体验营销【外文翻译】
experience marketing(体验营销)
体验营销(重定向自Experience Marketing)体验营销（Experiential Marketing）[编辑]体验营销(Experience Marketing)体验营销通过看（See）、听（Hear）、用（Use）、参与（Participate）的手段，充分刺激和调动消费者的感官（Sense）、情感（Feel）、思考（Think）、行动（Act）、关联（Relate）等感性因素和理性因素，重新定义、设计的一种思考方式的营销方法。
这种思考方式突破传统上“理性消费者”的假设，认为消费者消费时是理性与感性兼具的，消费者在消费前、消费中和消费后的体验才是购买行为与品牌经营的关键。
比如当咖啡被当成“货物”贩卖时，一磅卖300元；当咖啡被包装为商品时，一杯就可以卖25元；当其加入了服务，在咖啡店中贩卖，一杯最小要35～100元；但如能让顾客体验咖啡的香醇与生活方式，一杯就可以卖到150元甚至好几百元。
星巴克（Starbucks）真正的利润所在就是“体验”。
在伯尔尼H. 施密特博士（Bernd H.Schmitt）所提出的理论中，营销工作就是通过各种媒介，包括沟通（广告为其之一）、识别、产品、共同建立品牌、环境、网站和消费者，刺激消费者的感官和情感，引发消费者的思考、联想，并使其行动和体验，并通过消费体验，不断地传递品牌或产品的好处。
[编辑]体验营销的产生(apperance of experience marketing)体验营销是1998年美国战略地平线LLP公司的两位创始人B－josephpineⅡ和JamesHgilmore提出的。
他们对体验营销的定义是：“从消费者的感官，情感，思考，行动，关联五个方面重新定义，设计营销理念。
”他们认为，消费者消费时是理性和感性兼具的，消费者在消费前，消费中和消费后的体验，是研究消费者行为与企业品牌经营的关键。
为什么体验营销在我国传播会如此之快呢？这与我国体验消费趋势有关，而并非偶然，原因归纳有以下几点：1. 物质文明进步和消费者生活水平提高伴随着物质文明的进步，人们的生活水平和消费需求也在不断升级。
体验营销外文文献翻译2019年译文3000多字
文献出处：Adeosun L P K, Ganiyu R A. Experiential Marketing: An Insight into the Mind of the Consumer[J]. Asian Journal of Business and Management Sciences, 2014, 2(7): 21-26.（声明：本译文归百度文库所有，完整译文请到百度文库。
）原文Experiential Marketing: An Insight into the Mind of the ConsumerLadipo Patrick Kunle Adeosun，Rahim Ajao Ganiyu1 INTRODUCTIONIn recent years, there has been increased interest in building and enhancing customer experience among researchers and practitioners. Companies are shifting their attention and efforts from premium prices or superior quality to memorable experiences. Also, the value created by memorable or unique customer experiences and emotions exert significant impact on organizational performance in terms of customer satisfaction, retention and loyalty. Experiential marketing is the new approach which views marketing as an experience and treats consumption like a total experiment, by taking cognizance of the rational and emotional aspects of consumption using eclectic methods.We are in the era o f ‘experience economy’ and the main concern and preoccupation of proactive organization is how to create total experience and unique value system for customers, which necessitate the need to understand the life of customer from perspective of their shopping experience. Experiences is inherent in the mind of everyone, and may result into physical, emotional, and cognitive activities which invariably may generate strong feelings that the customer might take away. Experience tends to come from the interaction of personal minds and events, and thus no two experiences may be the same in any occasion (Schmitt, 1999).Schmitt (2003) distinguishes between five types of experience that marketers can create for customers to include; sensory experience (sense), affective experience (feel),creative cognitive experience (think), physical experience, behaviors and lifestyles (act), and social-identity experience, all relating to a reference group or culture (relate). The author posits that the ultimate goal of experiential marketing is to create holistic experience that seek to integrate all these individual types of experiences into total customer experience.According to Pine and Gilmore (1999), economic development is generating a new and dynamic era of experiences, which challenge the traditional sales approach focusing on product sales and service offering. And in order to enhance consumers' emotional connections to the brand and provide a point of differentiation in a competitive oligopoly, retailers have turned their attention to creating memorable retail experiences, which try to appeal to consumers at both physical as well as psychological levels.The emergence and spread of shopping malls, supermarkets and hypermarkets in both developed and developing countries, he ightened competition for consumers’ spendable or discretionary incomes. There are therefore more choices available for consumers than ever before. In such a situation retailers seeks to develop business strategies that focus on creating and maintaining customers, by offering customers a differentiated shopping experience.The term "Experiential Marketing" refers to actual customer experience with the product/service that drive sales and increase brand image and awareness. When done right, it's the most powerful technique to win brand loyalty. Olorunniwo et al., (2006) concluded that customer experience is related to behavioral intentions and connecting the audience with the authentic nature of the brand is one of the prime goal of experiential marketing. This is achieved through participation in personally relevant, credible and memorable encounters.Shopping has been considered a search process where shoppers would like to ensure that they make the right decisions. In addition, they also intend to derive emotional satisfaction (Tauber, 1972). It has been found that a high level of brand awareness may not translate into sales. Proactive organization should consider every visit of the shopper as a distinct encounter and a moment of truth. Unless theinteraction is satisfactory, the next visit may not guaranteed. Therefore, if the store does not provide a compelling reason for a repeat patronage, the amount of purchase per visit may likely decline (Zeithaml, 1998).The growing significance of experiential marketing has resulted into diverse and fascinating study on the concept (e.g. Csikzentmihalyi, 1997; Schmitt 1999; Pine and Gilmore 1999; Holbrook, 2000; Arnould et al., 2002; Caru and Cova, 2003 to mention a few). However, the dynamics of consumer behavior have necessitated the need for more papers. With few exceptions, the existing experiential retail literature has focused mainly on the isolated testing of static design elements (i.e. atmospherics, ambient conditions, and services cape architecture) of retail stores (Turley and Milliman, 2000). McCole (2004) in particular recognizes this dearth of academic research in the areas of experiential and event marketing as an indication of the division between academia and business and calls for marketing theory in these areas to be more closely aligned with practice.Similarly, Gupta, (2003) identified a lack of systemic body of knowledge and conceptual framework on which to base scientific inquiry as a key tenet of experiential marketing. The current study seeks to address some of these gaps in the literature. In consequence this paper aims to gauge consumers' responses to experiential marketing in modern retail outlets and analyze the effect of experiential marketing on consumer behavior.2. CONCEPTUAL BACKGROUNDExperience as defined within the realm of management is a personal occurrence with emotional significance created by an interaction with product or brand related stimuli (Holbrook and Hirschman, 1982). For this to become experiential marketing the result mus t be “something extremely significant and unforgettable for the consumer immersed in the experience” (Caru and Cova, 2003, p. 273). According to Schmitt (1999) experiential marketing is how to get customers to sense, feel, think, act, and relate with the company and brands. Customer satisfaction is a key outcome of experiential marketing and is defined as the “customer fulfillment response” which is an evaluation as well as an emotion-based response to a service. It is an indicationof the customer’s belief on the probability or possibility of a service leading to a positive feeling. And positive affect is positively and negatively related to satisfaction.Experiential marketing involves the marketing of a product or service through experience and in the process the customer becomes emotionally involved and connected with the object of the experience (Marthurs, 1971). A well designed experience engages the attention and emotion of the consumer, and becomes memorable and allows for a free interpretation, as it is non-partisan (Hoch, 2002). In contrast to traditional marketing which focuses on gaining customer satisfaction, experiential marketing creates emotional attachment for the consumers (McCole, 2004). The sensory or emotional element of a total experience has a greater impact on shaping consumer preferences than the product or service attributes Zaltman (2003). The benefits of a positive experience include the value it provides the consumer (Babin et al., 1994; Holbrook, 1999) and the potential for building customer loyalty.Experiential retail strategies facilitate the creation of emotional attachments, which help customers obtain a higher degree of possessive control over in-store activities (Schmitt, 2003). These strategies allow consumers to become immersed within the holistic experience design, which often creates a flow of experiences. Affective reaction based on an interaction with an object can be described as a person’s subjective perception or judgment about whether such interaction will change his or her core affect or his or her emotion toward the object. Cognitive reaction toward interacting with the object involves cognitive reasoning or appraisal, and is a consumer assessment of the purchase implications for his/her well being. Cognitive and affective reactions towards an object can be quite different, for example: one might appraise taking garlic as good and useful for one’s health, nevertheless, one can at the same time consider it unpleasant due to its smell and taste.Experiential events can turn out to create both consumer and consumption experiences and can by far more effective in attaining communication goals. Caru and Cova (2003) conceptualization of experience, and Csikzentmihalyi (1997) experience typology and 7 ‘I’s of Wood and Master man (2007) may serve as a useful framework for evaluating the effectiveness of an event by developing measures that relates to thelevel of challenges, newness, surprise, and matching it with the audience’s prior experience and skill level. However, the usefulness of measuring these attributes of the event depends upon the assumption and belief that an event that is strong in those attributes will effectively create a memorable and potentially behavior changing experience.The strategic experiential marketing framework consists of five strategic experiential models which create different forms of experience for customers. The five bases of the strategic experiential modules are: (1) Sensory experience: the sensory experience of customers towards experiential media includes visual, auditory, olfactory and tactile response results. (2) Emotional experience: the inner emotion and sense of customers raised by experience media. (3) Thinking experience: customers' thoughts on the surprise and enlightenment provoked by experience media. (4) Action experience: is the avenue through which experience media, linked customers so that they can acquire social identity and sense of belonging. (5) Related experience for customers: is actualizes through the experience of media production links, and to social recognition.3 METHODOLOGY AND METHODSThis study, being descriptive and explanatory, utilized secondary sources of information. Secondary information is a good source of data collection and documentation that cannot be under-estimated as it provides necessary background and much needed context which makes re-use a more worthwhile and systemic endeavour (Bishop, 2007).4. DISCUSSION AND CONCLUSIONSThe retailing business is constantly changing and experiencing huge trends due to changing consumer tastes, consumption patterns and buying behaviors. As a result of the changing consumer shopping ecosystem, retailers’ ability to sell its merchandise, depends largely on the strength of its marketing mix elements and ability to create a rewarding and fulfilling experiences for customers.Traditional marketing strategies focusing on price or quality are no longer a source of differentiation and competitive advantage. Researchers advocate that one ofthe main routes to successful differentiation and competitive advantage is a much stronger focus on the customer (Peppers and Rogers, 2004). Shopping involves a sequence of '’see–touch–feel–select'’ and the degree to which a shopper follows the whole or part of this process varies with brand, product category, and other elements of the marketing mix.Experiential marketing evolved as the dominant marketing tool of the future (McNickel, 2004). Companies have moved away from traditional “features and benefits” marketing, towards creating exper iences for their customers (Williams, 2006). Experiential marketing has evolved as a response to a perceived transition from a service economy to one personified by the experiences, for instance, Williams (2006, p.484) argues that “modern economies are see n as making a transition from the marketing of services to the marketing of experiences, all tourism and hospitality offers acts of ‘theatre’ that stage these experiences”.From now on leading edge companies, whether they sell to consumers or businesses, will achieve sustainable competitive advantage by staging experiences which include personal relevance, novelty, surprise, learning and engagement (Schmitt, 1999; Poulsson and Kale (2000). Undoubtedly, consumers now desire experiences and, in order to fully capitalize on this, business must deliberately orchestrate and engage in offering memorable experiences that create value and ultimately achieve customer loyalty.译文体验营销: 洞察消费者的消费心理帕特里克；拉希姆1引言近年来，不论是理论研究者还是实践者，大家都对建立和增强客户体验表现出了很大的兴趣。
experience marketing
Starbucks Coffee
我很想成为星巴克的常客。——胡锦涛
谢谢！
5th.运输环节
宜家所有的产品都是标准构件，所有的运输费用和运输过程都由消费 者独自承担，反而消费者非常接纳这种模式。因为有了这种标准化组 合式的平板构件，使得消费者整体打包，运输也相当的方便。
星巴克的体验营销
产品—Product
不寻常的咖啡文化体验
第三去处
放松，舒适，满意，快乐
咖啡豆 咖啡产品
在宜家商场购物有点不同！
进来体验一下吧！
1st.参与环节
从入门开始宜家就为消费者配发了尺子、铅笔、纸张等物，该意图很明显， 让消费者参与到个人家居的设计和规划的过程中。
2ed.感受环节
别客气，请坐下！
在每一个宜家店中，消费者都可以亲身到床、沙发等物品上体验，希 望通过消费者亲身的感受来影响消费者。
通过视觉、听觉、触觉与 嗅觉建立感官上的体验。
感官式营销
感官、情感、 思考和行动 的综合。特 别适用于化 妆品 、日 常用品、私 人交通工具。
关联式营销 体验营销策略
情感式营销
触动消费 者内心情 感，创造 情感体验。
通过偶像，角 色如影视歌星、 著名运动明星 来激发消费者， 使其生活形态 予以改变。
店面设计“存同求异 ”
店面设计由美国总 部完成 “休闲、轻松、自 由、浪漫”是永恒的 主题，但同时强调个 性特色 水准和品位一致
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星巴克咖啡的名称暗含 其对顾客的定位--它不 是普通的大众，而是 有一定社会地位、有 较高收入、有一定生 活情调的人群
它追求的是不是顾客的数量 而是顾客的质量，是对于星 巴克咖啡de特定人群
• 速溶咖啡的售价是每小袋（一杯）1元，要享受咖啡店里 的服务就得付5~20元一杯。在星巴克咖啡店，价格却是几 十元一杯。对于从未花过几十元来购买一杯咖啡的客户来 说，价格可能是一个问题，但是随着他们尝试星巴克这一 品牌，他们的感觉会改变。因为星巴克为顾客提供了一种 “星巴克感受”——这就是顾客需要购买的体验价值
体验营销
体验营销的目的在于促进产品销售，通过研究消费者状况，利用传统文化、现代科技、艺术和大自然等手段来增加产品的体验内涵，在给消费者心灵带来强烈的震撼时促成销售。 体验营销主要有以下八种实施模式：
l. 节日模式
每个民族都有自己的传统节日，传统的节日观念对人们的消费行为起着无形的影响。这些节日在丰富人们精神生活的同时，也深刻影响着消费行为的变化。随着我国的节假日不断增多，出现了新的消费现象——“假日消费”，企业如能把握好商机便可大大增加产品的销 售量。
情感体验即体现消费者内在的感情与情绪，使消费者在消费中感 受到各种情感，如亲情、友情和爱情等。
5．相关体验
相关体验即以通过实践自我改进的个人渴望，使别人对自己产生好感。它使消费者和一个较广泛的社会系统产生关联，从而建立对某种品牌的偏好。
编辑本段体验营销的操作步骤
1. 识别目标客户
6．构造基于体验的价值链
就是将产品的研发拓展到相关领域中去，形成完整的价值链。
编辑本段体验营销的基本总结
体验营销以拉近企业和消费者之间的距离为重要经营手段,成为企业获得竞争优势的新武器。但体验式营销并不是适合于所有行业和所有产品，产品只有具备有不可察知性，其品质必须通过使用才能断定的特性，才可以运用这种方式。 体验营销(Experential Marketing)要求企业必须从消费者的感写(Sense) ，情感(Feel)、思考（Think）、行动(Act )，关联(Re-late)五个方面重新定义，设计营销策略此种思考方式突破了“理论性消费者”的传统假设，认为消费者的消费行为除了包含知识、智力、思考等理性因素以外，还包含感官、情感、情绪等感性因素。体验营销的运用和引入从某种程度上给我国ERP产业带来了“春天”。 在传统的ERP营销模式中，客户只是被动地接受ERP企业的理念和产品。自己主动想了解的部分则很难获取。而与注重ERP产品特色、功效的传统营销相比，体验式ERP营销更注重用户的体验。这些体验产生于客户光前经历对其感觉、内心和思想的触动。并将企业品牌，客户联系起来。体验所带来的感觉、感情、认知和关系价值最终也将取代产品的功能价值。此外，体验营销考虑到了用户的需求。 体验营销（Experiential Marketing）是站在消费者的感官、情感、思考、行动和联想等五个方面，重新定义、设计的一种思考方式的营销方法。这种思考方式突破传统上“理性消费者”的假设，认为消费者消费时是理性与感性兼具的，消费者在消费前、消费中和消费后的体验才是购买行为与品牌经营的关键。比如当咖啡被当成“货物”贩卖时，一磅卖300元；当咖啡被包装为商品时，一杯就可以卖25元；当其加入了服务，在咖啡店中贩卖，一杯最小要35～100元；但如能让顾客体验咖啡的香醇与生活方式，一杯就可以卖到150元甚至好几百元。星巴克（Starbucks）真正的利润所在就是“体验”。在施密特博士（Bernd H.Schmitt）所提出的理论中，营销工作就是通过各种媒介，包括沟通（广告为其之一）、识别、产品、共同建立品牌、环境、网站和消费者，刺激消费者的感官和情感，引发消费者的思考、联想，并使其行动和体验，并通过消费体验，不断地传递品牌或产品的好处。 体验营销的主要策略（main strategies of experience marcketing） 感官式营销策略 感官式营销是通过视觉、听觉、触觉与嗅觉建立感官上的体验。它的主要目的是创造知觉体验的体验。感官式营销可以区分公司和产品的识别，引发消费者购买动机和增加产品的附加值等。以宝洁公司的汰渍洗衣粉为例，其广告突出“山野清新”的感觉：新型山泉汰渍带给你野外的清爽幽香。公司为创造这种清新的感觉做了大量工作，后来取得了很好的效果。 情感式营销策略 情感式营销是在营销过程中，要触动消费者的内心情感，创造情感体验，其范围可以是一个温和，柔情的正面心情，如欢乐、自豪，甚至是强烈的激动情绪。情感式营销需要真正了解什么刺激可以引起某种情绪，以及能使消费者自然地受到感染，并融入到这种情景中来。在“水晶之恋”果冻广告中，我们可以看到一位清纯、可爱、脸上写满幸福的女孩，依靠在男朋友的肩膀上，品尝着他送给她的“水晶之恋”果冻，就连旁观者也会感觉到这种“甜蜜爱情”的体验。 思考式营销策略 思考式营销是启发人们的智力，创造性地让消费者获得认识和解决问题的体验。它运用惊奇 、计谋和诱惑，引发消费者产生统一或各异的想法。在高科技产品宣传中，思考式营销被广泛使用。1998年苹果电脑的IMAC计算机上市仅六个星期，就销售了27.8万台，被《商业周刊》评为1998年最佳产品。IMAC的成功很大程度上得益于一个思考式营销方案。该方案将“与众不同的思考”的标语，结合许多不同领域的“创意天才”，包括爱因斯坦、甘地和拳王阿里等人的黑白照片。在各种大型广告路牌、墙体广告和公交车身上，随处可见该方案的平面广告。当这个广告刺激消费者去思考苹果电脑的与众不同时，也同时促使他们思考自己的与众不同，以及通过使用苹果电脑而使他们成为创意天才的感觉。 行动式营销策略 行动式营销是通过偶像，角色如影视歌星或著名运动明星来激发消费者，使其生活形态予以改变，从而实现产品的销售。在这一方面耐克可谓经典。该公司的成功主要原因之一是有出色“JUSTDOIT”广告，经常地描述运动中的著名篮球运动员迈克尔乔丹，从而升华身体运动的体验。 关联式营销策略 关联式营销包含感官，情感，思考和行动或营销的综合。关联式营销战略特别适用于化妆品 、日常用品、私人交通工具等领域。美国市场上的“哈雷牌”摩托车，车主们经常把它的标志纹在自己的胳膊上，乃至全身。他们每个周末去全国参加各种竞赛，可见哈雷品牌的影响力不凡。 制约企业开展体验营销的因素 体验营销在我国已有了一定的发展，或者说在某些领域、某些行业取得了一定的成功。然而，中国经济发展很不平衡，可能农业经济、工业经济、服务经济和体验经济在中国同时并存。国内的一些非常优秀的企业可以直接转人体验式营销，而大多数企业还需要对传统的特色和利益营销进行补课。 1、营销观念的滞后 我国的大多数企业在实施体验营销的过程中仍然存在很多问题，其中最根本的原因是因为企业营销观念的滞后。中国消费者消费观念的改变，购买力的提高已使他们不在只满足于物质本身，而更多的倾向于心理和精神的需求，显然以突出产品特色和功效为主的传统营销观念已明显滞后于广大消费者的需求，不再适应中国经济的发展。 2、体验营销在中国存在认识误区 对于大多数中国企业来说，体验营销只是一个概念上的术语。在具体实施中，多数企业仍感到无所适从，仍把它作为传统营销中的一种战术性手段来运用，主要表现在：一方面，企业为了在短期内提高产品销量或品牌知名度，而把体验营销作为暂时的一种策略手段，却忽视了其作为企业未来发展的一项战略来进行；另一方面，大多数企业由于局囿于组织的传统心智模式，而仅仅把体验营销的实施停留在营销过程的某一环节，而没有从系统动态的视角去审视这一新生事物。 3、顾客参与度仍然相对较低 即将迎来5O年店庆的麦当劳一直骄傲的认为，自己为消费者提供的并不是产品，而是一种参与机会和经历。我国企业虽然也已开始注重让消费者参与到体验的制造过程及消费过程中来，但顾客的参与度仍处于一个相对较低的层次上。真正能让消费者参与到产品的设计、制造和销售过程的企业少之又少。 4、产品品质差强人意 产品品质是传统营销的核心，体验营销下产品大多只是作为体验的载体而存在，尽管在体验营销的高级阶段，体验甚至脱离产品而独立存在，然而，处于体验营销初级阶段的我国部分企业却轻视甚至忽视产品品质，采取拔苗助长的手法想加速发展，其结果可想而知。 企业实施体验营销的对策分析 1、树立“顾客导向”的全面体验营销观念 顾客是公司最重要的资源，所有其它要素存在的意义就在于支持和保留你的顾客。一方面，如何维持企业现有规模，增加客户的保留度；另一方面，拓展企业发展空间，发现和挖掘潜在客户，提高顾客满意度便成了当前新经济下一个亟待解决的问题。诞生于体验经济，以“顾客导向”为中心的全面体验营销便是一剂新开的良药；这也是我国市场经济发展的必然要求。 2、制定体验营销战略，实现体验营销立体化 企业战略，即企业发展方向。体验营销理念的树立，要求企业制定相应的营销战略。对企业而言，体验营销战略是确保企业战略目标的顺利达成，所有的营销环节包括市场调研、市场细分、市场定位、产品研发、广告宣传以及供应链管理等的组合。而体验营销立体化是指体验营销时间上的持续化和空间上的系统化。在企业的不同发展阶段，要适时对企业的营销策略作出修订，推陈出新，保证其在时间跨度上的连续性
体验营销——流行管理词汇
體驗營銷體驗營銷（Experiential Marketing）目錄[隱藏]∙ 1 體驗營銷(Experience Marketing)∙ 2 體驗營銷的產生(apperance of experience marketing)∙ 3 體驗營銷的主要策略（main strategies of experiencemarcketing）∙ 4 制約企業開展體驗營銷的因素∙ 5 企業實施體驗營銷的對策分析∙ 6 體驗營銷在我國的發展現狀∙7 體驗營銷案例分析o7.1 案例一：體驗營銷在休閑農業中的運用與實施[1]∙8 參考文獻[編輯]體驗營銷(Experience Marketing)體驗營銷通過看（See）、聽（Hear）、用（Use）、參與（Participate）的手段，充分刺激和調動消費者的感官（Sense）、情感（Feel）、思考（Think）、行動（Act）、關聯（Relate）等感性因素和理性因素，重新定義、設計的一種思考方式的營銷方法。
這種思考方式突破傳統上“理性消費者”的假設，認為消費者消費時是理性與感性兼具的，消費者在消費前、消費中和消費後的體驗才是購買行為與品牌經營的關鍵。
比如當咖啡被當成“貨物”販賣時，一磅賣300元；當咖啡被包裝為商品時，一杯就可以賣25元；當其加入了服務，在咖啡店中販賣，一杯最小要35～100元；但如能讓顧客體驗咖啡的香醇與生活方式，一杯就可以賣到150元甚至好幾百元。
星巴克（Starbucks）真正的利潤所在就是“體驗”。
在伯爾尼H. 施密特博士（Bernd H.Schmitt）所提出的理論中，營銷工作就是通過各種媒介，包括溝通（廣告為其之一）、識別、產品、共同建立品牌、環境、網站和消費者，刺激消費者的感官和情感，引發消費者的思考、聯想，並使其行動和體驗，並通過消費體驗，不斷地傳遞品牌或產品的好處。
[編輯]體驗營銷的產生(apperance of experience marketing)體驗營銷是1998年美國戰略地平線LLP公司的兩位創始人B－josephpineⅡ和JamesHgilmore提出的。
体验式营销【外文翻译】
外文翻译原文experiential marketingMaterial Source: Journal of Marketing Management Author：Schmitt,Bernd HThe purpose of this paper is to show peculiarities of traditional and experiential marketing and describe why experiential marketing is better way to understand consumer parative analysis shows the main characteristics of traditional and experiential marketing. Traditional marketing characteristics are there: product functional characteristics and superiority, narrow determinate product categories, point of view to the consumer as a rational thinker, application analytical, quantitative and verbal methods, mechanical standpoint to the consumer“Stimulus- Reaction”. Experiential marketing present these characteristics: orientation to the consumer experience, looking to the consumer experience holistically, point of view to the consumer as rational thinker and emotional too, exclectizm of methodical, “from Stimulus to Reaction”. As we can see out of traditional marketing characteristics this standpoint to the consumer is insufficient, because it evaluate just one side of consumer behaviour: rational conduct so looking the biggest benefit from purchase. Meanwhile experiential marketing estimate both sides of consumer: rational and emotional, this standpoint to the consumer is more personal, individual.Key words: traditional marketing, experiential marketing, product superiority, consumer, emotions, rationality.In this article, I contrast traditional marketing with a new approach to marketing called Experiential MarketingNowadays then the world is very quickly change, coming new tech-nologies, communication, comes changes in to the marketing too. In the Great Britain, USA and similar counties markets are overfill with products and services. There are bigcompetitions so principles and actions of traditional marketing do not work. How attract new consumers, cause? These opportunities have experiential marketing.Some propositions of traditional marketing are discussed. In the traditional marketing commodity is understanding as accomplice of attributes. K. Lancaster expressed this standpoint the first time in 1966. Then this standpoint was developing by F. Kotler, T. Nagle. In the newest science literature we can find good description as a complex of characteristics and superiority.Many consumer behaviour researches such as Kotona, Engel, Black-well, Minard (1999) consumer estimate like rational thinker. This standpoint is based on concept of information remaking. This concept widely comes from cognitive psychology.Marketing-mix inventor Neil Borden (1964) asserts that united components in the marketing-mix are not. Marketing-mix theory was criticising due to its mechanical point of view (stimulus- reaction). Now is proved that between stimulus and reaction is process.The notion of experience has entered the field of consumption and marketing through Holbrook and Hirschman’s 1982 pioneering article. Twenty years after, this notion has gained ground to be recognised as important for what it can contribute to marketing knowledge of the consumer. As a consequence, it is the pillar of the socalled experience economy and experiential marketing. Building on Arnould and Price’s well-known 93’s “River Magic” paper on extraordinary experie nces, marketers tend to engage consumers in a memorable way, offering them extraordinary experiences. For them, experiences provide consumers a way to engage physically, mentally, emotionally, socially and spiritually in the consumption of the product or service making the interaction meaningfully real.Experiential marketing is everywhere. In a variety of industries, companies have 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 broader business environmentWith the experience economy era,with the increased competition is narrowing rather than as a natural advantage;Enterprises in product, pricing, channels and promotion, marketing services, operating at the level of competition, due to the operation of the market norms oftransparency and information, and made to imitate and learn from each other at an increasing rate, I would like to establish long-term competitive advantage has become increasingly impossible;The various communication activities, and enhance the customer experience needs,so that customers receive the material and spiritual concept of the dual meet marketing - Experiential marketingIn many cases, customers may have turned a deaf ear to product advertising overwhelming. Because there are too many ads, and many advertising commitments to honor the integrity of a number of emerging issues, with the changes in values, the confidence of customers for the advertisers are increasingly reduced. In fact, customer care is reflected in the details of the real experience, a good brand in the details for customers to get real comfortable experience times in fact, a hundred times better than advertising.Consumer value is the core of marketing attention to what customers value is the fundamental question of winning. Traditional textbook lists four kinds of consumer value, namely, functional value, emotional value, social value and personal value. At present, the company has "experience" to the "experience economy" brought about by the new value. "Consumer experience" has become the first five kinds of consumer value, namely, the pursuit of consumer purchases and the value of the experience.1. Focus on Functional Features and BenefitsTraditional marketing is largely focused on features and benefits.Traditional marketers assume that customers (business customers or end consumers) in a variety of markets (industrial, consumer, technology, service)Weigh fimctional features in tenns of their importance, trade off features by comparing them, and select the product with the highest overall utility (defined as the sum of weighted features)2.Product Category and Competition are Narrowly DefinedIn the world of a traditional marketer, McDonald's competes against Burger King and Wendy's (and not against Pizza Hut Friendly's or Starbucks). Chanel fragrances compete ^igainst Dior fragrances (and not against those of Lancome or L'Oreal, or against fragrances offered by the Gap or another mass-market retailer). For a traditional marketer, competition occurs primarily within narrowly defined product categories - the battleground of product and brand Managers.3. Customers are Viewed as Rational Decision MakersThroughout this century, economists, decision scientists and marketers have viewed customer decision-making as straightforward problem solving. As Engel, Blackwell and Miniard (1994) explain, problem solving refers to thoughtful, reasoned action undertaken to bring about need satisfaction.Customer decision-making processes typically ^lre assumed to involve several steps: need recognition, information search, evaluation of altematives, purchase and consumption.4. Methods and Tools are Analytical, Quantitative and Verbal Standard traditional marketing methodologies are analytical, quantitative and verbal. Think about regression models. The input to most regression models (and their stepchild the logit model) consists of verbal ratings collected in interviews or surveys. The purpose is to predict purchase or choice based on a number of predictors and to assess their relative importance weights. Or consider positioning mapsA Focus on Customer ExperiencesIn contrast to its narrow focus on functional features and benefits,experiential (liarketing focuses on customer experiences. Experiences occur as a result of encountering, undergoing or living through tilings. Experiences provide sensory, emotional, cognitive, behavioural, and relational values that replace functional values.Strategic Experiential ModulesThe SENSE module - or SENSE marketing - appeals to the senses with the objective of creating sensory experiences, through sight, sound, touch, taste and smell. SENSE marketing may be used to differentiate companies and products, to motivate customers and to add value to productsFEEL marketing appeals to customers' inner feelings and emotions, with the objective of creating affective experiences that range from mildly positive moods linked to a brandTHINK marketing appeals to the intellect with the objective of creating cognitive, problem-solving experiences that engage customers creatively THINK appeals to target customers' convergent and diver^gent thinking through surprise,intrigue and provocation.ACT marketing enriches customers' lives by targeting their physical experiences, showing them altemative ways of doing thingsRELATE marketing contains aspects of SENSE, FEEL, THINK and ACTMarketing. However, relate marketing expands beyond the individual'sPersonal。
体验营销外文文献翻译2019年译文3000多字
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体验营销中英文对照外文翻译手册
体验营销中英文对照外文翻译手册介绍此文档为体验营销中英文对照的外文翻译手册，旨在为读者提供体验营销相关词汇和短语的准确翻译。
目录1. [体验营销概述](#1-体验营销概述)2. [关键术语](#2-关键术语)3. [常用短语](#3-常用短语)4. [实例应用](#4-实例应用)1. 体验营销概述体验营销是一种通过创造积极而难忘的客户体验，以促进产品或服务销售的市场营销策略。
它强调了客户与品牌之间的情感连接和互动体验。
2. 关键术语以下是一些常用的体验营销术语：- 客户体验（Customer Experience）: 客户在与产品或服务进行互动时所感受到的整体体验。
客户体验（Customer Experience）: 客户在与产品或服务进行互动时所感受到的整体体验。
- 情感连接（Emotional Connection）: 客户与品牌之间通过情感建立的连接，追求更深层次的品牌忠诚度。
情感连接（Emotional Connection）: 客户与品牌之间通过情感建立的连接，追求更深层次的品牌忠诚度。
- 互动体验（Interactive Experience）: 通过积极参与产品或服务来创造与客户之间的互动和体验。
互动体验（Interactive Experience）: 通过积极参与产品或服务来创造与客户之间的互动和体验。
- 品牌形象（Brand Image）: 品牌在消费者心中树立的形象和印象。
品牌形象（Brand Image）: 品牌在消费者心中树立的形象和印象。
- 创新体验（Innovative Experience）: 通过引入创新元素，给客户带来独特而新颖的体验。
创新体验（Innovative Experience）: 通过引入创新元素，给客户带来独特而新颖的体验。
3. 常用短语以下是一些常用的体验营销短语的英文翻译：- 提供无与伦比的体验：Deliver an unparalleled experience.提供无与伦比的体验：Deliver an unparalleled experience.- 打造独特而难忘的体验：Create a unique and memorable experience.打造独特而难忘的体验：Create a unique and memorable experience.- 与客户建立情感连接：Build an emotional connection with customers.与客户建立情感连接：Build an emotional connection with customers.- 塑造积极的客户体验：Shape a positive customer experience.塑造积极的客户体验：Shape a positive customer experience.- 创造与品牌之间的互动：Create interaction with the brand.创造与品牌之间的互动：Create interaction with the brand.- 加强品牌认知度：Enhance brand awareness.加强品牌认知度：Enhance brand awareness.- 提升客户满意度：Increase customer satisfaction.提升客户满意度：Increase customer satisfaction.- 追求卓越的品牌形象：Pursue an excellent brand image.追求卓越的品牌形象：Pursue an excellent brand image.- 引领创新潮流：Lead the trend of innovation.引领创新潮流：Lead the trend of innovation.- 重塑行业标准：Reinvent industry standards.重塑行业标准：Reinvent industry standards.4. 实例应用以下是一些体验营销的实例应用：1. 法国奢侈品牌路易威登（Louis Vuitton）不仅提供高品质的产品，还通过在购物体验中融入艺术展览和定制服务等元素，为顾客创造独特而豪华的感受。
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本科毕业论文外文翻译外文文献译文标题：体验营销资料来源: 营销管理作者：贝恩德·施密特在这篇文章中，对比传统营销，我提出了一个新的营销方式叫做体验营销，并且给体验营销做出一个战略性的框架。
传统营销考虑消费者是合理的决策者，关心功能上的特征和利益。
相反，体验营销者考虑消费者人类理性与情感有关以达到让人体验到愉快的经历。
五种不同类型的经验, 或战略体验模块( S E M s) ，市场营销者可以为客户创造特质：感官体验( S E NCE) ；情感经验( F E E L) ；创造性认知经验( T HINK) ：身体经验，行为和生活方式( ACT) ；社会辨别经验的结果与参考群体或文化( R E LATE) 。
这些经验是实施所谓的经验通过供应商( ExP ros) ，如通讯、视觉和语言的身份，产品存在，电子传媒等，体验营销的终极目标是创造整体的经验，整合成一个整体的格式的个人经验。
本文以考试的战略问题结束，讨论如何创造以体验为方向的组织。
体验营销在一个多样性的产业, 公司已经离开了传统的“特征& 利益”营销模式为他们的客户创造经验。
这种转变是向体验营销在更广泛的商业环境中产生三个同步发展的结果。
体验营销：四个关键特征图1 中指出了体验营销的关键特征（1）一个以顾客为关注焦点的经验不同于狭窄的功能特点和优点集中、体验营销重点客户的经验。
经验是经历遇到的事情或者生活中而产生的。
经验提供的感觉、情感、认知、行为和关系价值取代功能价值。
（2）一个专注于消费作为一个整体的经验体验营销不认为就只是简单的洗发水、剃须膏、吹干衣机和香水。
相反，他们认为“美容在浴室”，问他们什么产品融入这个消费现状及如何将这些产品，其包装，和他们的广告前能提高消费的消费体验。
（3）客户是理性的和情感的动物对于一个富有经验的市场营销者而言，客户受感性的和理性驱使。
也就是说,尽管消费者可能经常会做出理性选择，他们经常被情感驱使是因为消费的经历的人通常指向追求幻想、感情和乐趣。
（霍尔布鲁克和赫希曼，1982）而且，这是非常有用的。
认为消费者就像动物一样，它的生理和心理器官产生的感觉，思想和感情的通过自然选择进化所面临的问题，取决于他们进化的祖先。
不幸的是，这种视野开阔的客户，融合了最新的概念和发现心理学、认知科学、社会学、进化生物学已经没有什么影响在销售的领域中。
（4）方法和工具是折衷的在对比分析、定量、口头传统营销的方法，富有经验的营销者运用这种方法和工具是多样并且是多方面的。
总之，体验营销的四个关键方面很鲜明: 着眼于消费者体验，对待消费要像一个整体的经验，认识到理性与情感两个理性和感性驱动的消费，并采用折衷方法。
接下来，我将呈现一个战略框架，用于管理工作经验。
图 1 体验营销的特征一个战略框架，用于管理工作经验这两个最基本的概念是体验营销战略体验模块 (SEMS) 和经验提供商（ExPros）。
战略体验模块（SEMS）SEMs 体验模块战略是管理者为他们的客户用它来创造不同类型的客户经验。
术语“模块”一直是借用了最近在认知科学、哲学的思想局限思想和行为的功能领域的研究。
模块具有鲜明的体系和过程。
近日在认知科学的工作，我认为每个扫描电镜（SEM）必须具有明确的目的性，以及内部结构和原理。
让我一个接一个地讨论每一个扫描电镜 SEM（见图2）。
（1）感觉感觉模式( 或者感觉营销）通过视觉、声音、触觉、味觉和嗅觉来吸引感的目标，创造感官体验。
感觉可以用来区分营销公司和产品，促使顾客及附加值的产品( 比如，通过美学或兴奋) 。
最重要的原则之一的感觉是“认知的一致性、感官上的变化，”例如，理想的感觉方法提供了一个潜在的概念，但似乎总是耳目一新清楚的被检测出来。
伏特加这家集团旷日持久的竞选提供了一个很好的例子，其中一个内在思想和概念结合不断新鲜的审判。
图2 战略体验模块（ SEMs ）（2）情感情感营销吸引客户内心的感受和情感，从温和的经验，积极的情绪与品牌（例如 noninvolving 杂货店，nondurable 品牌或服务或工业产品），强烈的情感的快乐和骄傲（例如耐用消费品、技术、或社会营销活动）创造情感目标范围。
什么是需要情感营销工作，是一个对什么可以触发某些刺激情绪的紧密理解以及消费者脑海中闪过的意愿－营业收入和移情作用。
标准的情感广告缺少这两者，它在消费期间没有对准目标情感。
我们很难创造成功国际规模的情感活动，不仅是情感引诱刺激和意愿的理解，在某些特定情况下，根据文化的不同而做出不同的活动。
（3）认知认知营销诉求从事创造性的客户以客观的智力创造认知、解决问题的经验。
认知通过惊喜，阴谋和挑衅吸和发散思维吸引目标客户的融合。
认知活动通常是为新技术产品提供的。
一个很好的例子是微软的竞选，“你想去哪里吗？”但认知营销不是仅仅局限于高科技产品。
认知营销也被应用于产品设计、零售和通信在许多其他的工业。
（4）行为行为营销通过他们的亲身经验丰富消费者的生活，展现他们做事情的选择方式（例如，在 BtoB 的商业模式和工业市场），选择性的生活方式和相互作用。
理性的行为改变的方法（即理性行为理论）只是许多行为变化的一个选择。
改变生活方式和行为更多的动力，灵感和情感自然和经常出于作用模型（如电影明星、运动员）。
耐克的“just do it”已成为经典的行为的销售。
（5）关系关系营销包含感觉、情感、认知和行为营销的方面。
然而，关系营销扩展到个人以外，私人的感情，因此关系到个人有关他/她的外在私有状态。
关系营销活动吸引追求自我发展目标( 例如，未来理想的自我？他或她想要参与) 。
他们呼吁通过自己或其他人积极的需求( 例如，一个人的同伴，男朋友，女朋友或配偶，家庭和同事) 。
他们关系到个人广阔的社会系统( 亚文化，一个国家等) 。
然而，很少导致体验诉求只有一种经验。
模块是有限制的，但是它们没有独立的机构；相反，他们被连接和互动。
很多成功的企业雇佣混合两种或两种以上SEMS 经验相结合的为了拓宽经验的吸引力。
最理想的情况是，商家要努力创造整体战略整合的经验，与此同时，要掌握感觉、情感、认知、行为和关系的品质。
实施体验营销工具：ExPros 怎样实现 SEMs？实施的战略感觉、情感、认知、行为和关系模块的方法我把它定义为“经验提供者”（或 ExPros）。
ExPros 包括通讯、视觉和语言的身份和招牌，产品存在，品牌空间环境、电子媒体和人。
创建一个经验，ExPros 必须管理的三种方式：（1）连贯（即于一体的综合性时尚）；（2）随时间一致；（3）注重细节和利用 ExPros 到它最完整的潜能创造的经验。
体验营销的战略问题问题 1：与经验框架相关的战略问题关键的战略问题我称之为经验确定网格如图 3 所示。
这些问题与深度、强度、宽度和联系的经验相关联。
强度：强化 vs 扩散所谓的强度（加强与扩散)主要针对每一个的单元格。
考虑的是一个给定的Expro 提供的特定经验是否被加强或被扩散？如果你是Hallmark Cards（美国一家卖贺卡和礼品的公司），你通过展示一个 FEEL 的广告来建立一个 FEEL 经验。
（正如你们知道的，像两分钟广告“slice-of -apple-pie”中展示的那样，哥哥正好赶上圣诞晚宴，和他的弟弟一起唱圣诞颂歌）。
问题来了，如何选择正确的（商业）强度以便能捕捉到观众的眼睛，并使观众对Hallmark 留下一个好的印象，让观众感觉广告的“不做作”和“不俗气”。
这并不是一个容易达到的平衡。
在没有标准的测试下，你很有可能做得“过火”或做得“不够”。
图 3 战略经验的网格宽度：扩充 vs 简化所谓的“宽度问题”（扩充 vs 简化）考虑的是通过 Expros 来进行的管理。
一个公司或组织是否应该通过加入能够提供相同经验值获得额外 Expros ，还是简化经验而提炼出必须的 Expros 来解决“宽度问题”呢？同样，如果你是 Hallmark，你的零售商店是否需要拥有足够的 FEEL 背景来扩大你的经验值，还是应该拥有多样的销售空间？相反的，你更可以以降低所需的FEEL 经验值并通过丰富贺卡上面的文字和图画这种用更简洁的方式？实际上，Hallmark 的选择是通过增加他们的销售店，通过建立新的可以为提供温暖销售气氛的 Hallmark 零售点。
深度：扩大 vs 集中深度问题（扩大vs 集中）讨论的是通过SEMs 的管理方式。
一个企业是否应该通过个体之间经验值得混合以达到整体经验高的提高，还是应该集中在个体经验值得培养来达到扩大企业经验值得目的？例如：作为Hallmark 的一部分战略计划，他们也许会问：“在电子科技如此发达的今天，送贺卡还有什么样的功能和意义呢？通过邮件传达问候是否会更加的合理？如果，贺卡是通过邮箱寄出去的，或者是通过网络商店设计并储存的，那又如何呢？就像这些问题所描述的。
在电子科技时代，Hallmark 可能会从FEEL 到THINK 的角度考虑扩大他们的经验，或更甚的是，通过发掘RELATE 和 ACT。
实际上，这些公司已经投入了大量资金来建立他们这么一个既令人兴奋又具有创造性的网站。
联系：连接 vs 分散最后，所谓的“联系问题”（连接 vs 分散）考虑的是 SEMs 和 ExPros 之间的内部联系。
通常情况下，只靠增加 SEMs 是不够的。
S EM 之间需要联系起来。
然而，在某些情况下，通過分散范围过大的经验或许会给企业带来利益，但是也同时提高的企业的风险，因为所作的一切很可能没有意义。
Hallmark 是否应该在传统的 FEEL 和他们新的 THINK 之间建立联系呢？例如：在贺卡上加入多媒体功能？或者把传统贺卡和电子贺卡作为两种不同的行业？问题 2：公司品牌和子品牌这个问题考虑的是赋予顾客的品牌结构（包括供货商，经销商，和终端用户）特别的，当一个公司拥有高知名品牌的时候（例如：福特和索尼），他们应该建立他们公司特有的经验。
但是他们也同时需要建立公司的品牌和产品的经验。
这些品牌和产品的经验不应该和公司的经验起冲突。
一个拥有强大的品牌背景的公司（例如：General Motors and Procter and Gamble）或许应该提升他们的品牌经验，因为他们公司的知名度不高。
但他们同时仍然需要使定位他们的产品和商标的品牌定位更接近于公司的品牌经验。
问题 3：品牌扩展和合作伙伴战略用传统的角度，新产品的开发通常被认为是通过增加新的功能和好处，旧产品或旧科技。
传统的市场销售模型把品牌扩展看成为融合产品类型并把现有的资金从现在品牌转到周边产品里。
相对的，有三个因素决定新产品和品牌扩展的高端的市场销售模式：（1）新产品和其延伸类型对公司的形象或品牌的影响程度；（2）新产品和周边品牌对新产品和新品牌的影响程度；（3）对促进整体经验的影响程度。