體驗(yàn)營銷外文翻譯

1、體驗(yàn)營銷外文翻譯 外文翻譯原文experiential marketing Material Source: Journal of Marketing Management Author:Schmitt,Bernd H The purpose of this paper is to show peculiarities of traditional and experiential marketing and describe why experiential marketing is better way to understand consumer behaviourparative an

2、alysis 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, qu

3、antitative 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

4、, 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 exper

5、iential 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 wi

6、th a new approach to marketing called Experiential Marketing Nowadays 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 big c

7、ompetitions 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

8、. 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-w

9、ell, 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 cr

10、iticising 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 Hirschmans 1982 pioneering article. Twenty years after, this notion has gain

11、ed 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 Prices well-known 93s “River Magic” paper on extraordinary experiences,

12、 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.

13、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 br

14、oader business environment With 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 of t

15、ransparency 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 th

16、e material and spiritual concept of the dual meet marketing - Experiential marketing In 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 t

17、he 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 advertisi

18、ng 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 expe

19、rience 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 Benefits Traditional marketing is largely focused on features and benef

20、its.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

21、defined as the sum of weighted features 2.Product Category and Competition are Narrowly Defined In the world of a traditional marketer, McDonalds competes against Burger King and Wendys and not against Pizza Hut Friendlys or Starbucks. Chanel fragrances compete igainst Dior fragrances and not agains

22、t those of Lancome or LOreal, 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 M

23、akers Throughout 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. Custo

24、mer 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, quantitat

25、ive 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 w

26、eights. Or consider positioning maps A Focus on Customer Experiences In 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 s

27、ensory, emotional, cognitive, behavioural, and relational values that replace functional values. Strategic Experiential Modules The SENSE module - or SENSE marketing - appeals to the senses with the objective of creating sensory experiences, through sight, sound, touch, taste and smell. SENSE market

28、ing may be used to differentiate companies and products, to motivate customers and to add value to products FEEL marketing appeals to customers inner feelings and emotions, with the objective of creating affective experiences that range from mildly positive moods linked to a brand THINK marketing ap

29、peals to the intellect with the objective of creating cognitive, problem-solving experiences that engage customers creatively THINK appeals to target customers convergent and divergent thinking through surprise,intrigue and provocation. ACT marketing enriches customers lives by targeting their physi

30、cal experiences, showing them altemative ways of doing things RELATE marketing contains aspects of SENSE, FEEL, THINK and ACT Marketing. However, relate marketing expands beyond the individuals Personal。In the experiential perspective,the consumption experience is no longer limited to some prepurcha

31、se activity, nor to some postpurchase activity, e.g. the assessment of satisfaction, but includes a series of other activities which influence consumers decisions and future actions. Consumption experience is thus spread over a period of time which, according to Arnould and Price 1993, can be divide

32、d into four major stages: The pre-consumption experience, which involves searching for, planning, day-dreaming about, foreseeing or imagining the experience; The purchase experience which derives from choice, payment, packaging, the encounter with the service and the environment; The core consumptio

33、n experience including the sensation, the satiety, the satisfaction/dissatisfaction, the irritation/flow, the transformation; The remembered consumption experience and the nostalgia experience activates photographs to relive a past experience, which is based on accounts of stories and on arguments w

34、ith friends about the past, and which moves towards the classification of memories. Experience,in this paper,is defined as a subjective episode in the construction/transformation of the individual, with however, an emphasis on the emotions and senses lived during the immersion at the expense of the

35、cognitive dimension. Marketing, on the other hand, gives experience a much more objective rather than subjective meaning, confirming the idea that the result may must be something extremely significant and unforgettable for the consumer immerged into the experience. 譯文體驗(yàn)營銷資料來源: 營銷管理 作者:Schmitt, Bern

36、dH 體驗(yàn)營銷 本文章的目的是展示傳統(tǒng)營銷和體驗(yàn)營銷的差異性,并說明為什么體驗(yàn)營銷是一種了解消費(fèi)者行為的更好的方式。經(jīng)過對(duì)比分析表明傳統(tǒng)營銷和體驗(yàn)營銷的主要特點(diǎn)和區(qū)別。傳統(tǒng)的營銷特點(diǎn)有:產(chǎn)品的功能特點(diǎn)和優(yōu)勢;縮小確定性的產(chǎn)品類別;從一個(gè)理性的消費(fèi)者角度來看;應(yīng)用子系統(tǒng)分析;定量和口頭方式;從機(jī)械的角度給消費(fèi)者帶來“刺激一反應(yīng)”的體驗(yàn)。體驗(yàn)營銷目前有這些特點(diǎn):定位于消費(fèi)者經(jīng)驗(yàn)的體驗(yàn);著眼于整體消費(fèi)的體驗(yàn);作為一個(gè)理性消費(fèi)者他的思想和情緒也有條不紊的“作出刺激和反應(yīng)”。正如我們可以看到支持傳統(tǒng)營銷這一立場對(duì)消費(fèi)者是遠(yuǎn)遠(yuǎn)不夠的,因?yàn)閭鹘y(tǒng)的營銷評(píng)估的只是一個(gè)側(cè)面的消費(fèi)行為:而理性的行為即希望從購買中獲

37、得最大的好處。然而體驗(yàn)營銷是評(píng)估消費(fèi)者的兩個(gè)方面:理性與情感,這一觀點(diǎn)的消費(fèi)者更個(gè)性化,更個(gè)人化。 關(guān)鍵詞:傳統(tǒng)營銷,體驗(yàn)營銷,產(chǎn)品優(yōu)勢,消費(fèi),情感性,合理性。 在這篇文章中,我將與傳統(tǒng)的營銷方法對(duì)比的那種營銷稱為體驗(yàn)式營銷。 世界是不斷變化的,包括未來的新技術(shù)、通信、以及市場營銷都是變化的。在英國、美國和類似的地方市場充滿著產(chǎn)品與服務(wù)。因?yàn)橛腥绱司薮蟮母偁幩詡鹘y(tǒng)營銷活動(dòng)不能正常工作。那么又應(yīng)該如何吸引新的消費(fèi)者,不能正常工作的原因又是什么呢?這些是體驗(yàn)營銷的機(jī)會(huì)。 討論了一些傳統(tǒng)營銷的命題,在傳統(tǒng)的市場營銷中商品是作為理解的幫兇。1966年,K. 蘭卡斯特第一次表明了這一立場。然后F. 科

38、特勒和T. 納戈發(fā)展了這一觀點(diǎn)。在最新的科學(xué)文獻(xiàn)中我們可以找到作為一個(gè)復(fù)雜的特點(diǎn)和優(yōu)勢的很好的描述。 通過對(duì)許多消費(fèi)者行為研究表明消費(fèi)者喜歡這樣理性的思想家如恩格爾,黑井,米納德1999。這一觀點(diǎn)是基于對(duì)信息的改造,而對(duì)這個(gè)概念普遍的認(rèn)知?jiǎng)t來自于認(rèn)知心理學(xué)。 營銷組合發(fā)明者尼爾?博登 1964斷言聯(lián)合組成不是營銷組合。營銷組合理論被批評(píng)是因?yàn)樗哂械臋C(jī)械的觀點(diǎn)(刺激一反應(yīng))?，F(xiàn)在已經(jīng)證明刺激和反應(yīng)之間只是相應(yīng)的過程關(guān)系。 體驗(yàn)的概念是通過霍爾布魯克和赫希曼在1982年創(chuàng)作的文章進(jìn)入消費(fèi)和銷售領(lǐng)域。20年后,這一概念被當(dāng)作能夠促進(jìn)市場的消費(fèi)已經(jīng)被大家所認(rèn)同。因此,它是所謂的體驗(yàn)經(jīng)濟(jì)和體驗(yàn)營銷的支

39、柱。這是建立在阿諾德和Price的眾所周知的非凡經(jīng)歷93的“河魔術(shù)”的文章上,營銷人員往往從事于讓消費(fèi)者一個(gè)難忘的方式:向他們提供非凡的體驗(yàn)。對(duì)他們來說,體驗(yàn)為消費(fèi)者提供一種進(jìn)行身體、精神、情感互動(dòng),在產(chǎn)品基礎(chǔ)上作出真正有意義的精神服務(wù)的方式。 體驗(yàn)式營銷隨處可見,在不同的行業(yè),公司摒棄了傳統(tǒng)的營銷而轉(zhuǎn)向?yàn)樗麄兊目蛻籼峁w驗(yàn)式的營銷。這種營銷的轉(zhuǎn)變?yōu)轶w驗(yàn)營銷提供了3個(gè)廣闊的商機(jī)環(huán)境。隨著體驗(yàn)經(jīng)濟(jì)時(shí)代的到來,隨著競爭的加劇,企業(yè)在產(chǎn)品、價(jià)格、渠道及促銷、服務(wù)等營銷操作層面上的競爭,則由于市場運(yùn)作規(guī)范與信息的透明化,而使得相互間模仿和借鑒的速度越來越快,想以此建立起長久的競爭優(yōu)勢也變得越來越不可能;而開展各種溝通活動(dòng),增強(qiáng)顧客體驗(yàn)需求,從而使顧客物質(zhì)上和精神上得到雙重滿足的營銷理念?體驗(yàn)式營銷顯露出來。很多時(shí)候,顧客可能對(duì)產(chǎn)品鋪天蓋地的廣告置若罔聞。因?yàn)楝F(xiàn)在花里胡哨的廣告太多了,而且許多廣告承諾的兌現(xiàn)不了,出現(xiàn)了不少的誠信問題,隨著價(jià)值觀的改變,顧客對(duì)于廣告的信任正在日益降低。其實(shí)顧客更在意的是體現(xiàn)在細(xì)節(jié)上的實(shí)實(shí)在在的體驗(yàn),一個(gè)優(yōu)秀的品牌如果在細(xì)節(jié)上讓顧客獲得實(shí)實(shí)在在的舒適體驗(yàn)