In some countries, parents expect children to spend long time studying in and after school and have less free time. Do you think it has positive or negative effects on children and society that they live in

1.

Introduction

& overview

Immersive

script

experience

is gradually becoming the

first

entertaining choice for the youth. It lets them hang out with their friends to have a film-like

experience

in a well-furnished space with delicately designed items, acting as an intelligent detective or a cruel criminal. Your company,

Ciyuan

, located in

Xiamen

, is a successful

immersive

script

experience

store with hot

popularity

among young students. In

this

report

, we aim to analyze the external

communication

of

Ciyuan

, and some

suggestions

are provided in the following pages.  2. Main

communication

: advertising to

customers

External

communication

of

Ciyuan

mainly focuses on its advertising to

customers

, which takes advantage of a set of measures. 2.1

Dian

Ping (1)Basic

introduction

Dian

Ping is the earliest consumer evaluation

platform

in the world. Through the evaluation, other consumers can better choose their consumption sites.

Ciyuan

publicizes its services through

Dian

Ping and allows potential players to understand its

service

contents

and

quality

better. (2)

Advantages

 Comments from other consumers are often more authentic, objective, and convincing.  The

platform

has a wide range of

users

who can

further

enhance the

popularity

of

Ciyuan

. (3)

Disadvantages



Information

presented by

Dian

Ping is insufficient, increasing the

cost

of attaining

information

for

customers

. 

Dian

Ping does not provide direct contact

information

of

Ciyuan

, which is inconvenient for direct

communication

. 2.2 Little Red

Book

(

Xiaohongshu

) (1)Basic

introduction

Little Red

Book

(

Xiaohongshu

) is a social e-commerce

platform

functioning as social networking and online interaction.

Ciyuan

frequently posts

information

on that

platform

to advertise its

service

and attract new

customers

. (2)

advantages

 The

cost

of

user

participation is getting lower than the advertising.  Little Red

Book

provides a very convenient local recommendation option. (3)

Disadvantages



Ciyuan

has fewer

fans

of its

account

on Little Red

Book

.  Due to the inconvenience of traffic and limitation of

location

,

this

advertising pays little

attention

to

brand

promotion and makes tiny use of the potential

effects

of Little Red

Book

. 2.3

Weibo

(1)Basic

introduction

Weibo

refers to a broadcast, social media, and network

platform

focusing on

information

sharing, similar to Little Red

Book

. Still, its content is relatively more comprehensive with all kinds of

users

and functions. (2)

Advantages



Ciyuan

effectively attracts potential

customers

by publishing relevant

service

introductions on

Weibo

and publicizing young

customers

. 

Ciyuan

shares positive

service

experience

comments released by

customers

, effectively improving the expectations of new and old

customers

. (3)

Disadvantages

: 

Weibo

has many homogeneous businesses, so it is difficult for

Ciyuan

to stand out and be noticed.  The posting frequency is low, leading to wrong instructions for

customers

with poor

popularity

.  Video

communication

is not utilized;

thus

,

customers

may have a relatively poor impression of the store. 2.4

Wechat

(1)Basic

introduction

: The

number

of

WeChat

users

exceeds 1.2 billion, which is the instant messaging software with the

third

user

base in the world. By applying for a

Wechat

subscription

account

,

Ciyuan

has accomplished all-around communications and interactions with

fans

' words, pictures, voice, and

videos

, forming a mainstream online marketing method. (2)

Advantages

:  Promote

Ciyuan

to hundreds of

Wechat

users

with a lower promotion

cost

and higher

communication

efficiency than traditional media. 

WeChat

subscription

can achieve accurate message recommendations through

user

classification and geographical detection.  The promotion methods are diversified to texts, pictures, and live

videos

. 

Users

who subscribe to

Ciyuan

’s

account

could receive its most recent

subscription

in

time

. (3)

Disadvantages



Ciyuan

recently didn’t make full use of the function of the

Wechat

subscription

account

with just a few subscribed

contents

.  The

name

of the

subscription

account

is not the same as the merchant

name

, which may mislead

customers

in the searching process. 2.5 Offline advertising (1)Basic

introduction

After experiencing the

service

of

Ciyuan

, some

customers

would communicate the

service

contents

and

quality

to people around them, spontaneously publicizing the

brand

. (2)

Advantages

:  New

customers

naturally trust the recommendation of friends as guarantors than the advertisement. So they will have a greater chance to

experience

Ciyuan

’s services. (3)

Disadvantages

 It is

also

possible that the nasty comments of an old

customer

will be spread to his circle of friends, which will dissipate and disgust the reputation of

Ciyuan

.   3.

Cost

analysis

Cost

analysis could reflect the quantified

effects

of external

communication

.

This

report

mainly focuses on the

cost

of different

communication

manners. 3.1

Customers

(C) Since

Ciyuan

remains a

customer

-oriented strategy, most of its

communication

or advertising measures pay

attention

to the

popularity

and

experience

among

customers

. 3.1.1 Advertising As discussed above,

Ciyuan

utilizes a couple of ways to propagate. The respective

cost

is listed below: (1) Fixed

cost

（100k）  Advertising

videos

: 30k  Tik Tok: 30k  Little Red

Book

(

Xiaohongshu

)

contents

creation: 20k 

Wechat

group and other

subscription

: 20k (2) variable

cost

 6k per month 3.1.2

location

& furnishing

Location

and well-furnished environment could indirectly enhance the

popularity

of

Ciyuan

and improve

customer

experience

. The logic of

location

selection

considers

customers

’ consumption combination, transportation

cost

, and rental fees. Sometimes there’s

also

a need to include the degree of exposure. Possible

selection

indexes are as follows:  rent fee  transportation and commercial center  site area

Ciyuan

enjoys a good reputation for high-end style, so

Xiamen

's furnishing

cost

is on the top. In

this

case, it could provide an excellent atmosphere for

customers

with different characteristics. 

Ciyuan

Library

(delicacy style): 800k 

Ciyuan

Special Research Department(mysterious style): 1500k 3.2

Suppliers

(B) 3.2.1

Products

There is

also

a

cost

incurred in the

communication

with the

suppliers

since new

products

could enable

customers

to enjoy fresh feelings when

time

goes by. 

Product

A （500*n） 

Product

B （5000*3） 

Product

C （1888*10） Note:

Product

A is unlimited to all similar

stores

.

Product

B is unique in

Ciyuan

with exclusiveness.

Product

C is limited to a small couple of

stores

. 3.2.2 Exhibition

Additionally

,

Ciyuan

would dispatch designers and other workers to participate in the exhibition to gain helpful knowledge.  Frequency: 8 times per year  Participants: 2-3 employees(including designers)  Costs: 5k-8k In the exhibition,

Ciyuan

could exchange ideas with other

immersive

script

experience

stores

to improve current fashion and

customer

service

quality

. 3.3 Conclusion Based on our

report

,

Ciyuan

devotes highly to its

communication

to

customers

and

suppliers

. For

customers

,

Ciyuan

invests in site

selection

and furnishing to convey the most enjoyable

experience

while

also

spending some on advertising to improve its

popularity

. For

suppliers

,

Ciyuan

also

purchases new

products

and participate in regular

immersive

script

experience

exhibitions to add freshness and innovation into its business.   4.

Effects

We can find that external

communication

of

Ciyuan

is influential with several

effects

: 4.1 Business condition

Ciyuan

has two

stores

in the Siming District of

Xiamen

, China. One of its branch offices is called the

Ciyuan

library

, and the other is called

Ciyuan

special bureau. The

Ciyuan

library

is located in the high-rise twin tower of the Shimao Group in

Xiamen

, adjacent to the

Xiamen

University. And

Ciyuan

Special Bureau is located in

Xiamen

MIXC. Both

stores

have a stable source of

customers

, and the monthly opening

number

of

Ciyuan

Library

is about 140, while that of

Ciyuan

Special Bureau is about 80-100. The comprehensive average income of each branch office is about 1200 yuan, and each store managers are 6-7 people. 4.2

User

perspective According to our interviews with surrounding students and businesses, the vast majority of

customers

said that the

user

experience

of

script

immersive

script

experience

is outstanding, and it is suitable for ordinary relaxation and entertainment. At the same

time

, some

customers

have put forward some opinions.

For example

, some

customers

hope that holographic projection technology can be introduced into the

Ciyuan

immersive

script

experience

to

experience

a more authentic

immersive

feeling. Some clients have suggested that

Ciyuan

immersive

script

experience

could join a big

brand

,

such

as Marvel, to bring more role-playing

experience

. 5.

Suggestions

and conclusions 5.1

Suggestions

for external media 5.1.1

Weibo

 Increase the frequency and

quality

of

Weibo

, with some exquisite in-store pictures and

videos

;  Pay money to

Weibo

Official buying stream or

users

’

attention

so that more people could know about

Ciyuan

.  Establish

Weibo

Super Topics to allow existing

customers

to share the

script

murder

experience

and photos in Super Talk and provide a place for the

fans

of

script

murder to discuss. 5.1.2 Public comment  Add a brief

introduction

to the content of various scripts, including the type of

script

, the

time

required, the

number

and gender of suitable players, the difficulty of pushing the hand, whether it needs players to change clothes, etc.  Attach effective

WeChat

contact

information

for

customers

to consult in detail. 5.1.3 Official

account

 improve the in-store

script

and the latest activity

information

so that the data can be updated in

time

and the push will be more

time

-sensitive;  Add more function blocks to allow

users

to match their specific needs directly;  Change the official

account

name

to be the same as the business

name

to search for the official

account

fastest. 5.1.4 Little Red

Book

(

Xiaohongshu

):  Use events to expand the

number

of

fans

;  Invite

users

of Little Red

Book

(

Xiaohongshu

) who have more

fans

to

experience

, test the

script

and

then

publish reviews and recommended articles. 5.2

Suggestions

for costs input 5.2.1

Customer

perspective Through our survey, investment in site

selection

and furnished is already at a top level in

Xiamen

, but it would be better if

Ciyuan

could pay more

attention

to advertising. We can see that costs in propagating in online platforms are not very low, but unfortunately, it does not take full advantage of them. We suggest

Ciyuan

could improve its advertising plan and methods in these platforms and

further

popularize the

immersive

script

experience

brand

. 5.2.2 Supplier perspective We suggest that

Ciyuan

is expected to consistently devote highly to acquiring novel

script

products

and participating in several exhibitions to refresh and update itself continuously. 5.3 Conclusion: In terms of our survey results,

Ciyuan

already has a relatively mature external

communication

system, and the benefits of its dissemination and popularization are

also

awe-inspiring. As we mentioned, we got access to know about

Ciyuan

, and after we experienced as

customers

of

Ciyuan

, we found some minor deficiencies and had provided feedback to the management. Taking

account

of

Ciyuan

’s operating circumstances, revenue and

cost

control, and vigorous development prospect, we believe that

Ciyuan

will do better and better in external

communication

after adopting our opinions.