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1、Customerexperienceplaces:thenewofferingfrontierJamesH.GilmoreandB.JosephPineIIJamesH.GilmoreandB.JosephPineIIarethefoundersofStrategicHorizonsLLPandauthorsofTheExperienceEconomy:WorkIsTheatre&EveryBusinessaStage%HarvardBusinessSchoolPress,Boston,Massachusetts,1999).Theirconsultan
2、cyisbasedinAurora,Ohio%pine&gilmore@strategichorizons.com).HereishowinnovativecompaniesinawidevarietyofbetterpartofadaytogetheratTheAmericanGirlTheater,industriescreatecustomerexperienceplaces±realorvirtualwherefor$25apiecetheycantakeina70-minutestagedvenueswherecustomerscantryou
3、tofferingsastheyproduction,TheAmericanGirlsRevue.TheygotoTheCafeÂimmersethemselvesinthrilling,absorbingexperiences.Atfora``grown-updiningexperience,''payinganadmissionfeethebestexperienceplacesthecustomerseagerlypayfortheof$16forlunchorteaand$18fordinner.Girlsposeforachancetoplay
4、.$21.95photoshoottotakehomeacopyofAmericanGirlMagazinewiththeirpicturesonthecover.Theycanevenhavenastunningretailingreversal,AOLTimeWarnerclosedtheirdolls'hairstyledinTheHairSalonfor$10%asimplepony-Iall85ofitsWarnerBrosStorestowardtheendof2001,tail)to$20%restoringthelookofitsorig
5、inalstyling).andWaltDisneyCompanystarted2002byclosing50AfamilycanwalkintoTheAmericanGirlPlaceandspendDisneyStores,apainfulclimaxtoitsdecisiontoshut70hundredsofdollarsjustonexperiences!Ofcourse,mostothersinthepastyear.arrivehomewithmoredolls,moreplayfurniture,moreHowcouldtheseTita
6、nsofmediaandmarketing±withallclothing,andmoreaccessoriesthattheypurchasedasthebelovedcartooncharactersfeaturedsoprominentlymemorabiliaoftheirexperiences.ThisPlacesoengageswithintheirstores±failsodramaticallyatretailing?Wegueststhattheirvisitsaverageoverfourhours±andthebelievethat
7、theproblemstemsfromDisneyandWarnermoretimetheyspend,themoremoneytheyspend.ThehangingontoolongtoanoutdatedconceptoftheretailAmericanGirlPlaceachievesthislevelofretailsuccess``store.''AsTitansoftheentertainmentbusiness,bothAOLpreciselybecauseithassothoroughlyabandonedtheTimeWarnera
8、ndtheWaltDisneyCompanyshouldhave``store'
