体验营销中英文对照外文翻译文献Word下载.docx

体验营销中英文对照外文翻译文献Word下载.docx

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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,agoodbrandinthedetailsforcustomerstogetrealcomfortableexperiencetimesinfact,ahundredtimesbetterthanadvertisingConsumervalueisthecoreofmarketingattentiontowhatcustomersvalueisthefundamentalquestionofwinning.Traditionaltextbooklistsfourkindsofconsumervalue,namely,functionalvalue,emotionalvalue,socialvalueandpersonalvalue.Atpresent,thecompanyhas"

experience"

tothe"

experienceeconomy"

broughtaboutbythenewvalue."

Consumerexperience"

hasbecomethefirstfivekindsofconsumervalue,namely,thepursuitofconsumerpurchasesandthevalueoftheexperience.

1.FocusonFunctionalFeaturesandBenefits

Traditionalmarketingislargelyfocusedonfeaturesandbenefits.Traditionalmarketersassumethatcustomersbusinesscustomersorendconsumersinavarietyofmarketsindustrial,consumer,technology,service

Weighfimctionalfeaturesintennsoftheirimportance,tradeofffeaturesbycomparingthem,andselecttheproductwiththehighestoverallutilitydefinedasthesumofweightedfeatures

2.ProductCategoryandCompetitionareNarrowlyDefined

Intheworldofatraditionalmarketer,McDonald'

scompetesagainstBurgerKingandWendy'

sandnotagainstPizzaHutFriendly'

sorStarbucks.Chanelfragrancescompete^igainstDiorfragrancesandnotagainstthoseofLancomeorL'

Oreal,oragainstfragrancesofferedbytheGaporanothermass-marketretailer.Foratraditionalmarketer,competitionoccursprimarilywithinnarrowlydefinedproductcategories-thebattlegroundofproductandbrandManagers.

3.CustomersareViewedasRationalDecisionMakers

Throughoutthiscentury,economists,decisionscientistsandmarketershaveviewedcustomerdecision-makingasstraightforwardproblemsolving.AsEngel,BlackwellandMiniard1994explain,problemsolvingreferstothoughtful,reasonedactionundertakentobringaboutneedsatisfaction.

Customerdecision-makingprocessestypically^lreassumedtoinvolveseveral

steps:

needrecognition,informationsearch,evaluationofaltematives,purchaseandconsumption.

4.MethodsandToolsareAnalytical,QuantitativeandVerbalStandardtraditionalmarketingmethodologiesareanalytical,quantitativeandverbal.Thinkaboutregressionmodels.Theinputtomostregressionmodelsandtheirstepchildthelogitmodelconsistsofverbalratingscollectedininterviewsorsurveys.Thepurposeistopredictpurchaseorchoicebasedonanumberofpredictorsandtoassesstheirrelativeimportanceweights.Orconsiderpositioningmaps

AFocusonCustomerExperiences

Incontrasttoitsnarrowfocusonfunctionalfeaturesandbenefits,experientialliarketingfocusesoncustomerexperiences.Experiencesoccurasaresultofencountering,undergoingorlivingthroughtilings.Experiencesprovidesensory,emotional,cognitive,behavioural,andrelationalvaluesthatreplacefunctionalvalues.

StrategicExperientialModules

TheSENSEmodule-orSENSEmarketing-appealstothesenseswiththeobjectiveofcreatingsensoryexperiences,throughsight,sound,touch,tasteandsmell.SENSEmarketingmaybeusedtodifferentiatecompaniesandproducts,tomotivatecustomersandtoaddvaluetoproducts

FEELmarketingappealstocustomers'

innerfeelingsandemotions,withtheobjectiveofcreatingaffectiveexperiencesthatrangefrommildlypositivemoodslinkedtoabrand

THINKmarketingappealstotheintellectwiththeobjectiveofcreatingcognitive,problem-solvingexperiencesthatengagecustomerscreativelyTHINKappealstotargetcustomers'

convergentanddiver^gentthinkingthroughsurprise,intrigueandprovocation.

ACTmarketingenrichescustomers'

livesbytargetingtheirphysicalexperiences,showingthemaltemativewaysofdoingthings

RELATEmarketingcontainsaspectsofSENSE,FEEL,THINKandACT

Marketing.However,relatemarketingexpandsbeyondtheindividual'

sPersonal。

Intheexperientialperspective,theconsumptionexperienceisnolongerlimitedtosomeprepurchaseactivity,nortosomepostpurchaseactivity,e.g.theassessmentofsatisfaction,butincludesaseriesofotheractivitieswhichinfluenceconsumers’decisionsandfutureactions.Consumptionexperienceisthusspreadoveraperiodoftimewhich,accordingtoArnouldandPrice1993,canbedividedintofourmajorstages:

●Thepre-consumptionexperience,whichinvolvessearchingfor,planning,day-dreamingabout,foreseeingorimaginingtheexperience;

●Thepurchaseexperiencewhichderivesfromchoice,payment,packaging,theencounterwiththeserviceandtheenvironment;

●Thecoreconsumptionexperienceincludingthesensation,thesatiety,thesatisfaction/dissatisfaction,theirritation/flow,thetransformation;

●Therememberedconsumptionexperienceandthenostalgiaexperienceactivatesphotographstoreliveapastexperience,whichisbasedonaccountsofstoriesandonargumentswithfriendsaboutthepas