ЭКОНОМИКА ВПЕЧАТЛЕНИЙ И ПОТРЕБИТЕЛЬСКИЙ ОПЫТ: КОНЦЕПТУАЛЬНЫЕ ОСНОВЫ

 

Черникова Л. И.,

д.э.н., доцент, профессор Департамента корпоративных финансов и корпоративного управления Факультета экономики и бизнеса, Финансовый университет при Правительстве Российской Федерации

Слепнева Т. А.,

к.э.н., доцент, профессор Департамента корпоративных финансов и корпоративного управления Факультета экономики и бизнеса, Финансовый университет при Правительстве Российской Федерации

Шальнева М. С.,

к.э.н., доцент, доцент Департамента корпоративных финансов и корпоративного управления Факультета экономики и бизнеса, Финансовый университет при Правительстве Российской Федерации

 

The economy of impressions and consumer experience: сonceptual framework

 

Chernikova L. I.,

Doctor of Economics, Associate Professor, Professor of the Department of Corporate Finance and Corporate Governance of the Faculty of Economics and Business, Financial University under the Government of the Russian Federation

Slepneva T. A.,

Candidate of Economics, Associate Professor, Professor of the Department of Corporate Finance and Corporate Governance of the Faculty of Economics and Business, Financial University under the Government of the Russian Federation

Shalneva M. S.,

Candidate of Economics, Associate Professor, Associate Professor of the Department of Corporate Finance and Corporate Governance of the Faculty of Economics and Business, Financial University under the Government of the Russian Federation

 

Аннотация. Впечатления – важная часть того, что предлагает любая компания своим потребителям. В маркетинге существует концепция «экономики впечатлений», придуманная Пайном и Гилмором, согласно которой впечатления являются принципиально новым экономическим предложением, приходящим на смену товарам и услугам и создающим дополнительную ценность для потребителей. Данная концепция активно используется на практике для улучшения потребительского опыта, который компании создают для своих клиентов.

В условиях современных рыночных тенденциях усиливается экономика впечатлений, в то время как экономика товаров и услуг отошла на второй план. Современному потребителю нужны яркие впечатления и события. Люди во всем мире покупают не продукты и услуги, им нужны впечатления и эмоции от покупки этих товаров и услуг, т.е. для потребителя основной целью покупки товара или услуги является получение определенного впечатления.

 

Ключевые слова: концепция, экономика впечатлений, рынок, конкуренция, стратегия, потребители, эмоции, опыт.

 

Abstract. Impressions are an important part of what any company offers to its consumers. In marketing, there is a concept of the "impression economy", invented by Pine and Gilmore, according to which impressions are a fundamentally new economic proposal that replaces goods and services and creates additional value for consumers. This concept is actively used in practice to improve the consumer experience that companies create for their customers.

In the conditions of modern market trends, the economy of impressions is strengthening, while the economy of goods and services has receded into the background. The modern consumer needs vivid impressions and events. People all over the world do not buy products and services, they need impressions and emotions from the purchase of these goods and services, i.e. for the consumer, the main purpose of buying a product or service is to get a certain impression.

 

Keywords: concept, impression economy, market, competition, strategy, consumers, emotions, experience.

 

DOI: 10.56584/1560-8816-2022-3-74-81

 

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