顧客感知價值外文翻譯

1、附件3外文翻譯原文1Experiential Marketing 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 analysis shows the main characteristics of traditional and experiential marketi

2、ng. 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

3、- 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

4、 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, th

5、is 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 Marketing Nowadays then th

6、e 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 competitions so principles and actions of traditional marketing do not work. H

7、ow 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 st

8、andpoint 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

9、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 prov

10、ed 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 gained ground to be recognised as important for what it can contribute to marketi

11、ng 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, marketers tend to engage consumers in a memorable way, offering them extraor

12、dinary 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 h

13、ave 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 environment With the experience economy era,with t

14、he 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 transparency and information, and made to imitate and learn from e

15、ach 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 - Exp

16、eriential 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 the changes in values, the confidence of customers for the adverti

17、sers 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 cust

18、omers 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 v

19、alue. "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 benefits.Traditional marketers ass

20、ume 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 weighte

21、d features 2.Product Category and Competition are Narrowly Defined In 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 Lan

22、come 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 Makers Thr

23、oughout 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 decis

24、ion-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 v

25、erbal. 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. O

26、r 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 sensory, e

27、motional, 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 marketing may b

28、e 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 appeal

29、s 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

30、 physical 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 individual's Personal。In the experiential perspective,the consumption experience is no longer limited to som

31、e prepurchase 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, ca

32、n be divided 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

33、 consumption 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

34、arguments with 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 expe

35、nse of the 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.Author：BerndH.SchmittNa

36、tionality：AmericaOriginate from：Journal of Marketing Management譯文1體驗營銷本文章的目的是展示傳統(tǒng)營銷和體驗營銷的差異性,并說明為什么體驗營銷是一種了解消費者行為的更好的方式。經過對比分析表明傳統(tǒng)營銷和體驗營銷的主要特點和區(qū)別。傳統(tǒng)的營銷特點有:產品的功能特點和優(yōu)勢;縮小確定性的產品類別;從一個理性的消費者角度來看;應用子系統(tǒng)分析;定量和口頭方式;從機械的角度給消費者帶來“刺激一反應”的體驗。體驗營銷目前有這些特點:定位于消費者經驗的體驗;著眼于整體消費的體驗;作為一個理性消費者他的思想和情緒也有條不紊的“作出刺激和反應”。正如我

37、們可以看到支持傳統(tǒng)營銷這一立場對消費者是遠遠不夠的,因為傳統(tǒng)的營銷評估的只是一個側面的消費行為:而理性的行為即希望從購買中獲得最大的好處。然而體驗營銷是評估消費者的兩個方面:理性與情感,這一觀點的消費者更個性化,更個人化。關鍵詞:傳統(tǒng)營銷,體驗營銷,產品優(yōu)勢,消費,情感性,合理性。在這篇文章中,我將與傳統(tǒng)的營銷方法對比的那種營銷稱為體驗式營銷。世界是不斷變化的,包括未來的新技術、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品與服務。因為有如此巨大的競爭所以傳統(tǒng)營銷活動不能正常工作。那么又應該如何吸引新的消費者,不能正常工作的原因又是什么呢?這些是體驗營銷的機會。討論了一些

38、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. 科特勒和T. 納戈發(fā)展了這一觀點。在最新的科學文獻中我們可以找到作為一個復雜的特點和優(yōu)勢的很好的描述。通過對許多消費者行為研究表明消費者喜歡這樣理性的思想家如恩格爾,黑井,米納德1999。這一觀點是基于對信息的改造,而對這個概念普遍的認知則來自于認知心理學。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是因為它具有的機械的觀點(刺激一反應)。現(xiàn)在已經證明刺激和反應之間只是相應的過程關系。體驗的概念是通過霍爾布魯克和赫希曼在1982年創(chuàng)作的文章進入消費

39、和銷售領域。20年后,這一概念被當作能夠促進市場的消費已經被大家所認同。因此,它是所謂的體驗經濟和體驗營銷的支柱。這是建立在阿諾德和Price的眾所周知的非凡經歷93的“河魔術”的文章上,營銷人員往往從事于讓消費者一個難忘的方式:向他們提供非凡的體驗。對他們來說,體驗為消費者提供一種進行身體、精神、情感互動,在產品基礎上做出真正有意義的精神服務的方式。體驗式營銷隨處可見,在不同的行業(yè),公司摒棄了傳統(tǒng)的營銷而轉向為他們的客戶提供體驗式的營銷。這種營銷的轉變?yōu)轶w驗營銷提供了3個廣闊的商機環(huán)境。隨著體驗經濟時代的到來,隨著競爭的加劇,企業(yè)在產品、價格、渠道及促銷、服務等營銷操作層面上的競爭,則由于市

40、場運作規(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,增強顧客體驗需求,從而使顧客物質上和精神上得到雙重滿足的營銷理念，體驗式營銷顯露出來。很多時候,顧客可能對產品鋪天蓋地的廣告置若罔聞。因為現(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,隨著價值觀的改變,顧客對于廣告的信任正在日益降低。其實顧客更在意的是體現(xiàn)在細節(jié)上的實實在在的體驗,一個優(yōu)秀的品牌如果在細節(jié)上讓顧客獲得實實在在的舒適體驗其實勝過廣告十倍百倍。消費者價值是營銷關注的核心,向顧客提供何種價值是企業(yè)制勝的基本問題。傳統(tǒng)的教科書列

41、舉了4種消費者價值,即功能價值、情感價值、社交價值和個人價值。當前,企業(yè)已經“體驗”到了“體驗經濟”所帶來的新的價值?！跋M者的體驗”已經成為第5種消費者價值,即消費者購買和追求的是體驗價值。1.專注于功能和效益?zhèn)鹘y(tǒng)的市場營銷主要集中在特點和優(yōu)點,傳統(tǒng)的商人認為客戶(商業(yè)客戶或者消費者)在不同的市場(工業(yè)、消費、技術、服務)通過他們的特征比較他們的重要性不同。以最高質量效用來選擇產品。產品類別和競爭的狹義定義在傳統(tǒng)銷售商的國度里,麥當勞漢堡與國王和溫蒂的競爭,香奈兒與迪奧香水的競爭(本人并不反對那些包含蘭蔻的或者歐萊雅公司的)。作為一個傳統(tǒng)的商人,競爭主要集中在定義產品的類別,和品牌的管理方面

42、。客戶是最理性的決策者在這個世紀,經濟學家,科學決策者和銷售商認為客戶決策能很簡單的解決問題。就像Engel, Blackwell and Miniard解釋說解決問題必需深入的思考,理性的消費行為才讓人感到滿意。用戶的決策通常需要假設好多步驟,需要認知,信息的檢索,評價,購買和消費。采用定量研究和措辭的方法和工具對傳統(tǒng)的營銷方法口頭和定量的進行了分析,考慮回歸模型,輸入對大多數(shù),由口頭面試或調查收集起來的回歸模型,目的是為了預測購買或選擇的基礎,通過一系列的預測因子評估他們的相對重要性,或者考慮改怎么定位。一個以顧客為關注焦點的體驗與僅僅集中在功能特點和福利的相比,體驗經濟更加關注于客戶的體

43、驗,體驗提供感覺,情緒,認知行為以及與其相關的價值觀來取代其功能價值。戰(zhàn)略經營模塊、感官模塊或者感官經營,指通過視覺,聲音,觸覺,味覺等等創(chuàng)造體驗來吸引感官上的注意。感官營銷用來區(qū)別公司和產品,以此來激勵顧客來增加產品的附加值。感覺營銷通過對顧客內心情感的把握來吸引住顧客。目的在于創(chuàng)造情感體驗來維系自己的品牌。思考式營銷,通過啟發(fā)人們的智力,引發(fā)客人產生各異的想法行為來吸引顧客。行動式營銷,通過這些行為體驗,向他們展示了在處理問題中不同的方式。關系型營銷包含感官、感覺、思考、行為營銷,然而,關系型營銷不斷擴大,并超出了個別的范疇.從體驗的角度來看,消費的經驗也不再僅限于一些售前活動,也不是一些

44、購買后的活動,例如,滿意度評估,但其中包含了影響消費者的決定和今后的行動等一系列活動。因此,消費經驗的傳播時間根據阿諾德和Price(1993年)可以劃分時期為四個主要階段:超前消費體驗,其中包括搜索、規(guī)劃、每天夢想著,預見或想像的經驗；本次購買體驗來自于選擇、付款、包裝、與服務和環(huán)境的接觸；核心消費體驗,包括感覺、滿足、滿意/不滿意、刺激/泛濫、改造；消費體驗和懷舊經驗的記憶激活照片從而回顧過去的經驗,這是基于故事帳戶和進行有關過去的朋友的論點,并實現(xiàn)記憶分類方式。經驗在這文章中被定義為一個主觀事件/個人的轉變,但是對感情和感覺強調沉浸在認知層面的生活費用上。另一方面,營銷使經驗具有更為客觀

45、的(而不是主觀的)的意義,它證實了這個想法:結果可能必須極其重要的東西和浸入到消費者難以忘懷的經驗。作者：伯德·施密特國籍：美國出處： 營銷管理原文2The moderating effect of customer perceived value on online shopping behaviourThere are several important theoretical implications of this study. First because of the fundamentally different characteristics of online and

46、 offline shopping, such as the context 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 influencing consumer loyalty, such as service qual

47、ity and consumer satisfaction, but neglected to understand the influencing processes. This study has demonstrated that the process of attaining customer loyalty in online shopping is consistent with the self-regulation process: appraisal processes, emotional reactions and coping responses (Bagozzi,

48、1992). From the self-regulation process (Bagozzi, 1992) this study found that there are two distinct routes influencing customer loyalty in the online shopping process: one is an emotional way based on better moods and feelings; another is a rational way based on comparative analysis of benefits and

49、 costs. These two routes have been found to have different impact on consumer loyalty at different purchase stages. Second the most famous customer satisfaction model is the customer satisfaction index (CSI) (Fornell et al., 1996). The fundamental difference between the CSI and this research model l

50、ies in the role of the perceived customer value variable. This research assumes that the perceived customer value variable has a direct effect on both satisfaction and loyalty. It also has a moderating effect between satisfaction and loyalty. When consumers are shopping online their search costs and

51、 switching costs become lower than when shopping at physical shops. Therefore consumers can easily compare different shopping websites and weaken the traditional link between satisfaction and loyalty. The traditional CSI model was developed for physical shops, thus it cannot explain this e-commerce phenomenon well. Third the purchase process consists of several distinct stages: pre-purchase, purchase and post-purchase. P