从儿童餐到预制菜，西贝的场景牌还好用吗？

Core Viewpoint - The article emphasizes the importance of understanding the concept of "scenarios" in marketing, defining it as a combination of accompanying conditions and tasks to be completed, which influences consumer behavior and decision-making [12][14]. Group 1: Definition and Importance of Scenarios - Scenarios are defined as the specific time and place in which consumers engage in activities, such as media consumption or shopping [1]. - The concept of scenarios has been misused in marketing, leading to a dilution of its theoretical value [2]. - The mainstream interpretation of scenarios in recent years aligns with the "Jobs To Be Done" (JTBD) theory, which focuses on understanding consumer needs based on tasks they aim to complete [3][4]. Group 2: Tasks and Consumer Behavior - Consumers purchase products to complete specific tasks in their lives, and businesses should innovate based on these tasks [4][7]. - The transition from focusing on products to understanding the underlying tasks consumers want to accomplish is crucial for effective marketing [8][56]. - Understanding the context in which tasks arise, including time and social conditions, is essential for identifying consumer needs [12][14]. Group 3: Social and Temporal Conditions - Scenarios consist of hard boundaries (temporal and spatial conditions) and soft constraints (social conditions) that shape consumer behavior [15][24]. - The example of breakfast choices illustrates how time constraints influence consumer decisions, prioritizing convenience over taste [16]. - Social conditions dictate how consumers approach dining experiences, with different expectations based on the context, such as family gatherings or business meetings [32][39]. Group 4: Case Study of Xibei - Xibei has successfully redefined its brand by focusing on family dining scenarios, particularly through the introduction of children's meals [66][72]. - The brand's marketing strategy emphasizes creating a complete solution for family dining, integrating product offerings, service, and user experience [74][97]. - Xibei's approach has led to significant consumer engagement, with over 640 million children served and a strong association with family dining experiences [73][98].