体验营销外文文献翻译2014年译文3000多字

level 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 METHODS

This 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 CONCLUSIONS

The 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 of

the 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 experiences 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 seen 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。公司都将他们的注意力和努力，从商品价格和质量上转移到了客户体验上。同时，通过体验营销创造的价值令对组织的绩效产生了重要影响，特别是在客户满意度，客户维系和忠诚方面。体验营销是一个新的营销方法，通

过理性的认知和消费的情感因素，把市场看成是一个客户体验式市场。

我们正处于一个“体验经济”的时代，一些比较积极的组织，都很关心和关注的是如何为客户创造一个独特的体验和价值体系，这需要了解客户的生活，从而为他们营造一个独特的购物体验。体验是每个人固有的心理，贯穿于身体、情感和认知活动中，体验可以产生强烈的感情来吸引客户。体验往往来自个人的心理和购物过程的交互，并且受到具体环境和情况的影响 (施密特,1999)。

施密特(2003)总结了五种体验，营销人员可以为客户创建的体验就包括:感官体验(感觉)、情感体验(感受)、创造性认知体验(认为)、身体体验、行为和生活方式和社交体验。作者认为体验营销的终极目标是为客户创建一个整体性的消费体验，把设法把所有这些类型的体验都融入到客户体验中。

根据派因和吉尔摩(1999)的观点，经济的发展正催生出一个新的、动态的购物体验时代，它挑战了传统的专注于产品销售和服务销售方法。为了提高消费者的情感与产品的联系，也为了在竞争日益的市场中赢得优势地位，零售商们都将注意力转向为客户创造一个难忘的零售体验中，试图从生理和心理上吸引消费者。

随着购物中心、超市和大型超市的出现，在发达国家和发展中国家中，商家的竞争日益加剧，在这种情况下，零售商们都寻求制定商业策略，专注于开发和维护客户关系，并且为客户提供一个差异化的购物体验。

“体验式营销”这个词指的是用户对产品/服务的实际体验，它能够推动销售，提高品牌形象和意识。如果做得好，这将是商家最强大的竞争力，可以赢得品牌忠诚度。客户体验与消费者的行为意图联系在一起，为客户提供真实的购物体验也是体验营销的主要目标之一。这是通过亲自参与、感受产品和服务，建立一个可靠的和难忘的邂逅体验过程。

购物正被认为是一个搜索商品的过程，消费者不仅要确保他们做出正确的决定，选择合适的产品。此外，他们还打算得到情感上的满足。人们已经发现，高水平的品牌知名度可能不会转化为销售。积极的组织应该考虑顾客的每一个真实的购物差异化需求，为其提供个性化的购物体验。如果商店不能提供一个令人信服的理由再次来光临，那么消费者的购买数量可能会下降。（声明：本译文归百度文库所

有，完整译文请到百度文库。）