公园城市消费场景研究
A Study on Consumption Scenarios of Park City
作者信息
刘琼 腾讯研究院研究中心副主任
摘要 在公园城市建设中，消费场景的本质是重新构建“人、物、场”的连接方式。创新的消费场景，带来全新的消费体验；深刻的消费者洞察，引领全新的流行趋势；复合的消费场景，改变消费者的生活方式。政府、企业、居民是公园城市消费场景中的主体，其中，政府和企业是公园城市消费场景的构建方，为消费场景提供政策、空间、产品、服务等体验要素；居民是公园城市消费场景的主要受众方，通过体验不同的消费场景，获得物质和精神的满足，提升自我的幸福感和对城市的认同感。公园城市建设通过对消费链条进行数字化升级，提升消费场景的体验感，创新更多的消费场景。同时，高品质、个性化的消费场景和企业的生产需求高度融合，催化实体经济的变革，催生一大批高技能人才，总体上增加社会福利、创造更多新的就业机会，带动城市的经济活力。
关键词 公园城市，消费场景，个性化，定制化，数字化
Abstract During the construction of park city, the essence of consumption scenarios is to re-establish the connection of “people, goods and fields”. Innovative consumer scenarios bring a new consumer experience. Deep consumer insights lead new trends. Composite consumer scenarios can change the way consumers live. Government, enterprises, and residents are the mainstays in the urban city consumption scene. Among them, the government and enterprises are the builders, providing policies, space, products, services and other experiential elements. The residents are recipients, who can obtain material and spiritual satisfaction by experiencing different consumption scenarios, and further enhance their self-esteem and recognition of the city. The construction of park city will enhance the experience of the consumption scene and innovate more consumption scenarios by digitally upgrading the consumption chain. At the same time, personalized consumption scenarios of high quality can be highly integrated with the production needs of enterprises, catalyzing the transformation of the real economy, stimulating a large number of highly skilled personnel, increasing social welfare overall, creating more new employment opportunities, and driving the economic vitality of the city.
Keywords park city, consumption scenarios, personalization, customization, digitization
来源：《城乡规划》2019 NO.1
