顾客感知价值外文翻译Word格式.docx

顾客感知价值外文翻译Word格式.docx

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外文翻译

原文1

ExperientialMarketing

Thepurposeofthispaperistoshowpeculiaritiesoftraditionalandexperientialmarketinganddescribewhyexperientialmarketingisbetterwaytounderstandconsumerbehaviourparativeanalysisshowsthemaincharacteristicsoftraditionalandexperientialmarketing.Traditionalmarketingcharacteristicsarethere:

productfunctionalcharacteristicsandsuperiority,narrowdeterminateproductcategories,pointofviewtotheconsumerasarationalthinker,applicationanalytical,quantitativeandverbalmethods,mechanicalstandpointtotheconsumer“Stimulus-Reaction”.Experientialmarketingpresentthesecharacteristics:

orientationtotheconsumerexperience,lookingtotheconsumerexperienceholistically,pointofviewtotheconsumerasrationalthinkerandemotionaltoo,exclectizmofmethodical,“fromStimulustoReaction”.Aswecanseeoutoftraditionalmarketingcharacteristicsthisstandpointtotheconsumerisinsufficient,becauseitevaluatejustonesideofconsumerbehaviour:

rationalconductsolookingthebiggestbenefitfrompurchase.Meanwhileexperientialmarketingestimatebothsidesofconsumer:

rationalandemotional,thisstandpointtotheconsumerismorepersonal,individual.

Keywords:

traditionalmarketing,experientialmarketing,productsuperiority,consumer,emotions,rationality

Inthisarticle,IcontrasttraditionalmarketingwithanewapproachtomarketingcalledExperientialMarketing

Nowadaysthentheworldisveryquicklychange,comingnewtech-nologies,communication,comeschangesintothemarketingtoo.IntheGreatBritain,USAandsimilarcountiesmarketsareoverfillwithproductsandservices.Therearebigcompetitionssoprinciplesandactionsoftraditionalmarketingdonotwork.Howattractnewconsumers,cause?

Theseopportunitieshaveexperientialmarketing.

Somepropositionsoftraditionalmarketingarediscussed.Inthetraditionalmarketingcommodityisunderstandingasaccompliceofattributes.K.Lancasterexpressedthisstandpointthefirsttimein1966.ThenthisstandpointwasdevelopingbyF.Kotler,T.Nagle.InthenewestscienceliteraturewecanfindgooddescriptionasacomplexofcharacteristicsandsuperiorityManyconsumerbehaviourresearchessuchasKotona,Engel,Black-well,Minard1999consumerestimatelikerationalthinker.Thisstandpointisbasedonconceptofinformationremaking.Thisconceptwidelycomesfromcognitivepsychology.

Marketing-mixinventorNeilBorden1964assertsthatunitedcomponentsinthemarketing-mixarenot.Marketing-mixtheorywascriticisingduetoitsmechanicalpointofviewstimulus-reaction.Nowisprovedthatbetweenstimulusandreactionisprocess.

ThenotionofexperiencehasenteredthefieldofconsumptionandmarketingthroughHolbrookandHirschman’s1982pioneeringarticle.Twentyyearsafter,thisnotionhasgainedgroundtoberecognisedasimportantforwhatitcancontributetomarketingknowledgeoftheconsumer.Asaconsequence,itisthepillarofthesocalledexperienceeconomyandexperientialmarketing.BuildingonArnouldandPrice’swell-known93’s“RiverMagic”paperonextraordinaryexperiences,marketerstendtoengageconsumersinamemorableway,offeringthemextraordinaryexperiences.Forthem,experiencesprovideconsumersawaytoengagephysically,mentally,emotionally,sociallyandspirituallyintheconsumptionoftheproductorservicemakingtheinteractionmeaningfullyreal.

Experientialmarketingiseverywhere.Inavarietyofindustries,companieshavemovedawayfromtraditional"

features-and-benefits"

marketingtowardcreatingexperiencesfortheircustomers.Thisshifttowardexperientialmarketinghasoccurredasaresultofthreesimultaneousdevelopmentsinthebroaderbusinessenvironment

Withtheexperienceeconomyera,withtheincreasedcompetitionisnarrowingratherthanasanaturaladvantage;

Enterprisesinproduct,pricing,channelsandpromotion,marketingservices,operatingatthelevelofcompetition,duetotheoperationofthemarketnormsoftransparencyandinformation,andmadetoimitateandlearnfromeachotheratanincreasingrate,Iwouldliketoestablishlong-termcompetitiveadvantagehasbecomeincreasinglyimpossible;

Thevariouscommunicationactivities,andenhancethecustomerexperienceneeds,sothatcustomersreceivethematerialandspiritualconceptofthedualmeetmarketing-Experientialmarketing

Inmanycases,customersmayhaveturnedadeafeartoproductadvertisingoverwhelming.Becausetherearetoomanyads,andmanyadvertisingcommitmentstohonortheintegrityofanumberofemergingissues,withthechangesinvalues,theconfidenceofcustomersfortheadvertisersareincreasinglyreduced.Infact,customercareisreflectedinthedetailsoftherealexperience,agoodbrandinthedetailsforcustomerstogetrealcomf