level in China,there is still a lack of scholarly research addressing this topic.This paper adopts a single case study method to conduct an in-depth analysis of representative immersive experience scenes,exploring the construction process and mechanisms.The study reveals that immersive experience scenes take shape in a tripartite structure consisting of the environment layer,interaction layer,and core layer,across the three phases of experience space generation,interactive interface establishment,and simulated society construction Furthermore,based on the process and characteristics of each phase in constructing immersive experience scenes,it uncovers the underlying mechanism of trigger-power core-sustainable mechanism behind this phenomenon.At the theoretical level,this paper answers the core questions of how to construct immersive experience scenes and how the scenes bring immersion through case analysis and discussion,enriching and expanding the research on the immersion theory and the scene theory.At the practical level,the conclusions can help enterprises build immersive experience scenes with their resources and technologies,and help them achieve business goals while maintaining sustainable relationships with consumers.