附件3外文翻译原文１Experienｔｉａl ＭarketingThe puｒpose of ｔｈｉｓpapｅr is to show peculiａriｔiｅｓoｆtrａｄitｉonal ａnd exｐerientiaｌmａrｋetiｎｇaｎd deｓｃribｅwhy expｅrｉentｉａl ｍarketｉng is better way ｔo undｅrstａnd consｕmer ｂｅhaviourparaｔiｖｅanalｙsｉs shoｗs the mａｉn chaｒａｃteｒisticｓof ｔｒaditionaｌand expｅrientiａl maｒkｅｔinｇ. Ｔraditｉonａl mａrkeｔing cｈaraｃteristics are therｅ：pｒoduｃｔｆunｃtioｎａl ｃｈaｒacteristics ａnｄsuperioritｙ, narrｏw detｅｒminate prｏduct categories, pｏint of vｉew to ｔhe cｏnｓuｍer ａs a raｔionaｌtｈinker，appｌｉcatioｎanaｌyticａl, ｑuantitａtive and verbａl methods, mechａnｉcaｌstandｐｏiｎｔｔo the cｏnsumer“Ｓtimulus－Ｒeａｃtion”. Ｅｘperiential maｒｋetｉng prｅｓenｔthｅse chａrａcteriｓtics：oｒieｎtatiｏn to tｈe consumer exｐerienｃe, ｌookｉng tｏ tｈe conｓｕmer eｘperience holisｔiｃａlｌy, ｐoiｎt oｆｖiew to thｅ coｎsｕmer as ｒａtional thiｎker and eｍotional too，ｅｘcｌｅｃtｉｚｍｏf mｅthodicａl, “ｆrom Stiｍuｌｕs to Reactioｎ”. As we can seｅout of ｔrａdｉtioｎal ｍａrkｅｔing cｈａrａcterｉｓtｉcｓthis stanｄpoint tｏthｅｃonｓumer is iｎsｕfficieｎｔ, beｃaｕse ｉｔevaluaｔｅjust oｎｅｓiｄe ｏf cｏnｓumer ｂehaｖioｕr: ｒationaｌ conduct sｏ lookｉng tｈe biｇgeｓt bｅｎｅfit frｏｍｐurchａse．Mｅanwｈiｌe ｅｘperiｅｎｔial mａrketing ｅｓtiｍaｔe ｂoth sides of coｎsumeｒ: ratｉｏnaｌaｎd ｅｍoｔｉonａｌ, this standpｏｉnt to ｔhｅｃonsuｍｅr is ｍorｅ peｒsonal, indiｖidual.Keｙ wｏｒdｓ: ｔradｉtional mａｒketiｎg, experiｅntiaｌｍarkeｔing, proｄuｃt superiority, consumｅｒ, emｏtions， rａtｉonaｌityIn this aｒtｉｃle, Ｉ conｔrast ｔrａditional ｍarｋｅtinｇｗith a new apｐroaｃh to marketing cａlｌed Experienｔｉal MarketingNowaｄａyｓtheｎthe ｗorｌｄis very quｉckly change, cｏmiｎg new teｃh－noloｇieｓ, ｃommunication，coｍes chanｇes in to tｈe mａrkeｔing ｔｏo. Ｉn ｔhe Ｇreat Ｂｒitａiｎ, USA and ｓｉｍiｌａr ｃｏｕnｔieｓmaｒkets are overfｉｌl wiｔh pｒodｕcts and services．There are ｂig competitiｏns so prｉncipleｓａnd ａctionｓof ｔraditｉｏnaｌmaｒkｅtiｎg ｄo noｔwｏｒk. Hoｗａttract new conｓumｅｒs, ｃaｕse？ Thesｅｏpporｔｕnities ｈaｖe ｅxpｅrientｉaｌｍarketing.Soｍe pｒopｏｓiｔioｎs ｏｆtｒａdｉtｉｏnal ｍａrｋetiｎg are disｃｕｓsed. Iｎｔhe traditioｎａl mａrketinｇcoｍmoｄｉｔy iｓuｎderｓtandｉng as accomplice ｏｆ aｔtributｅs. Ｋ. Ｌancaｓter ｅxｐrｅssｅd ｔhｉｓｓｔandpoinｔ the firｓt tｉｍｅ in 1966．Ｔheｎ this sｔandpoiｎt was dｅvelopiｎg bｙ F. Kotler, T. Naｇlｅ. Ｉn tｈe ｎeｗｅst ｓcｉｅnce liｔｅratｕｒe ｗｅcaｎfｉnｄgｏｏd ｄeｓcｒiptioｎas a ｃoｍpｌex of cｈａractｅriｓｔiｃｓanｄsuｐeｒiｏrity Mａny ｃoｎｓumｅr behavｉour reｓearｃhｅｓsuch as Koｔｏｎａ, Enｇｅl, Blａcｋ-welｌ，Ｍiｎarｄ199９coｎsuｍer ｅｓtiｍatｅlｉke rational thinkeｒ. Ｔｈｉｓsｔanｄｐoint iｓbaｓｅｄon concept of infoｒｍaｔion rｅmaking．Tｈis ｃoncept ｗideｌy coｍes froｍ cｏgnitｉｖe ｐsyｃhoｌogy．Ｍaｒketｉng－mix inveｎtor ＮeｉｌBorden １964 ａssｅrts tｈａt united cｏｍｐoneｎｔs in the mａｒketｉng－mix aｒe not. Marｋｅtｉnｇ-ｍiｘｔheoｒy waｓcｒiｔicisinｇduｅto itｓmｅcｈaniｃａｌｐoint of view sｔimulus－rｅactｉon． Now ｉs pｒovｅd ｔｈat beｔween ｓtimuluｓ aｎd reaｃtｉon is process.Tｈe nｏtioｎ of ｅxperienｃｅ has enｔerｅd tｈe fielｄｏf consuｍptiｏn and maｒketinｇｔhｒoｕｇh Hoｌbroｏk and Hiｒschmaｎ’s1９８2 piｏｎeeriｎｇaｒticｌe. Tｗeｎty ｙeaｒｓａfter, this notion haｓ gａined grounｄtｏ be recoｇnｉsed aｓimｐortant foｒwhat it can conｔrｉbute to marｋeｔiｎg knowledgｅof ｔhe ｃonsuｍer. As ａcｏnseｑｕｅnｃe，iｔis ｔｈe ｐilｌar of tｈe socａlleｄｅxpｅrienｃe eｃonｏmy and expｅriｅｎtial mａrkｅｔｉｎｇ. Bｕiｌｄiｎｇon Arｎoｕld and Ｐricｅ’s ｗeｌｌ－known ９３’s “RiverＭagｉc” paper on extrａordiｎary expｅｒiences，ｍａrketeｒs teｎd tｏengage conｓumers ｉｎa memorabｌe way，offｅring them extrａoｒｄinａry ｅxpｅriencｅｓ. For ｔｈｅｍ, experiencｅs prｏvide coｎsuｍeｒs a ｗay ｔo engａge ｐｈyｓicａlly，ｍentaｌly， emotionally, socｉaｌlｙ aｎdspｉｒituaｌｌy iｎthe consumpｔiｏｎof the proｄuｃt oｒservｉce mａｋing the intｅraction mｅａningfｕlly reａl.Expｅrieｎｔｉａl maｒkｅtiｎg is eｖerｙｗhｅrｅ．In ａvａrieｔy of iｎdustries, compａnieｓｈave 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 broadeｒｂusinｅｓs enｖirｏnmenｔWitｈthe ｅxperｉence ｅcoｎomy era,wｉth thｅｉｎcreasｅd cｏmpｅｔiｔiｏn iｓ nａrrowｉng ｒather ｔhａｎ as ａ naturaｌ advantage；Ｅｎteｒprｉses in prｏduct，pricing, ｃhaｎnｅls and ｐｒoｍoｔioｎ，mａrkｅting ｓeｒviｃes, oｐerating aｔtｈｅleｖel of competitｉon, duｅtｏthe opｅrａtion ｏf the markｅｔnorms of transparency aｎｄ inforｍatｉon, ａnd mａde to imitate aｎd leaｒn fｒom ｅach other at aｎｉncreａsｉng rate, Ｉｗｏulｄlike tｏeｓtaｂlish long－ｔｅrｍｃoｍｐeｔiｔｉｖｅaｄｖanｔaｇｅhａs ｂeｃome incrｅasingｌｙimpossible;The varioｕs ｃｏmmuｎicatｉon actiｖitiｅｓ, and enｈanｃｅｔhe cｕstomer ｅxｐeｒｉence needs，so tｈａt ｃustomｅrs receｉve tｈｅmaterial aｎｄｓpirｉtｕaｌ conceｐt oｆ the dｕal meｅt ｍarketing －Experiential mａrketｉng Ｉn many ｃases, custｏmｅrs mａｙhavｅturｎｅd a deaf eａr tｏpｒoduct advertｉsing oｖｅrwhｅlminｇ. Ｂecause there are too ｍanｙads，aｎd manｙadｖｅrtisｉnｇcｏｍmiｔmｅnｔs to ｈonｏr the intｅgrｉty oｆａnumbｅr oｆemerginｇ iｓｓues， with tｈｅｃhangｅs in vaｌｕes, the coｎfidenｃe of ｃustomers for ｔhｅａdvｅrtisers are incrｅasingly rｅduced. Iｎfaｃt, custｏmｅｒcａre is ｒｅflｅcted in ｔhe dｅｔailｓ of the reａl eｘｐerｉｅnｃｅ, a ｇooｄbrand iｎ tｈe dｅtaｉｌs foｒ cusｔomers tｏget rｅaｌcomfortａblｅ expｅrience times ｉn fａｃt，a huｎdrｅd ｔimｅs bettｅr than adveｒtiｓｉｎg Ｃｏnsumer ｖalｕe is the ｃore of marketiｎｇattention tｏ whaｔｃustomｅｒs ｖaｌue is ｔhe funｄamentａl quesｔioｎof wiｎniｎｇ．Ｔraditional ｔｅxｔbooｋlｉsｔs foｕｒｋindｓof cｏnsumer value, ｎaｍeｌｙ, fuｎctional valｕe, ｅmotional vａｌue，sｏciaｌvaluｅａnd pｅrsonａlvaluｅ．Aｔｐresｅnt，the cｏｍpany haｓ"expeｒiencｅ" tｏthｅ"exｐerience ｅcｏnomy" brougｈt ａbout ｂy thｅｎew ｖaluｅ．"Ｃonｓumer eｘperienｃe" has beｃｏme thｅ firsｔ fｉve kiｎds ｏf cｏnsumer valｕe, namｅｌy, tｈe puｒsｕiｔof coｎsumｅr purｃhaｓes anｄ thｅ vａlue ｏｆthe expeｒiｅnce.1. Focus on Functiｏnaｌ Featuｒｅs aｎd BｅnｅfiｔsTｒaｄitｉｏnal markｅting is larｇelｙｆoｃｕsed on ｆｅatures and beｎefitｓ.Traditｉoｎal ｍarｋetｅrｓasｓuｍe thａt cusｔoｍｅrs busｉnesｓｃuｓtomers oｒeｎd cｏｎsuｍerｓin a ｖaｒieｔy of ｍarkets indｕstriａｌ, cｏｎsｕmｅr， techｎology，ｓeｒvｉceWｅｉgh ｆimctionａl feaｔures in tenns ｏf theiｒimpｏrtanｃｅ, tｒade off featｕrｅs by compaｒiｎg ｔｈeｍ, ａnd seｌect tｈe prｏduct ｗith the highest ｏverall uｔility ｄefinｅｄａs ｔhe sｕm oｆ weiｇｈｔed ｆeaｔurｅs2．Ｐrｏducｔ Categｏry aｎd Coｍpeｔition aｒe Naｒrｏwly Defined In ｔhe worlｄ of a traｄｉｔionａl marｋeter, McDｏｎald's cｏmpｅｔes agaiｎst BuｒgeｒＫｉｎg aｎｄＷeｎdｙ'ｓand nｏt ａgainst Pizｚa Hut Friｅｎｄly's or Stａrｂucｋs. Ｃｈaneｌｆrａgrａnｃes coｍpete ^iｇainst Dior fｒagrances aｎd not ａgainsｔｔhosｅ oｆＬaｎｃome or Ｌ＇Oｒeａl， or agaｉnst fragraｎces offerｅd by tｈｅGap or aｎothｅr ｍaｓs-mａｒket reｔａiler．For a traditｉoｎａl marketeｒ, cｏｍｐetｉｔion occuｒs primaｒｉly wｉthin naｒrｏｗly ｄefinｅd prｏducｔcaｔegorｉｅs - the baｔｔｌeｇrouｎd of prｏduct ａnd branｄ Mａnａｇers.3． Cusｔｏｍｅｒs arｅ Vｉeweｄas Ｒatｉonal Deciｓion ＭakersTｈroughoｕｔ this century， economistｓ，ｄecｉsｉon scientisｔs and markｅters have viｅwｅd cｕstoｍeｒdeciｓｉon－ｍaｋinｇaｓｓtｒaightfｏrward ｐｒｏbleｍｓolvｉng. As Enｇel，Blackwｅll ａnd Miniaｒd 1９94 eｘｐｌａin, proｂleｍsolving refｅrs ｔo thｏughｔful, ｒeasｏned aｃtｉｏｎuｎdertakｅn to briｎｇａbout nｅed ｓatｉsfactiｏn.Ｃustｏmer ｄecision-mａkｉng prｏcesses ｔypically ＾lre assuｍed to inｖolve ｓeｖeralstepｓ：need recognitioｎ, ｉnforｍaｔiｏn sｅａrch, ｅvaluａtｉon ｏf aｌtｅmatｉves, pｕｒchaｓe and consumpｔiｏn.４．Ｍｅtｈｏds and Ｔoolｓaｒe Ａｎaｌytical, Ｑｕaｎｔitａtｉvｅand ＶerbａｌStandａrd traｄiｔional mａrketing methｏdｏlogｉes are ａnalｙｔical, ｑuａnｔiｔaｔiｖe anｄvｅrbal．Thｉｎk ａｂout regressiｏｎmodels. Thｅiｎput tｏ most regressｉｏn models anｄ their sｔepchｉld ｔhｅ lｏgiｔ model consists of vｅrｂal ｒatinｇs collｅcted ｉn intｅｒvieｗs ｏｒsurｖeyｓ. Tｈe puｒpose is tｏｐreｄiｃt purchase or choice basｅｄon ａnumbeｒｏｆｐredｉcｔors and ｔo ａｓsｅsｓ theｉｒ reｌaｔive importance ｗeights. Oｒconsｉdeｒ positiｏning mapsA Foｃus ｏn Cｕsｔｏｍer ExperiencesIn cｏntrａsｔto its nａrroｗfｏｃuｓｏn functionaｌfeaturｅs aｎd benｅfits,expｅrieｎtiaｌｌiarketing fｏcｕses ｏn cｕstomｅr eｘpeｒienｃes. Experiｅnceｓoccur ａs ａresuｌt oｆeｎcoｕntering, underｇoinｇor liviｎg ｔhrｏｕgh tilings. Exｐｅriences provide ｓｅnsory, ｅmｏtional, ｃoｇnitｉｖe, behaｖｉourａl, and relatiｏnal ｖaluｅs ｔhaｔreplace fuｎctional ｖaｌuｅs.Ｓtrateｇiｃ Eｘpｅrieｎtｉal ＭodｕlｅｓThe ＳEＮSE ｍoｄule －or SENＳE ｍarketｉｎg －ａｐpeals to the seｎｓeｓｗｉｔh the objeｃtive of crｅａting ｓenｓory ｅxｐeｒｉenceｓ, thｒｏugｈｓight, soｕnｄ, tｏuch, ｔaste ａnd ｓmeｌｌ．ＳENSＥmaｒketｉnｇ maｙｂe used to dｉfｆerentｉate cｏｍpanies anｄ products, tｏ mｏtivａtｅ cuｓtｏmers and to ａｄd valuｅto pｒoductsFEＥL ｍaｒketing apｐeals tｏcuｓtomerｓ' ｉnｎｅｒfｅｅlings aｎｄeｍｏｔions, ｗith thｅobjｅｃtive of ｃreaｔｉｎg affective exｐeriences tｈat raｎge ｆrom miｌｄlｙ posiｔｉve moodｓｌiｎkｅｄｔo ａ brandＴHＩNK marketing ａppeals to ｔｈe inｔｅllecｔ with the objectｉvｅ of ｃrｅatinｇｃｏｇnitｉve, pｒobleｍ-solvinｇexperiｅｎcｅs thａt ｅｎgａge ｃｕstomers creａtivｅly ＴHINK aｐｐealｓto target customeｒｓ' coｎvergent and ｄiver^gｅnt ｔｈｉnｋｉng thｒough surprise,ｉnｔrigue and ｐrovｏcａtｉｏn.ＡCＴmaｒkｅtiｎg enriｃheｓcustomeｒs' liveｓbｙtargeｔing tｈeir ｐｈｙｓiｃal expｅrienceｓ, showinｇ tｈem alteｍａtive wayｓｏｆdｏｉnｇｔhings RELATE mａrketiｎg conｔainｓasｐｅcts ｏf ＳENＳE, FEEL, THＩＮK and ＡCTMarketing. Ｈowever, reｌａte maｒketing exｐａnｄs bｅyｏｎd the inｄividuaｌ's Ｐersｏnal。