体验营销洞察消费者的消费心理外文文献及翻译-毕业论文.doc

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译文题目： 体验营销：洞察消费者的消费心理
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2015年12月25日

Experiential Marketing
An Insight into the Mind of the Consumer
Adeosun L P K, Ganiyu R A. Experiential Marketing: An Insight into the Mind of the Consumer[J]. Asian Journal of Business and Management Sciences, 2012, 2
Ladipo Patrick Kunle Adeosun，Rahim Ajao Ganiyu

Abstract

Experiential Marketing is the process of engaging customers with in-depth experiences of the product or a brand. It can also be termed as a live marketing engagement where there is a face to face interaction between the consumer and a product or a brand. Its purpose is to appeal to the emotional senses of the customers and to influence their choice decision. This paper aims at investigating consumer's response to retail experiential marketing. As a descriptive and explanatory study, it establishes a connection between consumer lifestyle and behavior in modern retailing and how it affects customer satisfaction. The paper suggests various characteristics and specifications that a retail outlet should have in order to appear most appealing to the consumer and create an experimental touch in the entire retailing process.

Keywords:Shopping experience, customer, experiential marketing, customer satisfaction, emotional attachment.

1. INTRODUCTION
In recent years, there has been increased interest in building and enhancing customer experience among researchers and practitioners. Companies are shifting their attention and efforts from premium prices or superior quality to memorable experiences. Also, the value created by memorable or unique customer experiences and emotions exert significant impact on organizational performance in terms of customer satisfaction, retention and loyalty. Experiential marketing is the new approach which views marketing as an experience and treats consumption like a total experiment, by taking cognizance of the rational and emotional aspects of consumption using eclectic methods.
We are in the era of „experience economy‟ and the main concern and preoccupation of proactive organization is how to create total experience and unique value system for customers, which necessitate the need to understand the life of customer from perspective of their shopping experience. Experiences is inherent in the mind of everyone, and may result into physical, emotional, and cognitive activities which invariably may generate strong feelings that the customer might take away. Experience tends to come from the interaction of personal minds and events, and thus no two experiences may be the same in any occasion (Schmitt1999).
Schmitt (2003) distinguishes between five types of experience that marketers can create for customers to include; sensory experience (sense)affective experience (feel), creative cognitive experience (think), physical experience, behaviors and lifestyles (act), and social-identity experience, all relating to a reference group or culture (relate). The author posits that the ultimate goal of experiential marketing is to create holistic experience that seek to integrate all these individual types of experiences into total customer experience.
According to Pine and Gilmore (1999), economic development is generating a new and dynamic era of experiences, which challenge the traditional sales approach focusing on product sales and service offering. And in order to enhance consumers' emotional connections to the brand and provide a point of differentiation in a competitive oligopoly, retailers have turned their attention to creating memorable retail experiences, which try to appeal to consumers at both physical as well as psychological levels.
The emergence and spread of shopping malls, supermarkets and hypermarkets in both developed and developing countries, heightened competition for consumers‟ spendable or discretionary incomes. There are therefore more choices available for consumers than ever before. In such a situation retailers seeks to develop business strategies that focus on creating and maintaining customers, by offering customers a differentiated shopping experience.
The term "Experiential Marketing" refers to actual customer experience with the
product/service that drive sales and increase brand image and awareness. When done right, it's the most powerful technique to win brand loyalty. Olorunniwoetal (2006) concluded that customer experience is related to behavioral intentions and connecting the audience with the authentic nature of the brand is one of the prime goal of experiential marketing. This is achieved through participation in personally relevant, credible and memorable encounters.
Shopping has been considered a search process where shoppers would like to ensure that they make the right decisions. In addition, they also intend to derive emotional satisfaction (Tauber1972). It has been found that a high level of brand awareness may not translate into sales. Proactive organization should consider every visit of the shopper as a distinct encounter and a moment of truth. Unless the interaction is satisfactory, the next visit may not guaranteed. Therefore, if the store does not provide a compelling reason for a repeat patronage, the amount of purchase per visit may likely decline (Zeithaml1998).
The growing significance of experiential marketing has resulted into diverse and fascinating study on the concept (e.g. Csikzentmihalyi1997Schmitt 1999; Pine and Gilmore 1999; Holbrook2000; Arnouldetal2002Caru and Cova 2003 to mention a few). However, the dynamics of consumer behavior have necessitated the need for more papers. With few exceptions, the existing experiential retail literature has focused mainly on the isolated testing of static design elements (i.e. atmospherics, ambient conditions, and services cape architecture) of retail stores (Turley and Milliman2000).McCole (2004) in particular recognizes this dearth of academic research in the areas of experiential and event marketing as an indication of the division between academia and business and calls for marketing theory in these areas to be more closely aligned with practice.
Similarly, Gupta, (2003) identified a lack of systemic body of knowledge and conceptual framework on which to base scientific inquiry as a key tenet of experiential marketing. The current study seeks to address some of these gaps in the literature. In consequence this paper aims to gauge consumers' responses to experiential marketing in modern retail outlets and analyze the effect of experiential marketing on consumer behavior.
2. CONCEPTUAL BACKGROUND
Experience as defined within the realm of management is a personal occurrence with emotional significance created by an interaction with product or brand related stimuli (Holbrook and Hirschman1982). For this to become experiential marketing the result must be “something extremely significant and unforgettable for the consumer immersed in the experience” (Caru and Cova2003, p. 273). According to Schmitt (1999) experiential marketing is how to get customers to sense, feel, think, act, and relate with the company and brands. Customer satisfaction is a key outcome of experiential marketing and is defined as the “customer fulfillment response” which is an evaluation as well as an emotion-based response to a service. It is an indication of the customer‟s belief on the probability or possibility of a service leading to a positive feeling. And positive affect is positively and negatively related to satisfaction.
Experiential marketing involves the marketing of a product or service through experience and in the process the customer becomes emotionally involved and connected with the object of the experience (Marthurs1971). A well designed experience engages the attention and emotion of the consumer, and becomes memorable and allows for a free interpretation, as it is non-partisan (Hoch2002). In contrast to traditional marketing which focuses on gaining customer satisfaction, experiential marketing creates emotional attachment for the consumers (McCole2004). The sensory or emotional element of a total experience has a greater impact on shaping consumer preferences than the product or service attributes Zaltman (2003). The benefits of a positive experience include the value it provides the consumer (Babinet al1994; Holbrook1999) and the potential for building customer loyalty.
Experiential retail strategies facilitate the creation of emotional attachments, which help customers obtain a higher degree of possessive control over in-store activities (Schmitt2003). These strategies allow consumers to become immersed within the holistic experience design, which often creates a flow of experiences. Affective reaction based on an interaction with an object can be described as a person‟s subjective perception or judgment about whether such interaction willchange his or her core affect or his or her emotion toward the object. Cognitive reaction toward interacting with the object involves cognitive reasoning or appraisal, and is a consumer assessment of the purchase implications for his/her well being. Cognitive and affective reactions towards an object can be quite different, for example: one might appraise taking garlic as good and useful for one‟s health, nevertheless, one can at the same time consider it unpleasant due to its smell and taste.
Experiential events can turn out to create both consumer and consumption experiences and can by far more effective in attaining communication goals. Caru and Cova (2003) conceptualization of experience, and Csikzentmihalyi(1997) experience typology and 7 „I‟s of Wood and Masterman (2007) may serve as a useful framework for evaluating the effectiveness of an event by developing measures that relates to the 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 (McNickel2004). 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 theater‟ 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 (Schmitt1999Poulsson 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.
5. References
[1]Alvin Toffler. Future shock [M].New York: Bantam Books, Inc., 1970.
[2]Elizabeth C. Hirschman, Morris B. Holbrook. Hedonic Consumption: Emerging Concepts, Methods and Propositions [J].Journal of Marketing, 1982, 46(3):92- 101.
[3]B. Joseph Pine II. Welcome to the experience economy [J] Harvard Business Review, 1998- 7- 8: 97- 105.
[4]B. H. Schmitt. Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands[M]. New York: The Free Press, 1999.

体验营销: 洞察消费者的消费心理
Adeosun LPK，Ganiyu - [R A.体验式营销：见识到了消费者[J]的心灵。商业和管理科学，2012，2（英文版）
帕特里克；拉希姆

摘要

体验营销是通过提供深入的对产品或品牌体验过程来吸引客户。它也可以被称为一个生动的营销，通过这种营销形式，商家可以与消费者进行面对面的互动。它的目的是吸引顾客对产品或服务的情感感受，进而影响他们的消费选择。本文旨在调查消费者对零售体验营销的反应。作为一个描述性和解释性的研究，它为现代零售业中消费者的生活方式和行为建立了一个联系，同时，本文还就如何影响顾客满意度，提出零售商店为了更好地吸引消费者，应该在整个零售过程中为顾客提供一个对产品的体验过程。

关键词: 购物体验；消费者；体验营销；顾客满意度；情感联系

1、介绍
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