4864 
7948在互联网数字技术群与实体经济深度融合的背景下，场景已经与产品（服务）融为一体，并成为顾客价值创造与传递环节不可或缺的一部分。本文基于72个场景样本，通过案例研究归纳出了场景的三大构成要素（6个子要素）、四种基本类型以及商业模式视角下的场景定义，并构建了基于“产品＋场景”组合的价值创造与传递的理论基础。进而，本文借助经济学分析框架，通过“产品＋场景”组合的定价空间和利润空间分析，进一步探究组合定价与用户体验之间的关系。最后，本文认为，“产品＋场景”作为一个能够进行价值创造与传递的整体“分析单元”和“设计单元”，是企业进行营销组合定价设计、创新设计和竞争差异化设计、实现商业模式创新的重要源泉。本文在一定程度上丰富了既有的市场营销、创新管理和战略管理理论。
基于用户体验的商业模式场景研究：价值创造与传递视角
摘要
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引用本文
李鸿磊, 刘建丽. 基于用户体验的商业模式场景研究：价值创造与传递视角[J]. 外国经济与管理, 2020, 42(6): 20-37.
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