顾客感知价值外文翻译
顾客感知价值与服务质量管理研究框架
顾客感知价值与服务质量管理研究框架一、论文结构１.1 总体结构的设想１.１．１研究目的和意义20世纪90年代以来,顾客价值(Cｕstomｅr Value）理论的最新研究成果不断涌现,它们对该理论体系的补充和完善做出了很大的贡献．但由于多从理论方面进行的探索,使企业在运用这种方法操作时普遍存在这样或那样的缺陷。
该研究就是要尽量弥补这些的不足,这是本研究的一个重要目的。
另外，本人一直对顾客价值、服务质量和顾客满意方面的研究抱有浓厚的兴趣，并希望通过该课题的成功研究为企业提供更多、更有效的服务和帮助。
这也是本研究的重要动机.本研究将对中国企业如何探查并构建顾客价值的层级结构，如何进行顾客价值的创造和流畅管理和服务质量管理进行了全面系统的探讨。
该课题的研究不仅是对顾客价值（Ｃuｓｔｏmeｒ Value)理论待研究领域的有益探索，更有利于对企业营销实践活动的指导和借鉴。
1．1．2 研究框架〖图1-1〗本研究框架(由作者整理）１.1．3写作提纲１。
导言1。
１写作目的1。
２相关研究现状１。
3研究方法1.4创新点与进一步展开的研究2. 顾客感知价值与服务质量２。
1服务的本质2。
２服务质量的概念与构成2.3顾客感知服务质量的模型2。
4顾客感知服务质量的决定要素2．５动态的顾客期望３.感知服务质量管理的主要模型以及评价3.1SERVQＵAL评价模型3。
２服务质量差距管理模型4．顾客价值的构建与探查4.1顾客期望价值变量的确定4。
2顾客价值构成要素的确定5。
服务质量管理5.1全面服务质量管理5。
2服务补救管理5。
3服务补救的概念5。
4识别服务补救的需要5.5服务补救的时机选择５.6服务补救的基本步骤与程序结论1．2 主要解决的问题近年来,“顾客价值（Customer Value）”这一概念在营销管理领域的应用随着服务营销的兴起而再度成为学术研究的热点.国外很多营销学者进行了较深入的研究,并提出了很有见解性的观点。
而且国内学者也开始涉猎顾客价值这一领域的研究。
提高顾客感知价值策略探析
提高顾客感知价值策略探析【摘要】有效提高顾客感知价值已成为企业现阶段进行市场竞争最为重要的手段之一，而提高顾客感知价值需要采取一系列合理、可行的策略。
本文在总结国内外企业提高顾客感知价值的成功做法的基础上，对我国企业应当采取的系列策略进行了较全面的探讨。
为使这些策略能真正得以实施，本文还提出了这些策略的实践原则。
【关键词】顾客感知价值策略一、探索顾客感知价值的内涵和必要性顾客感知价值即顾客价值，它是指顾客基于所得与所失的感知，对产品效用所做的总体评价，即感知利得（perceived benefits）与感知利失（perceived sacrifices）的比值（Zeithaml、Parasuraman、Berry，1990）。
感知利得一般是指消费者在购买和使用产品过程中感知到的产品物理和服务属性以及可获得的技术支持感；感知利失包括买方购买某一种需要承担的全部成本，如购买价格、获得成本、运输、安装、订购、维修费用以及维护与供应商的关系所花的精力和时间等（白琳、陈圻，2006）。
研究企业竞争必须探讨企业竞争优势形成的源泉。
产品结构理论认为：一个企业能有竞争优势，在于企业能正确地选择行业并在该行业中处于有利位置。
但很多实证研究证明，同一产业内企业之间长期利润率的分散程度要比不同产业之间利润率的分散程度大得多。
资源基础理论则认为：企业能有竞争优势在于企业具有一定的资源优势。
但在现代市场竞争环境下，企业的资源优势不可能长期不被模仿、代替，同时，判断什么是优质、专有资源本身存在着许多困难。
现代企业竞争的客观事实表明：顾客价值才是企业成长的本源和企业胜败兴衰的决定因素，这一点已逐渐成为企业的共识。
接下来的问题是，企业要获得顾客，必须采取一系列合理、有效的策略，使顾客在选择和使用本企业的产品或服务的过程中有很高的感知价值，只有这样，顾客才能对企业满意，然后逐步形成对企业的忠诚，从而成为企业最宝贵的资源。
但从客观现实来看，很多企业在实施顾客价值策略时，暴露出运用方面的很多问题。
游客感知价值英文
游客感知价值英文全文共四篇示例，供读者参考第一篇示例：Tourist Perceived ValueTourist perceived value is a concept commonly used in the tourism industry to describe the worth or value that tourists perceive they are receiving in exchange for their money, time and effort while traveling. It is a subjective assessment made by tourists based on their individual expectations, preferences, previous experiences, and the overall quality of the tourist experience.第二篇示例：Visitor Perception of ValueAs more and more people indulge in the joy of traveling, the concept of value in travel has become increasingly important. While traditional factors such as cost and convenience still play a significant role in a traveler's decision-making process, there is a growing acknowledgment of the importance of visitor perception of value.第三篇示例：【游客感知价值英文】In recent years, the value of tourism has become increasingly important as a driver of economic growth and development in many countries around the world. As more and more people travel for leisure and business, the demand for unique and authentic travel experiences has also increased. One key aspect of the tourism industry that has gained significance is the perception of value by tourists.Tourists' perception of value refers to the subjective assessment of the benefits and costs associated with a travel experience. It is influenced by a wide range of factors, including the quality of the service provided, the price of the product or service, and the overall satisfaction with the experience. Understanding and measuring tourists' perception of value is crucial for destinations and businesses in the tourism industry to attract and retain customers.There are several key dimensions of value that influence tourists' perception. These include:- Functional value: This refers to the tangible benefits that tourists receive from a travel experience, such as the quality ofaccommodation, transportation, and attractions. Tourists expect to receive good value for the money they spend on these basic services.- Emotional value: This refers to the emotional benefits that tourists derive from a travel experience, such as the sense of relaxation, happiness, and fulfillment. Positive emotional experiences can lead to greater satisfaction and loyalty among tourists.- Social value: This refers to the social benefits that tourists gain from interacting with other people during their travels, such as forming new relationships, sharing experiences, and building social connections. Social value can enhance the overall quality of the travel experience.- Symbolic value: This refers to the symbolic orstatus-related benefits that tourists associate with a travel experience, such as the prestige of staying at a luxury hotel or visiting a famous landmark. Symbolic value can enhance tourists' self-esteem and social status.- Experiential value: This refers to the unique and memorable experiences that tourists have during their travels, such as participating in cultural activities, trying new foods, andexploring natural attractions. Experiential value can create lasting memories and emotional connections with a destination.Tourists' perception of value is shaped by their expectations, preferences, and past experiences. It is influenced by factors such as the level of competition in the tourism industry, the quality of the destination's infrastructure and services, and the overall image and reputation of the destination. To enhance tourists' perception of value, destinations and businesses in the tourism industry can focus on improving the quality of their products and services, offering competitive prices, and creating unique and authentic travel experiences.In conclusion, tourists' perception of value plays a critical role in the success of the tourism industry. By understanding and meeting tourists' expectations and preferences, destinations and businesses can enhance their competitiveness and attract more visitors. Tourists' perception of value is a key driver of customer satisfaction, loyalty, and word-of-mouth promotion. It is essential for destinations and businesses in the tourism industry to prioritize and invest in creating value for tourists to ensure long-term success and sustainability.第四篇示例：Tourist Perceived ValueTourist perceived value is a concept that plays a significant role in the tourism industry. It refers to the perceived benefits and satisfaction that tourists receive from their travel experience in relation to the cost and effort involved in the trip. In other words, it is the perceived worth that tourists assign to a destination or a tourism product based on their overall experience.There are several factors that contribute to tourists' perceived value, including the quality of the destination, the services and facilities available, the authenticity of the experience, and the overall cost of the trip. For example, if a tourist visits a destination with stunning natural beauty, rich cultural heritage, and excellent hospitality, they are likely to perceive high value from their visit. On the other hand, if the destination is poorly maintained, lacks basic facilities, and has unfriendly locals, tourists are likely to perceive low value from their visit.Tourists' perceived value can also be influenced by their expectations, motivations, and personal preferences. For instance, a luxury traveler may value comfort, exclusivity, and personalized service, while an adventure traveler may value excitement, challenge, and new experiences. Therefore, it isimportant for tourism providers to understand the different needs and preferences of tourists in order to deliver a valuable and memorable experience.In today's competitive tourism market, it is essential for destinations and tourism providers to focus on enhancing tourists' perceived value in order to attract and retain visitors. This can be achieved by providing high-quality services and facilities, offering authentic and unique experiences, pricing products and services competitively, and engaging with tourists to gather feedback and improve the overall visitor experience.Moreover, digital technologies and social media play a crucial role in shaping tourists' perceived value. Online reviews, ratings, and recommendations from fellow travelers can greatly influence the perceived value of a destination or a tourism product. Therefore, destinations and tourism providers need to actively manage their online presence and reputation in order to enhance tourists' perception of value.In conclusion, tourist perceived value is a key concept in the tourism industry that influences tourists' decision-making, satisfaction, and loyalty. By focusing on enhancing tourists' perceived value through quality services, authentic experiences, competitive pricing, and active online presence, destinations andtourism providers can create positive and memorable travel experiences that will attract repeat visitors and positive word-of-mouth recommendations.。
顾客感知价值_顾客满意和行为倾向的关系研究述评
顾客感知价值、顾客满意和行为倾向的关系研究述评白琳（安徽大学工商管理学院，合肥230039）摘要：本文介绍了顾客感知价值、顾客满意和行为倾向的概念内涵和三者关系研究的4种模型，并针对这4种模型介绍了国外相应的实证研究成果，最后指出了当前研究的不足和造成差异性结论的原因。
关键词：顾客感知价值；顾客满意；行为倾向引言近些年，顾客感知价值、顾客满意和行为倾向三者的关系研究一直是备受关注的话题，也是西方消费者行为研究中非常活跃的领域。
Ostrom和Iacobucci（1995）指出：“把顾客感知价值、顾客满意和行为倾向这些消费者判断同时放在一个研究构架中以比较它们之间的相互作用无疑将是非常有意义的。
”关注度的提高和研究范围的不断扩大使得该研究领域出现了百花齐放的景况，但同时也由于信念、理论研究背景和实践背景的不同，学者们在提出架构的时候就己经有先入之见，形成了不同的流派。
相应的，构建的模型也就倾向于自己的观点，从而导致研究结论的差异甚至相悖，也产生了很多至今尚未解决的问题（Spiteri&Dion，2004）。
Cronin （2000）认为这些现有的研究成果其实并无对错之分，只是各自强调的重点不同，研究不同，结论自然也大相径庭。
其实一种结论要提升到理论的层次，要具有普遍意义，必然经过各种不同情况的检验，学者们在各自不同的领域做实证是对一种营销理论发展完善的重要手段，而且也极有可能在各类行业中驱动消费者的动因本来就不同，这也有待于各行各业的实证检验。
目前国内学者还较少涉足这一领域的研究，既缺乏理论的探讨，也鲜有实证的验证，因此本文在对其概念内涵简单介绍的基础之上，对其理论系统和实证研究的不同观点和成果进行梳理，供国内学者参考，以其为该领域的进一步研究起到借鉴的作用。
理论背景和概念内涵1、顾客感知价值顾客感知价值（Customer Perceived Value，CPV）一直以来都受到学者和企业经营者的高度关注，为顾客创造和提供良好的感知价值已成为企业获得竞争优势的新源泉（Gale，1994；Woodruff，1997；Slater&Narver，2000）。
Customer Perceived Value
什么是顾客感知价值（Customer Perceived Value）人们买的不是东西，而是他们的期望。
消费者希望在交易过程中实现一定的顾客价值。
顾客价值的本质是顾客感知，即顾客对与某企业交互过程和结果的主观感知，包括顾客对其感知利得与感知利失之间的比较和权衡。
顾客感知价值是指顾客对企业提供的产品或服务所具有价值的主观认知，它不同于传统意义上的顾客价值概念。
后者是指企业认为自己的产品或服务可以为顾客提供的价值，属于企业内部认知导向；而前者是指顾客对企业所提供的产品或服务的价值判断，属于外部顾客认知导向。
感觉和知觉是认识活动的初级阶段，感觉是人们对于事物属性的反映，如事物的色彩、味道、温度等方面的信息在头脑中的反映，构成人们的感觉。
不同的人用不同的方法同时看到同一事物的结论是不一样的。
同样，同一个人在不同的时间用不同的方式看同一事物，结论自然也不同。
感觉是为了获得结果对输入的信息进行识别、分析和选择的过程。
人们通过感官“看、听、闻、尝和摸”等接受信息。
虽然获得了大量的零碎的信息，但只有一部分成为知觉。
知觉是在感觉的基础之上，对事物属性的综合性反映。
我们选择一些信息同时放弃其它大量的信息，这是因为我们无法在同一时间里去注意所有的信息。
这种现象就是选择性注意（selective attention）：人们每时每刻，都暴露在许多刺激之下，在面对众多的刺激下人们较可能注意与目前的需求有关的刺激、较可能注意其所期望的刺激、较可能注意某些大幅度偏离正常状况的刺激。
感觉和知觉合称为感知。
消费者的感知心理活动是进行其他消费心理活动的基础。
消费者的感知有时会和现实不一致，但是这个“感知”却对消费者的行为有重要意义。
顾客感知价值的研究20世纪70年代以来，企业在顾客层面上的竞争不断推陈出新，从以产品为中心、注重产品质量，到“以顾客为导向”、争取顾客满意与忠诚，直至90年代提出顾客感知价值概念。
顾客感知价值的研究自20世纪9O年代以来越来越成为国外学者与企业家共同关注的焦点，这正是企业不断追求竞争优势的合理与必然结果。
国际市场营销中英对照词汇
国际市场营销重点中英对照词汇总顾客价值total customer value, TCV顾客让渡价值customer delivered value, CDV顾客满意customer satisfraction预期期望值expectation实际感知效果perceived performance美国顾客满意度指标American Customer Satisfaction Index, ACSI 体系市场营销环境marketing environmentSTP 战略SWOT 分析PEST 分析Michael Porter's Five Forces Model 迈克尔波特的“五力模型”（1. Bargaining power of suppliers; 2. Bargaining power of buyers; 3. Entry of competitor; 4. Threat of substitues; 5. Rivalry Among the Existing Player. ）民族主义nationalism自我参照标准self-reference criterion自我中心主义ethnocentrism国际法international law文化冲突cultural shock文化偏见cultural prejudice基督教Christianity伊斯兰教Islam印度教Hinduism佛教Buddhism北美自由贸易协定NAFTA东南亚国家联盟(东盟）ASEAN亚太经合组织APEC石油输出国组织OPEC国际货币基金组织IMF世界贸易组织WTO国际贸易法规委员会UNCTRAL国际标准化组织ISO英美法系British System大陆法系Civil Law System国民总收入/国民生产总值GNP (Gross National Product)国内总收入GDP (Gross Domestic Product)人均收入per captial income恩格尔系数（E）Engel's cofficient出口进入Exporting (indirect ~; direct ~)合同进入Contractual Agreement投资进入Investment \FDI ( joint venture合资企业, wholly-owned subsidiary独资企业)许可证贸易Licensing特许经营Franchising工程承包Turkey Entry\ operations合同制造Contract Manufacturing管理合同Management Contracting产品生命周期PLC产品项目item产品线product line产品组合product mix (宽度width; 深度depth; 长度length;相关性consistency)波士顿矩阵BCG Matrix\Box (Boston Consulting Group)明星产品Stars金牛产品Cash Cow问题产品Question Marks/Problem Children瘦狗产品DogsGE 分析（美国通用电气组合动态分析法General Electric Company）品牌名称brand name品牌标志brand mark品牌含义（attributes 属性；benefits 利益；value 价值；culture 文化；personality 个性；user 使用者）OBM（Own Brand Manufacturer）制造商自有品牌OB (Dealer Brand) 中间商品牌OEM (Original Equipment Manufacturer) 特许品牌策略/原始设备制造商/原产地委托加工/贴牌生产ODM (Original Design Manufacturer) 原始设计商固定成本fixed cost变动成本variable cost平均成本average cost边际成本marginal cost机会成本opportunity cost总成本total cost边际收入marginal revenue边际利润marginal profit边际效应marginal utility需求价格弹性price elasticity of demand成本加成定价法cost-plus pricing目标利润定价法target profit pricing边际成本定价法marginal-cost pricing需求导向定价法demand-oriented pricing竞争导向定价法competition-oriented pricing统一定价策略Extension Pricing Strategy多元定价策略Adaptation Pricing Strategy协调定价策略Invention Pricing Strategy撇脂定价策略Skimming Pricing Strategy渗透定价策略Penetration Pricing Strategy满意价格策略（折中/温和/君子价格）Satisfaction Pricing Strategy 倾销Dumping平行进口Parallel Import目标转移定价International Transfer Pricing Strategy渠道中间商middleman进口/出口中间商import/export intermediary批发商wholesaler零售商retailer零级/一级/二级/多级渠道zero/one/two/multi-level channel渠道决策“6Cs”: (费用cost; 资金capital; 控制control; 市场区域coverage; 特征character; 连续性continuity)标准化分销渠道standard distribution channel差异化分销渠道adapted distribution channel密集分销intensive distribution选择分销selecitve distribution独家分销exclusive distribution促销组合Promotion Mix (advertising 广告；personal selling 人员推销；sales promotion 营业推广；public relations 公共关系）国际营业推广international sales promotion (针对消费者的销售推广consumer promotion; 针对中间商的营业推广intertrade promotion; 针对销售人员的营业推广salesforce promotion)标准化广告策略Standadization Advertising Strategy差异化广告策略Adaptation Advertising Strategy模式化广告策略Pattern Advertising StrategyPOP 广告Point of Purchasing Advertising社会媒体Social Media内容营销Content Marketing直复营销Direct Marketing ( 直销direct selling；直邮营销Mail Selling; 电话营销Telemarketing; 电视营销Cable Selling; 网络营销Online Marketing)。
顾客对银行的感知价值
顾客对银行的感知价值1.顾客感知价值：是指顾客对企业提供的产品或服务所具有价值的主观认知。
根据我个人理解顾客感知价值是：顾客在消费体验过程中从自身角度进行的价值判断，是顾客对其所使用产品或服务所得与所付出进行权衡的结果，通过产品或服务所具有的功能价值和情感价值表现出来。
2.顾客感知价值的核心：是指感知利益(Perceived Benefits)与感知付出(PerceivedSacrifices )之间的权衡。
这一概念包含着两层涵义：首先，价值是个性化的，因人而异，不同的顾客对同一产品或服务所感知到的价值并不相同；其次，价值代表着一种收益与成本间的权衡，顾客会根据自己感受到的价值做出购买决定，而绝不是仅仅取决于某单一因素。
3.顾客感知价值的构成：认为顾客感知价值包括功能价值、情感价值、社会价值三个维度。
a)功能价值(Functional Value)依附于产品的物理属性，强调品牌的功能表现和解决问题的能力，可满足顾客生理、安全需要，包括质量价值和价格价值；b)情感价值(Emotional Value)是顾客在服务过程中在感觉和情感状态中的效用，包括顾客感到愉悦、兴奋、轻松、沮丧等；c)社会价值(social Value)源于产品的非物理属性，涉及该品牌使用者的整体形象，体现了潜在的社会认同、自我表现、交际与自尊需求，这是顾客认同的、能流露在外并得到他人认可的外显性价值。
d)象征性价值（symbolic value）。
它是指在使用产品或享受某项服务时能给消费者带来心理上的认同感，通过感情的外在流露来得到他人的认可。
象征性价值反映了消费者的身份、地位，能够满足消费者社会交往、社会认同、自我表现的需求。
如：不同阶层、不同收入的人群，选择的理财产品不同，同样的投资，有人选择存款；有些人选择购买国债；同样还有人会请银行的专职人员来为自己理财。
如果是大客户，在银行享受vip服务，显然带来的象征价值不同。
e)体验性价值（experiential value）。
顾客感知价值理论文献综述
顾客感知价值理论文献综述一、本文概述随着市场竞争的日益激烈，顾客感知价值（Customer Perceived Value, CPV）已逐渐成为企业获取竞争优势、提升市场份额和增强盈利能力的重要策略。
本文旨在对顾客感知价值理论进行系统的文献综述，深入剖析其理论内涵、影响因素以及在企业实践中的应用。
通过回顾国内外学者在顾客感知价值领域的研究成果，本文期望能够为企业在激烈的市场竞争中如何有效提升顾客感知价值提供理论支持和实践指导。
具体而言，本文首先将对顾客感知价值的定义和内涵进行界定，明确其在市场营销理论中的地位和作用。
本文将从产品、服务、品牌形象等多个方面探讨影响顾客感知价值的因素，分析这些因素如何共同作用，影响顾客的购买决策和忠诚度。
本文还将重点关注顾客感知价值理论在企业实践中的应用，如产品定价、促销策略、服务改进等，以揭示该理论对企业战略制定和运营管理的指导意义。
通过本文的文献综述，我们期望能够为企业决策者提供一个全面、深入的视角，以更好地理解顾客需求和期望，进而制定有效的市场策略，提升顾客感知价值，从而在激烈的市场竞争中脱颖而出。
二、顾客感知价值的理论基础顾客感知价值理论起源于市场营销领域，其核心在于理解消费者如何从自身角度出发，对产品或服务进行价值评估。
这一理论的形成和发展，离不开多个学科的理论支撑和实践经验的积累。
经济学中的消费者行为理论为顾客感知价值提供了基础。
消费者行为理论指出，消费者在做出购买决策时，会基于自身需求、预算和偏好，对产品或服务的效用进行评估。
这种效用评估正是消费者感知价值的体现。
因此，顾客感知价值理论在经济学框架下，关注的是消费者如何根据自身需求和经济条件，对产品或服务进行价值判断。
心理学中的认知心理学也为顾客感知价值理论提供了重要支持。
认知心理学研究人类如何获取信息、处理信息并做出决策。
在顾客感知价值理论中，消费者的价值判断是一个心理过程，涉及到消费者对产品或服务的认知、情感反应和决策过程。
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附件3外文翻译原文１Experienｔｉａl ＭarketingThe puｒpose of ｔｈｉｓpapｅr is to show peculiａriｔiｅｓoｆtrａｄitｉonal ａnd exｐerientiaｌmａrｋetiｎｇaｎd deｓｃribｅwhy expｅrｉentｉａl ｍarketｉng is better way ｔo undｅrstａnd consｕmer ｂｅhaviourparaｔiｖｅanalｙsｉs shoｗs the mａｉn chaｒａｃteｒisticｓof ｔｒaditionaｌand expｅrientiａl maｒkｅｔinｇ. Ｔraditｉonａl mａrkeｔing cｈaraｃteristics are therｅ：pｒoduｃｔｆunｃtioｎａl ｃｈaｒacteristics ａnｄsuperioritｙ, narrｏw detｅｒminate prｏduct categories, pｏint of vｉew to ｔhe cｏnｓuｍer ａs a raｔionaｌtｈinker，appｌｉcatioｎanaｌyticａl, ｑuantitａtive and verbａl methods, mechａnｉcaｌstandｐｏiｎｔｔo the cｏnsumer“Ｓtimulus－Ｒeａｃtion”. Ｅｘperiential maｒｋetｉng prｅｓenｔthｅse chａrａcteriｓtics：oｒieｎtatiｏn to tｈe consumer exｐerienｃe, ｌookｉng tｏ tｈe conｓｕmer eｘperience holisｔiｃａlｌy, ｐoiｎt oｆｖiew to thｅ coｎsｕmer as ｒａtional thiｎker and eｍotional too，ｅｘcｌｅｃtｉｚｍｏf mｅthodicａl, “ｆrom Stiｍuｌｕs to Reactioｎ”. As we can seｅout of ｔrａdｉtioｎal ｍａrkｅｔing cｈａrａcterｉｓtｉcｓthis stanｄpoint tｏthｅｃonｓumer is iｎsｕfficieｎｔ, beｃaｕse ｉｔevaluaｔｅjust oｎｅｓiｄe ｏf cｏnｓumer ｂehaｖioｕr: ｒationaｌ conduct sｏ lookｉng tｈe biｇgeｓt bｅｎｅfit frｏｍｐurchａse．Mｅanwｈiｌe ｅｘperiｅｎｔial mａrketing ｅｓtiｍaｔe ｂoth sides of coｎsumeｒ: ratｉｏnaｌaｎd ｅｍoｔｉonａｌ, this standpｏｉnt to ｔhｅｃonsuｍｅr is ｍorｅ peｒsonal, indiｖidual.Keｙ wｏｒdｓ: ｔradｉtional mａｒketiｎg, experiｅntiaｌｍarkeｔing, proｄuｃt superiority, consumｅｒ, emｏtions， rａtｉonaｌityIn this aｒtｉｃle, Ｉ conｔrast ｔrａditional ｍarｋｅtinｇｗith a new apｐroaｃh to marketing cａlｌed Experienｔｉal MarketingNowaｄａyｓtheｎthe ｗorｌｄis very quｉckly change, cｏmiｎg new teｃh－noloｇieｓ, ｃommunication，coｍes chanｇes in to tｈe mａrkeｔing ｔｏo. Ｉn ｔhe Ｇreat Ｂｒitａiｎ, USA and ｓｉｍiｌａr ｃｏｕnｔieｓmaｒkets are overfｉｌl wiｔh pｒodｕcts and services．There are ｂig competitiｏns so prｉncipleｓａnd ａctionｓof ｔraditｉｏnaｌmaｒkｅtiｎg ｄo noｔwｏｒk. Hoｗａttract new conｓumｅｒs, ｃaｕse？ Thesｅｏpporｔｕnities ｈaｖe ｅxpｅrientｉaｌｍarketing.Soｍe pｒopｏｓiｔioｎs ｏｆtｒａdｉtｉｏnal ｍａrｋetiｎg are disｃｕｓsed. Iｎｔhe traditioｎａl mａrketinｇcoｍmoｄｉｔy iｓuｎderｓtandｉng as accomplice ｏｆ aｔtributｅs. Ｋ. Ｌancaｓter ｅxｐrｅssｅd ｔhｉｓｓｔandpoinｔ the firｓt tｉｍｅ in 1966．Ｔheｎ this sｔandpoiｎt was dｅvelopiｎg bｙ F. Kotler, T. Naｇlｅ. Ｉn tｈe ｎeｗｅst ｓcｉｅnce liｔｅratｕｒe ｗｅcaｎfｉnｄgｏｏd ｄeｓcｒiptioｎas a ｃoｍpｌex of cｈａractｅriｓｔiｃｓanｄsuｐeｒiｏrity Mａny ｃoｎｓumｅr behavｉour reｓearｃhｅｓsuch as Koｔｏｎａ, Enｇｅl, Blａcｋ-welｌ，Ｍiｎarｄ199９coｎsuｍer ｅｓtiｍatｅlｉke rational thinkeｒ. Ｔｈｉｓsｔanｄｐoint iｓbaｓｅｄon concept of infoｒｍaｔion rｅmaking．Tｈis ｃoncept ｗideｌy coｍes froｍ cｏgnitｉｖe ｐsyｃhoｌogy．Ｍaｒketｉng－mix inveｎtor ＮeｉｌBorden １964 ａssｅrts tｈａt united cｏｍｐoneｎｔs in the mａｒketｉng－mix aｒe not. Marｋｅtｉnｇ-ｍiｘｔheoｒy waｓcｒiｔicisinｇduｅto itｓmｅcｈaniｃａｌｐoint of view sｔimulus－rｅactｉon． Now ｉs pｒovｅd ｔｈat beｔween ｓtimuluｓ aｎd reaｃtｉon is process.Tｈe nｏtioｎ of ｅxperienｃｅ has enｔerｅd tｈe fielｄｏf consuｍptiｏn and maｒketinｇｔhｒoｕｇh Hoｌbroｏk and Hiｒschmaｎ’s1９８2 piｏｎeeriｎｇaｒticｌe. Tｗeｎty ｙeaｒｓａfter, this notion haｓ gａined grounｄtｏ be recoｇnｉsed aｓimｐortant foｒwhat it can conｔrｉbute to marｋeｔiｎg knowledgｅof ｔhe ｃonsuｍer. As ａcｏnseｑｕｅnｃe，iｔis ｔｈe ｐilｌar of tｈe socａlleｄｅxpｅrienｃe eｃonｏmy and expｅriｅｎtial mａrkｅｔｉｎｇ. Bｕiｌｄiｎｇon Arｎoｕld and Ｐricｅ’s ｗeｌｌ－known ９３’s “RiverＭagｉc” paper on extrａordiｎary expｅｒiences，ｍａrketeｒs teｎd tｏengage conｓumers ｉｎa memorabｌe way，offｅring them extrａoｒｄinａry ｅxpｅriencｅｓ. For ｔｈｅｍ, experiencｅs prｏvide coｎsuｍeｒs a ｗay ｔo engａge ｐｈyｓicａlly，ｍentaｌly， emotionally, socｉaｌlｙ aｎdspｉｒituaｌｌy iｎthe consumpｔiｏｎof the proｄuｃt oｒservｉce mａｋing the intｅraction mｅａningfｕlly reａl.Expｅrieｎｔｉａl maｒkｅtiｎg is eｖerｙｗhｅrｅ．In ａvａrieｔy of iｎdustries, compａnieｓｈave moved ａwａy fｒom tradiｔional "ｆeａｔurｅs-ａnd-bｅnefｉts" maｒketｉng towaｒd creａting ｅｘperiｅncｅs for tｈｅir ｃustoｍeｒｓ. This ｓｈift tｏwａrd exｐerｉｅntial ｍａrketing has occurred as a reｓult of thｒee ｓiｍuｌtａｎｅous dｅvelopmeｎｔs ｉn the broadeｒｂusinｅｓs enｖirｏnmenｔWitｈthe ｅxperｉence ｅcoｎomy era,wｉth thｅｉｎcreasｅd cｏmpｅｔiｔiｏn iｓ nａrrowｉng ｒather ｔhａｎ as ａ naturaｌ advantage；Ｅｎteｒprｉses in prｏduct，pricing, ｃhaｎnｅls and ｐｒoｍoｔioｎ，mａrkｅting ｓeｒviｃes, oｐerating aｔtｈｅleｖel of competitｉon, duｅtｏthe opｅrａtion ｏf the markｅｔnorms of transparency aｎｄ inforｍatｉon, ａnd mａde to imitate aｎd leaｒn fｒom ｅach other at aｎｉncreａsｉng rate, Ｉｗｏulｄlike tｏeｓtaｂlish long－ｔｅrｍｃoｍｐeｔiｔｉｖｅaｄｖanｔaｇｅhａs ｂeｃome incrｅasingｌｙimpossible;The varioｕs ｃｏmmuｎicatｉon actiｖitiｅｓ, and enｈanｃｅｔhe cｕstomer ｅxｐeｒｉence needs，so tｈａt ｃustomｅrs receｉve tｈｅmaterial aｎｄｓpirｉtｕaｌ conceｐt oｆ the dｕal meｅt ｍarketing －Experiential mａrketｉng Ｉn many ｃases, custｏmｅrs mａｙhavｅturｎｅd a deaf eａr tｏpｒoduct advertｉsing oｖｅrwhｅlminｇ. Ｂecause there are too ｍanｙads，aｎd manｙadｖｅrtisｉnｇcｏｍmiｔmｅnｔs to ｈonｏr the intｅgrｉty oｆａnumbｅr oｆemerginｇ iｓｓues， with tｈｅｃhangｅs in vaｌｕes, the coｎfidenｃe of ｃustomers for ｔhｅａdvｅrtisers are incrｅasingly rｅduced. Iｎfaｃt, custｏmｅｒcａre is ｒｅflｅcted in ｔhe dｅｔailｓ of the reａl eｘｐerｉｅnｃｅ, a ｇooｄbrand iｎ tｈe dｅtaｉｌs foｒ cusｔomers tｏget rｅaｌcomfortａblｅ expｅrience times ｉn fａｃt，a huｎdrｅd ｔimｅs bettｅr than adveｒtiｓｉｎg Ｃｏnsumer ｖalｕe is the ｃore of marketiｎｇattention tｏ whaｔｃustomｅｒs ｖaｌue is ｔhe funｄamentａl quesｔioｎof wiｎniｎｇ．Ｔraditional ｔｅxｔbooｋlｉsｔs foｕｒｋindｓof cｏnsumer value, ｎaｍeｌｙ, fuｎctional valｕe, ｅmotional vａｌue，sｏciaｌvaluｅａnd pｅrsonａlvaluｅ．Aｔｐresｅnt，the cｏｍpany haｓ"expeｒiencｅ" tｏthｅ"exｐerience ｅcｏnomy" brougｈt ａbout ｂy thｅｎew ｖaluｅ．"Ｃonｓumer eｘperienｃe" has beｃｏme thｅ firsｔ fｉve kiｎds ｏf cｏnsumer valｕe, namｅｌy, tｈe puｒsｕiｔof coｎsumｅr purｃhaｓes anｄ thｅ vａlue ｏｆthe expeｒiｅnce.1. Focus on Functiｏnaｌ Featuｒｅs aｎd BｅnｅfiｔsTｒaｄitｉｏnal markｅting is larｇelｙｆoｃｕsed on ｆｅatures and beｎefitｓ.Traditｉoｎal ｍarｋetｅrｓasｓuｍe thａt cusｔoｍｅrs busｉnesｓｃuｓtomers oｒeｎd cｏｎsuｍerｓin a ｖaｒieｔy of ｍarkets indｕstriａｌ, cｏｎsｕmｅr， techｎology，ｓeｒvｉceWｅｉgh ｆimctionａl feaｔures in tenns ｏf theiｒimpｏrtanｃｅ, tｒade off featｕrｅs by compaｒiｎg ｔｈeｍ, ａnd seｌect tｈe prｏduct ｗith the highest ｏverall uｔility ｄefinｅｄａs ｔhe sｕm oｆ weiｇｈｔed ｆeaｔurｅs2．Ｐrｏducｔ Categｏry aｎd Coｍpeｔition aｒe Naｒrｏwly Defined In ｔhe worlｄ of a traｄｉｔionａl marｋeter, McDｏｎald's cｏmpｅｔes agaiｎst BuｒgeｒＫｉｎg aｎｄＷeｎdｙ'ｓand nｏt ａgainst Pizｚa Hut Friｅｎｄly's or Stａrｂucｋs. Ｃｈaneｌｆrａgrａnｃes coｍpete ^iｇainst Dior fｒagrances aｎd not ａgainsｔｔhosｅ oｆＬaｎｃome or Ｌ＇Oｒeａl， or agaｉnst fragraｎces offerｅd by tｈｅGap or aｎothｅr ｍaｓs-mａｒket reｔａiler．For a traditｉoｎａl marketeｒ, cｏｍｐetｉｔion occuｒs primaｒｉly wｉthin naｒrｏｗly ｄefinｅd prｏducｔcaｔegorｉｅs - the baｔｔｌeｇrouｎd of prｏduct ａnd branｄ Mａnａｇers.3． Cusｔｏｍｅｒs arｅ Vｉeweｄas Ｒatｉonal Deciｓion ＭakersTｈroughoｕｔ this century， economistｓ，ｄecｉsｉon scientisｔs and markｅters have viｅwｅd cｕstoｍeｒdeciｓｉon－ｍaｋinｇaｓｓtｒaightfｏrward ｐｒｏbleｍｓolvｉng. As Enｇel，Blackwｅll ａnd Miniaｒd 1９94 eｘｐｌａin, proｂleｍsolving refｅrs ｔo thｏughｔful, ｒeasｏned aｃtｉｏｎuｎdertakｅn to briｎｇａbout nｅed ｓatｉsfactiｏn.Ｃustｏmer ｄecision-mａkｉng prｏcesses ｔypically ＾lre assuｍed to inｖolve ｓeｖeralstepｓ：need recognitioｎ, ｉnforｍaｔiｏn sｅａrch, ｅvaluａtｉon ｏf aｌtｅmatｉves, pｕｒchaｓe and consumpｔiｏn.４．Ｍｅtｈｏds and Ｔoolｓaｒe Ａｎaｌytical, Ｑｕaｎｔitａtｉvｅand ＶerbａｌStandａrd traｄiｔional mａrketing methｏdｏlogｉes are ａnalｙｔical, ｑuａnｔiｔaｔiｖe anｄvｅrbal．Thｉｎk ａｂout regressiｏｎmodels. Thｅiｎput tｏ most regressｉｏn models anｄ their sｔepchｉld ｔhｅ lｏgiｔ model consists of vｅrｂal ｒatinｇs collｅcted ｉn intｅｒvieｗs ｏｒsurｖeyｓ. Tｈe puｒpose is tｏｐreｄiｃt purchase or choice basｅｄon ａnumbeｒｏｆｐredｉcｔors and ｔo ａｓsｅsｓ theｉｒ reｌaｔive importance ｗeights. Oｒconsｉdeｒ positiｏning mapsA Foｃus ｏn Cｕsｔｏｍer ExperiencesIn cｏntrａsｔto its nａrroｗfｏｃuｓｏn functionaｌfeaturｅs aｎd benｅfits,expｅrieｎtiaｌｌiarketing fｏcｕses ｏn cｕstomｅr eｘpeｒienｃes. Experiｅnceｓoccur ａs ａresuｌt oｆeｎcoｕntering, underｇoinｇor liviｎg ｔhrｏｕgh tilings. Exｐｅriences provide ｓｅnsory, ｅmｏtional, ｃoｇnitｉｖe, behaｖｉourａl, and relatiｏnal ｖaluｅs ｔhaｔreplace fuｎctional ｖaｌuｅs.Ｓtrateｇiｃ Eｘpｅrieｎtｉal ＭodｕlｅｓThe ＳEＮSE ｍoｄule －or SENＳE ｍarketｉｎg －ａｐpeals to the seｎｓeｓｗｉｔh the objeｃtive of crｅａting ｓenｓory ｅxｐeｒｉenceｓ, thｒｏugｈｓight, soｕnｄ, tｏuch, ｔaste ａnd ｓmeｌｌ．ＳENSＥmaｒketｉnｇ maｙｂe used to dｉfｆerentｉate cｏｍpanies anｄ products, tｏ mｏtivａtｅ cuｓtｏmers and to ａｄd valuｅto pｒoductsFEＥL ｍaｒketing apｐeals tｏcuｓtomerｓ' ｉnｎｅｒfｅｅlings aｎｄeｍｏｔions, ｗith thｅobjｅｃtive of ｃreaｔｉｎg affective exｐeriences tｈat raｎge ｆrom miｌｄlｙ posiｔｉve moodｓｌiｎkｅｄｔo ａ brandＴHＩNK marketing ａppeals to ｔｈe inｔｅllecｔ with the objectｉvｅ of ｃrｅatinｇｃｏｇnitｉve, pｒobleｍ-solvinｇexperiｅｎcｅs thａt ｅｎgａge ｃｕstomers creａtivｅly ＴHINK aｐｐealｓto target customeｒｓ' coｎvergent and ｄiver^gｅnt ｔｈｉnｋｉng thｒough surprise,ｉnｔrigue and ｐrovｏcａtｉｏn.ＡCＴmaｒkｅtiｎg enriｃheｓcustomeｒs' liveｓbｙtargeｔing tｈeir ｐｈｙｓiｃal expｅrienceｓ, showinｇ tｈem alteｍａtive wayｓｏｆdｏｉnｇｔhings RELATE mａrketiｎg conｔainｓasｐｅcts ｏf ＳENＳE, FEEL, THＩＮK and ＡCTMarketing. Ｈowever, reｌａte maｒketing exｐａnｄs bｅyｏｎd the inｄividuaｌ's Ｐersｏnal。