由中国传媒大学主办，中国传媒大学设计思维学院承办的设计思维创新峰会以“创新助力数字化时代2021”为主题，关注设计思维的发展状况，聚焦设计思维对产业和生活的长远影响，邀请13位设计思维行业嘉宾带来系列讲座。
第二讲嘉宾为体验思维创研院院长赖祖杰老师，带来以“X Thinking:A Business Philosophy in the Age of the Experience Economy”为主题的演讲。
嘉宾简介
演讲视频
Hello, and thank youfor inviting me to share about X Thinking, a new business philosophy in the age of the experience economy.
您好，感谢您邀请我分享体验思维，这是体验经济时代的一种新的商业哲学。
My name is Michael Lai,I'm Dean of X Thinking Institute, SVP of Knowledge Management & Senior Partnerat TANG.
我是赖祖杰，我是体验思维创研院的院长，知识管理高级副总裁兼唐硕的高级合伙人。
And also Associate Professor atTongji University's College of Design and Innovation.
同时也是同济大学设计与创新学院副教授。
So,we're in the age of the experience economy. What does this mean?
我们现在处在体验经济的时代。这意味着什么?
The experience economy was rediscovered by Joseph Pine II and James H.Gilmore in the late 1990’s.
体验经济是由约瑟夫·派恩和詹姆斯·h·吉尔摩在20世纪90年代末提出的。
They proposed that when businesses need to compete, there's a progression of what they deliver.
他们提出当企业需要竞争时，他们向消费者提供的商品是在不断升级演化的。
Business has at first extracted commodities such as food and agricultural products, minerals,from the ground.
最初的商品主要是通过种植或开采，从土地中获取的食品，农产品和矿物。
In order to compete against each other,they made goods.
为了与其他对手竞争，企业开始大规模制造产品。
When everyone started making goods or products, then businesses delivered services.
当大家都开始制造产品时，企业就开始提供服务。
And then when everyone delivered services in order to compete more, they needed to stage experiences.
然后，当大家都开始提供服务时，为了在竞争中胜出，提供体验于是被提上日程。
And then when everyone is delivering experiences, then they need to use experiences to help guide people'stransformation.
当提供体验成为一种共识时，企业又需要研究如何利用体验来给人们带来转变。
This is a frame work they use to explain how businesses have developed over time.
这就是两位作者用来解释商业如何演化的一个框架。
Right now, China is in the stage of the experience economy.
而现在，中国正处于体验经济的阶段。
So how do we truly understand and explain the state of this business environment?
那么，我们如何才能真正理解和解释这种商业环境的状态呢
We use a business philosophy. What exactly is a business philosophy then?
他就是商业哲学，那么究竟什么是商业哲学呢?
If we take a look at each word individually,
如果我们单独把商业哲学拆分开来看,
“Business” describes the activities often that people are engaged in，
“商业”通常描述人们从事的活动，
when they produce and sell goods for services and profit. It's also used to describe the organization itself.
当他们为服务和利润生产和销售商品时。它也可以用来描述组织本身。
Philosophy is the study of the fundamental nature of knowledge, reality and existence. It also serves as aguiding principle for our behavior.
而哲学是基础性的，是对知识、现实和存在的根本本质的研究。它也是我们行为的指导原则。
So X Thinking as a business philosophy explains the fundamental nature of business and it provides a guiding principles for conducting business.
体验思维作为一种商业哲学解释了商业的基本性质，它为人们从事商业活动提供了指导原则。
We use three dimensions of analysis to understand the state of business in the experience economy now.They are people、 value and sustainability.
我们一般用三个分析维度来理解体验经济中的商业状态。它们分别是人、价值和可持续。
When we understand the fundamental nature of business, we truly need to understand how people are the source of all change，
当我们理解商业的基本性质时，我们真正需要明白的是，人是所有变化的源头，
that brands need to constantly deliver value to people，
品牌需要不断地向人们传递价值，
and that brands need to, in order to stay sustainable, they need to generate and deliver value over time to these people.
品牌为了保持可持续发展，需要在一段时间内为这些人创造和传递价值。
This is how business works and especially this is how business works in the age of the experience economy.
这就是商业运作的方式，尤其是体验经济时代的商业运作方式。
But now what should businesses do？What should they focus on？What are the guiding principles of X Thinking in the age of the experience economy?
但是现在企业应该做什么？他们应该关注什么？体验思维在体验经济时代的指导原则是什么呢?
Well, businesses need to understand who their ideal customers are。They need to truly understand what are their expectations. Why do they have these expectations?
企业需要了解他们的理想客户是谁，他们需要真正了解他们的期望是什么。为什么他们会有这样的期望?
Value:well, what value do customers need from the brand?
关于价值，顾客需要从品牌中得到什么价值呢?
What value can be brand produce?
品牌能产生什么价值?
What capabilities do they have to produce such value?
他们有什么能力来创造这样的价值?
And how does this value differentiate the brand from its competitors?
这种价值如何使品牌有别于竞争对手?
Sustainability:a brandcan't deliver the same value over and over again over time. How do customersmeasure this value over time?
关于可持续，一个品牌不可能一遍又一遍地提供相同的价值，客户如何衡量这些价值呢?
As well as how can abrand achieve and maintain sustainable growth in development?
同时，一个品牌如何在发展中实现并保持可持续增长?
Because if a brand nolonger exists, therefore isn't sustainable.
因为如果一个品牌不再存在，那么就不可持续。
So let's look at eachone of these concepts and more detail.
让我们来看看每一个概念和更多细节。
People: People are thesource of all change.
关于人，人是一切变化的源头。
People are constantly becoming more sophisticated.Think about the time period of your parents when life was moredifficult, food was more scarce, the basic necessities are not advances they are today.
人们变得越来越精细。想想你父母的那个时代，与现在相比，他们的生活更加困难，食物更加匮乏，基本生活必需品也不像今天这样先进。
Look at our life today,look at how advanced China has become, look how advanced the world has become.
看看我们今天的生活，看看中国变得多么先进，看看世界变得多么先进。
Technology has moved sofar where.Something as simple as a smartphone that's every day, didn't existeven fifteen years ago.
科技已经发展得如此先进。像智能手机这样简单的日常用品，甚至在15年前都不存在。
Now, think about your children.Think about the young generation now.
现在，想想你们的孩子。想想现在的年轻一代。
They are living abetter life. They expect more value.
他们过着更好的生活.他们期待更多的价值。
So people areconstantly changing. Businesses need to understand that with each generation,with every new customer, they are becoming more sophisticated, and they areexpecting more from the brand.
所以人是不断变化的。企业需要明白，随着每一代人、每一个新客户的到来，他们正变得越来越精细和复杂，他们对品牌的期望也越来越高。
But what are they expecting？What sort of value are they expecting？
但是他们期待什么？他们期待什么样的价值？
There is an old philosophical question that asks if a tree falls in the forest, and no one is around to hear it. Does it make a sound?
有一个古老的哲学问题，假设无人在场的森林中有一棵树倒下，它会发出声音吗？
It's basically trying to understand did it truly fall at all? Does this tree exist? Does thesound it make actually exist or not?
它根本上是试图理解它真的倒下了吗？这棵树真的存在吗？它发出的声音真的存在吗？
When we apply it to business, a similar question arises.
当我们把这句话应用到商业中，也会有类似的问题。
If a business spends alot of money and resources producing a value, but no customers are there toperceive the value, or if the value is never perceived by the customer, does this value exist?
如果一个企业花费大量的金钱和资源来创造价值。但是没有顾客来感知价值，或者顾客从来没有感知到价值，那么这个价值是否存在？
So how do peopleperceive value? They perceive value through experiences.
那么人们是如何感知价值的呢？他们是通过体验来感知价值的。
Experiences are can be broken down into fourdimensions.
体验可以分为四个维度。
People experience thevalue of brand through the product service offerings.
人们通过提供产品和服务来体验品牌的价值。
People experience the value through a brand communications with them, as was how they communicate back to the brand.
他们通过品牌与他们沟通，以及他们与品牌沟通来获得价值体验。
People also experiencevalue in both physical environments, as well as the digital environments.
人们也会从实体环境和数字环境中来获得价值体验。
And lastly, peopleexperienced a brand through the brand’s employees’ behaviors.
最后，人们通过企业的员工和他们的行为体验了品牌。
Together, it's through these four dimensions that brands deliver value for people.
品牌正是通过这四个维度为人们传递价值的。
Lastly is sustainability.
最后是可持续。
We look at sustainability through the relationshipsthat people have with brands.
我们通过人们与品牌之间的关系来研究可持续。
Because humans aresocial animals and businesses themselves are social constructs，
因为人类归根结底是社会性动物，企业本身也是一种社会性结构。
we've created arelationship model to understand how people and brands have this relationship.
我们创建了一个关系模型来理解人与品牌之间的关系。
They start off as strangers, where people don't know the brand and brand don't know people.
他们一开始形同陌路，人们不了解品牌，品牌也不了解人。
When they do know each other, potential customers and brands become acquaintances.They may also knowabout each other, but they're not fully committed,
当他们相互了解后，潜在的顾客与品牌彼此相熟，他们可能相互了解，但并不完全忠实，
where the customerdoesn’t prefer this brand over other brands to consume from.
相比于其他品牌，消费者没有更偏爱于这个品牌。
Once a customer prefer this brand overall others. That's when they become friends. That's when they decide to purchase from this brand.
一旦顾客更偏爱这个品牌，他们就成了朋友，那时就是他们决定消费这个品牌的时候。
But they still purchase from other brands, they don't prefer this brand way over everything else.
但是他们依旧在购买其他牌子的商品呀，他们并不会为了这个品牌而放弃其他品牌。
But when the two, the brand and people, truly get close together, they become family— when people advocate for the brand.
但是当人与品牌真正足够亲近时，他们会成为彼此的家人，人们会为了这个牌子而发声。
People will share greatword of mouth about the brand, when they truly become passionate about thebrand.
人们会给这个品牌好评，那个时候他们会对它充满激情。
In order for brands to be sustainable, they need tounderstand the relationship that they have with their customers.
为了让这些品牌的生命力能够持续下去，企业需要理解他们和客户的联系。
These are the three dimensions of X Thinking, or in Chinese,
以上便是3个X Thinking，也就是体验思维的关键维度。
And again, there arepeople value and sustainability.
请允许我重复一遍，人、价值和可持续。
It means that businesses need to look at people, not just a as a consumer anymore, but asco-builders of the brand.
这代表着，商家需要用另一种思维看待人们，不仅是作为顾客看待，更要作为品牌的共同筑造者来看待。
They need to understand that in creating value, values no longer created through just producttransactions. But it's actually through brand services.
他们需要知道在价值创造的这件事上，价值不仅仅产生于交易中。更是孕育在品牌服务里。
And for sustainability,it's no longer a game of supply and demand. Businesses and brands are creating symbiotic systems.
对于可持续而言，其不再仅是供求关系的游戏。企业与品牌还在创造着符号系统。
When X Thinking as abusiness philosophy,is applied in business, the potentials are endless.
当我们把体验思维看作一种商业哲学，将其运用在企业经营中时，我们将收获满满。
This framework allowsus to understand that experiences can influence all aspects of business, andbusinesses truly need to understand, no, the relationship that they have with people，
通过这个框架，我们可以更好地理解，体验影响着商业的方方面面，企业确确实实需要去理解他们与人们的关系，
the experience that they deliver， the brand that they have, the wayexperiences can influence as business strategy,and how businesses differentiatefrom other businesses.
他们所提供的体验，他们所拥有的品牌，他们体验所影响商业战略的方式和他们如何与其他企业区分开。
Thank you again for inviting me to share about XThinking today. I hope this model and framework for understanding howbusinesses should behave in the experience economy helps you.
再次感谢你们今天邀请我来分享体验思维。我希望这个关于企业应该如何在体验经济中有所作为的思维模型和框架能够帮助到你们。
If you would like tolearn more about X Thinking, you can find out more in a book,Jason Huang and I co-authoreda book last year，titled体验思维 X. Thinking.
如果你愿意了解更多关于体验思维的事情，在这本书中你们可以找到更多，它是黄峰和我去年共创的《体验思维》
We'll be publishingthis book in English in the United States in January.
本书的英文版本将于明年1月在美国发布。
It has been adapted inthe English with new examples and content for the English market. We've alsoinvited Joe Pine, one of the authors of the Experience Economy, to write theforward for us.
英文版将针对英语国家市场，收录新的案例和内容。我们邀请Joe Pine，《The Experience Economy》的作者之一，为英文版撰写了序言。
Thank you again.
再次感谢各位。
