顾客感知价值外文翻译解析

1、浙江理工大学科技与艺术学院本科毕业设计（论文）附件3外文翻译原文1Experiential MarketingThe purpose of this paper is to show peculiarities of traditional and experiential marketing and describe why experie ntial marketi ng is better way to un dersta nd con sumer behaviourparative analysis shows the main characteristics of tradition

2、al 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 standpoi

3、nt to the consumer “ Stimulu呎eaction ” . Experiential marketing present these characteristics: orientation to the consumer experienee, looking to the consumer experience holistically, point of view to the consumer as rational thinker and emotional too, exclectizm of methodical, “ fromStimulus to Rea

4、ct ion ” . As we can see out of traditi onal marketi ng characteristics this sta ndpo int to the con sumer is in sufficie nt, because it evaluate just one side of con sumer behaviour: rati onal con duct so look ing the biggest ben efit from purchase. Mean while experie ntial marketi ng estimate both

5、 sides of con sumer: rati onal and emoti on al, this sta ndpo int to the con sumer is more pers on al, i ndividual.Key words: traditi onal market ing, experie ntial marketi ng, product superiority, con sumer, emoti ons, rati on alityIn this article, I contrast traditional marketing with a new approa

6、ch to marketing called Experiential MarketingNowadays then the world is very quicklychange, coming new tech-nologies,com muni catio n, comes cha nges in to the marketi ng too .In the Great Brita in, USA and similar coun ties markets are overfill with products and services. There are big competitio n

7、s so prin ciples 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 un dersta nding as accomplice of attributes. K. Lan

8、 caster expressed this sta ndpo int the first time in 1966. Then this standpoint was developing by F. Kotler, T. Nagle. In the newest scienee literature we can find good description as a complex of characteristics and superiority Many consumer behaviour researches such as Kotona, Engel, Black-well,

9、Minard 1999 consumer estimate like rational thinker. This standpoint is based on concept of information remaking. This con cept widely comes from cog nitive psychology.Market in g-mix inven tor Neil Borde n 1964 asserts that un ited comp onents in the marketing-mix are not. Marketing-mix theory was

10、criticising due to its mechanical point of view stimulus- react ion. Now is proved that betwee n stimulus and reacti on is process.The notion of experienee has entered the field of consumption and marketing throughHolbrook and Hirschman 1982 pioneering article. Twenty years after, this notion has ga

11、ined gro und to be recog ni sed as importa nt for what it can con tribute to marketi ng kno wledge of the consumer. As a consequenee, it is the pillar of the socalled experience economy and experiential marketing. Building on Arnould and Price-knowh93weils “ River Magic ” paper on extraordinaryexper

12、ie nces, marketers tend to en gage con sumers in a memorable way, offeri ng them extraord inary experie nces. For them, experie nces provide con sumers a way to en gage physically, men tally, emoti on ally, socially and spiritually in the con sumpti on of the product or service maki ng the in teract

13、i on mea nin gfully real.Experie ntial marketi ng is everywhere .In a variety of in dustries, compa nies have movedaway from traditional features-and-benefits marketing toward creating experiences for their customers. This shift toward experie ntial market ing has occurred as a result of three simul

14、ta neous developme nts in the broader bus in ess environmentWith the experie nce economy era,with the in creased competiti on is n arrow ing rather tha n asa n atural adva ntage;Enterprises in product, pricing, channels and promotion, marketing services, operating atthe level of competition, due to

15、the operation of the market norms of transparency and information, and made to imitate and learn from each other at an increasing rate, I would like to establish Ion g-term competitive adva ntage has become in creas in gly impossible;The various com mun icati on activities, and enhance the customer

16、experie nce n eeds,so thatcustomers receive the material and spiritual concept of the dual meet marketing - Experiential market ingIn many cases, customers may have tur ned a deaf ear to product advertis ing overwhel ming. Because there are too many ads, and many advertis ing commitme nts to honor t

17、he in tegrity of a nu mber of emerg ing issues, with the cha nges in values, the con fide nee of customers for the advertisers are increasingly reduced. In fact, customer care is reflected in the details of the real experienee, a good brand in the details for customers to get real comfortable experi

18、ence times in fact, a hundred times better than advertisingConsumer value is the core of marketing attention to whatcustomers value is the fun dame ntal questi on of winning. Traditi onal textbook lists four kinds of consumer value, namely, functional value, emotional value, social value and persona

19、l value. At prese nt, the compa ny has experie nce to the experie nce economy brought about by the new value. Consumer experience has become the first five kinds of consumer value, namely, the pursuit of con sumer purchases and the value of the experie nce.1. Focus on Functional Features and Ben efi

20、tsTraditional marketing is largely focused on features and benefits.Traditional marketers assume that customers bus in ess customers or end con sumers in a variety of markets in dustrial, con sumer, tech no logy, serviceWeigh fimctional features in tenns of their importance, trade off features by co

21、mparing them, and select the product with the highest overall utility defined as the sum of weighted features2. Product Category and Competiti on are Narrowly DefinedIn the world of a traditional marketer, McDonalds competes against Burger King and Wen dys and not aga inst Pizza Hut Frie ndlys or St

22、arbucks. Chanel fragra nces compete Aiga inst Dior fragra nces and not aga inst those of Lan come or LOreal, or aga inst fragra nces offered by the Gap or another mass-market retailer. For a traditional marketer, competition occurs primarily within n arrowly defi ned product categories - the battleg

23、ro und of product and brand Man agers.3. Customers are Viewed as Rati onal Decisi on MakersThroughout this cen tury, econo mists, decisi on scie ntists and marketers have viewed customer decisi on-mak ing as straightforward problem solvi ng. As En gel, Blackwell and Min iard 1994 explain, problem so

24、lving refers to thoughtful, reasoned action undertaken to bring about need satisfact ion.Customer decisi on-mak ing processes typically A|re assumed to in volve several steps: need recognition, information search, evaluation of altematives, purchase and con sumpti on.4. Methods and Tools are Analyti

25、cal, Quantitative and Verbal Standard traditional marketi ng methodologies are an alytical, qua ntitative and verbal. Think about regressi on models. The in put to most regressi on models and their stepchild the logit model con sists of verbal rati ngs collected in in terviews or surveys. The purpos

26、e is to predict purchase or choice based on a nu mber of predictors and to assess their relative importa nee weights. Or con sider positi oning mapsA Focus on Customer Experie ncesIn con trast to its n arrow focus on functional features and ben efits,experie ntial liarket ing focuses on customer exp

27、eriences. Experiences occur as a result of encountering, undergoing or livi ng through tili ngs. Experie nces provide sen sory, emoti on al, cog nitive, behavioural, and relati onal values that replace functional values.Strategic Experiential ModulesThe SENSE module - or SENSE marketing - appeals to

28、 the senses with the objective of creating sensory experiences, through sight, sound, touch, taste and smell. SENSE marketing may be used to differe ntiate compa nies and products, to motivate customers and to add value to products FEEL market ing appeals to customers inner feeli ngs and emoti ons,

29、with the objective of creati ng affective experie nces that range from mildly positive moods lin ked to a brandTHINK marketing appeals to the intellect with the objective of creating cognitive, problem-solv ing experie nces that en gage customers creatively THINK appeals to target customers con verg

30、e nt and diverAge nt thinking through surprise,i ntrigue and provocati on.ACT marketing enriches customers lives by targeting their physical experiences, show ing them altemative ways of doing thingsRELATE marketi ng con tai ns aspects of SENSE, FEEL, THINK and ACTMarketi ng. However, relate market

31、ing expa nds bey ond the in dividuals Pers onal 。In the experie ntial perspective,the con sumpti on experie nce is no Ion ger limited to some prepurchase activity, nor to some postpurchase activity, e.g. the assessment of satisfaction, but includes a series of other activities which in flue nce con

32、sumers ecisi ons and future acti ons. Con sumpti on experience is thus spread over a period of time which, according to Arnould and Price 1993, can be divided into four major stages: The prec on sumpti on experie nee, which in volves search ing for, pla nning, day-dream ing about, foresee ing or ima

33、gi ning the experie nee; The purchase experie nee which derives from choice, payme nt, packagi ng, the encoun ter with the service and the en viro nmen t; The core consumption experienee including the sensation, the satiety, the satisfact ion /dissatisfacti on, the irritati on /flow, the tran sforma

34、ti on; The remembered consumption experienee and the nostalgia experienee activates photographs to relive a past experienee, which is based on accounts of stories and on arguments with friends about the past, and which moves towards the classificati on of memories.Experie nce,i n this paper,is defi

35、nedas a subjective episode in thecon struct ion/tran sformati on of the in dividual, with however, an emphasis on the emoti ons and senses lived during the immersion at the expense of the cognitive dimension. Marketing, on the other hand, gives experie nee a much more objective rather tha n subjecti

36、ve meaning, con firm ing the idea that the result may must be somethi ng extremely sig ni fica nt and un forgettable for the con sumer immerged into the experie nee.Author: BerndH.SchmittNationality : AmericaOriginate from: Journal of Marketing Management译文1体验营销本文章的目的是展示传统营销和体验营销的差异性 ，并说明为什么体验营销 是一种

37、了解消费者行为的更好的方式。经过对比分析表明传统营销和体验营销的 主要特点和区别。传统的营销特点有：产品的功能特点和优势；缩小确定性的产品 类别；从一个理性的消费者角度来看；应用子系统分析；定量和口头方式；从机械 的角度给消费者带来“刺激一反应”的体验。体验营销目前有这些特点：定位于消费者经验的体验；着眼于整体消费的体验；作为一个理性消费者他的思想和情 绪也有条不紊的“作出刺激和反应”。正如我们可以看到支持传统营销这一立场 对消费者是远远不够的，因为传统的营销评估的只是一个侧面的消费行为：而理 性的行为即希望从购买中获得最大的好处。 然而体验营销是评估消费者的两个方 面:理性与情感，这一观点的

38、消费者更个性化，更个人化。关键词：传统营销,体验营销,产品优势,消费,情感性,合理性。在这篇文章中，我将与传统的营销方法对比的那种营销称为体验式营销。 世界是不断变化的，包括未来的新技术、通信、以及市场营销都是变化的。 在英国、美国和类似的地方市场充满着产品与服务。因为有如此巨大的竞争所以传统营销活动不能正常工作。那么又应该如何吸引新的消费者，不能正常工作的 原因又是什么呢？这些是体验营销的机会。讨论了一些传统营销的命题,在传统的市场营销中商品是作为理解的帮凶。 1966年,K.兰卡斯特第一次表明了这一立场。 然后F.科特勒和T.纳戈发展了 这一观点。在最新的科学文献中我们可以找到作为一个复杂

39、的特点和优势的很好 的描述。通过对许多消费者行为研究表明消费者喜欢这样理性的思想家如恩格尔，黑井,米纳德1999。这一观点是基于对信息的改造,而对这个概念普遍的认知则来 自于认知心理学。营销组合发明者尼尔？博登1964断言联合组成不是营销组合。营销组合理 论被批评是因为它具有的机械的观点（刺激一反应）。现在已经证明刺激和反应之 间只是相应的过程关系。体验的概念是通过霍尔布鲁克和赫希曼在 1982年创作的文章进入消费和销 售领域。20年后,这一概念被当作能够促进市场的消费已经被大家所认同。因此,它是所谓的体验经济和体验营销的支柱。这是建立在阿诺德和Price的众所周知 的非凡经历93的“河魔术”

40、的文章上,营销人员往往从事于让消费者一个难忘的 方式：向他们提供非凡的体验。对他们来说，体验为消费者提供一种进行身体、精 神、情感互动，在产品基础上做出真正有意义的精神服务的方式。体验式营销随处可见，在不同的行业，公司摒弃了传统的营销而转向为他们 的客户提供体验式的营销。这种营销的转变为体验营销提供了 3个广阔的商机环 境。随着体验经济时代的到来，随着竞争的加剧，企业在产品、价格、渠道及促销、 服务等营销操作层面上的竞争，则由于市场运作规范与信息的透明化，而使得相 互间模仿和借鉴的速度越来越快，想以此建立起长久的竞争优势也变得越来越不 可能;而开展各种沟通活动，增强顾客体验需求，从而使顾客物质

41、上和精神上得到 双重满足的营销理念，体验式营销显露出来。很多时候 ，顾客可能对产品铺天盖 地的广告置若罔闻。因为现在花里胡哨的广告太多了 ，而且许多广告承诺的兑现 不了，出现了不少的诚信问题，随着价值观的改变，顾客对于广告的信任正在日益 降低。其实顾客更在意的是体现在细节上的实实在在的体验，一个优秀的品牌如 果在细节上让顾客获得实实在在的舒适体验其实胜过广告十倍百倍。消费者价值是营销关注的核心，向顾客提供何种价值是企业制胜的基本问 题。传统的教科书列举了 4种消费者价值，即功能价值、情感价值、社交价值和 个人价值。当前，企业已经“体验”到了 “体验经济”所带来的新的价值。“消费者的体验”已经成

42、为第5种消费者价值，即消费者购买和追求的是体验价值。1.专注于功能和效益传统的市场营销主要集中在特点和优点，传统的商人认为客户（商业客户或 者消费者）在不同的市场（工业、消费、技术、服务）通过他们的特征比较他们的 重要性不同。以最高质量效用来选择产品。产品类别和竞争的狭义定义在传统销售商的国度里，麦当劳汉堡与国王和温蒂的竞争，香奈儿与迪奥香 水的竞争（本人并不反对那些包含兰蔻的或者欧莱雅公司的 ）。作为一个传统的商 人，竞争主要集中在定义产品的类别，和品牌的管理方面。客户是最理性的决策者在这个世纪，经济学家，科学决策者和销售商认为客户决策能很简单的解决 问题。就像 En gel, Blackw

43、ell a nd Mi niard解释说解决问题必需深入的思考,理性的消费行为才让人感到满意。用户的决策通常需要假设好多步骤，需要认知, 信息的检索，评价,购买和消费。采用定量研究和措辞的方法和工具对传统的营销方法口头和定量的进行了 分析,考虑回归模型，输入对大多数，由口头面试或调查收集起来的回归模型，目 的是为了预测购买或选择的基础，通过一系列的预测因子评估他们的相对重要性 或者考虑改怎么定位。一个以顾客为关注焦点的体验与仅仅集中在功能特点和福利的相比，体验经济更加关注于客户的体验，体验提供感觉，情绪,认知行为以及与其相关的价值观 来取代其功能价值。战略经营模块、感官模块或者感官经营，指通过

44、视觉，声音,触觉,味觉等等创造体验来吸引感官上的注意。感官营销用来区别公司和产品，以此来激励顾客来增加产品的附加值。感觉营销通过对顾客内心情感的把握来吸引住顾客。目的在于创造情感体验来维系自己的品牌。思考式营销，通过启发人们的智力，引发客人产生各异的想法 行为来吸引顾客。行动式营销，通过这些行为体验，向他们展示了在处理问题中不 同的方式。关系型营销包含感官、感觉、思考、行为营销，然而,关系型营销不断 扩大，并超出了个别的范畴从体验的角度来看，消费的经验也不再仅限于一些售 前活动,也不是一些购买后的活动，例如,满意度评估，但其中包含了影响消费者 的决定和今后的行动等一系列活动。因此，消费经验的传

45、播时间根据阿诺德和 Price（1993年）可以划分时期为四个主要阶段：超前消费体验，其中包括搜索、规划、每天梦想着，预见或想像的经验；本次 购买体验来自于选择、付款、包装、与服务和环境的接触；核心消费体验，包括感觉、满足、满意/不满意、刺激/泛滥、改造；消费体验和怀旧经验的记忆激活 照片从而回顾过去的经验，这是基于故事帐户和进行有关过去的朋友的论点，并 实现记忆分类方式。经验在这文章中被定义为一个主观事件 /个人的转变，但是对感情和感觉强 调沉浸在认知层面的生活费用上。另一方面,营销使经验具有更为客观的（而不是浙江理工大学科技与艺术学院本科毕业设计（论文）主观的）的意义,它证实了这个想法：结

46、果可能必须极其重要的东西和浸入到消费 者难以忘怀的经验。作者：伯德施密特国籍：美国出处：营销管理浙江理工大学科技与艺术学院本科毕业设计（论文）原文2The moderating effect of customer perceived value on onlineshopping behaviourThere are several important theoretical implications of this study. First because of the fun dame ntally differe nt characteristics of on li ne and o

47、ffline shopp ing, such as the con text of traditional service quality and e-service quality, and transaction costs of customers, customer loyalty is very different online compared to traditional physical shops. Previous studies found obvious factors in flue ncing con sumer loyalty, such as service q

48、uality and con sumer satisfacti on, but n eglected to un dersta nd the in flue ncing processes. This study has dem on strated that the process of attaining customer loyalty in online shopping is consistent with the self-regulation process: appraisal processes, emotional reactions and coping response

49、s (Bagozzi, 1992). From the self-regulation process (Bagozzi, 1992) this study found that there are two distinct routes in flue ncing customer loyalty in the on li ne shopp ing process: one is an emoti onal way based on better moods and feeli ngs; ano ther is a ratio nal way based on comparative an

50、alysis of ben efits and costs. These two routes have bee n found to have differe nt impact on con sumer loyalty at differe nt purchase stages. Second the most famous customer satisfact ion model is the customer satisfact ion in dex (CSI) (Fornell et al., 1996). The fun dame ntal differe nee between

51、the CSI and this research model lies in the role of the perceived customer value variable. This research assumes that the perceived customer value variable has a direct effect on both satisfact ion and loyalty. It also has a moderating effect between satisfaction and loyalty. When consumers are shop

52、ping online their search costs and switching costs become lower than when shopping at physical shops. Therefore con sumers can easily compare differe nt shopp ing websites and weake n the traditi on al li nk betwee n satisfact ion and loyalty. The traditi onal CSI model was developed for physical shops, thus it cannot expla in this e-commerce phe nomenon well. Third the purchase process con sists of several dist inct stages: pre-purchase, purchase and