外文翻译

本科毕业设计（论文）外文翻译

外文原文名Marketing Strategy Adjustment and Marketing Innovation in the Experience Economy Era

中文译名体验经济时代的营销战略调整与营销创新

学 院 管理学院 专业班级 2013级工商管理1班 学生姓名 潘嘉谊 学生学号 201330090184 指导教师罗玲苑讲师 李巍巍 填写日期 2017年5月19日

外文原文版出处： .Marketing Strategy Adjustment and Marketing Innovation in the

译文成绩： 指导教师（导师组长）签名：

Experience Economy Era[J]. Contemporary Logistics,2012 (06) :230-267

译文：

体验经济时代的营销战略调整与营销创新

吴青学

摘要：从商品货物经济，到服务经济的的转移演化经历过程，经历了农业经济、工业经济，服务经济和体验经济。在服务经济时期，企业只是打包经验与传统的产品一起销售，而在促进经验经济的时期，企业要把最好产品为未来的潜在用户设计，让消费者心甘情愿支付购买产品。 关键词：体验经济；市场营销战略；营销创新 1 介绍

随着科学技术和信息行业的发展，人们的需要和欲望连同消费者支出模式开始发生转变，相应地对企业生产环境产生了一系列影响。经济社会发展由传统时期进入体验经济时期。从一个经济产品的转变，进而到经济体系经济模式的转变。由缓慢转变为激进经济模式。因此导致社会发展从一个经济时期到另一个经济时期，经济模式和经济体系的转变将不可避免地影响到交换关系的转化。这是关注体验的结果，是由人类社会的发展的规律所决定的生产水平的产物。一旦交流关系发生变化、营销模式必须做出相应的变化。 2 企业营销策略的选择方向

在体验经济时代，企业不仅要理性思考远瞩，从客户的角度实施营销活动，更要重视与沟通客户，发现在他们内心的期望。我们自己的产品和服务代表企业的形象，产品要指向指定的客户体验。在当今时代，体验营销已成为营销活动最强大的秘密武器因此，这是非常重要的。而传统的营销策略，包括调整经验营销都已经不适应当前发展需求，迟早要被时代所淘汰。 2.1 建立营销思想的观念要求提高客户体验

根据马斯洛需求层次理论，人的需要分为五个层次，分别是：生理的需要、安全的需要、归属于爱的需要、尊重的需要和自我实现的需要。随着经济的发展和消费者日益增强的购买能力变化，人们生理需求得到满足，个人需求将会上升心

理需求。因此企业应该尽量靠近客户，感知客户心理需求，开展“关系营销”来满足客户。心理需要，简单来说就是迎合消费者的心理，比如说当前社会追求品味、格调奢华等，针对这一现状企业可以有针对的产品分为不同档次。零售商业中一些聪明的商人们试图改变消费者购物模式，让消费者参加到一个有趣的活动。如在旅游活动，娱乐活动，或是探索、野营、峡谷漂流和冲浪中让消费者在不知不觉中加深对企业的好感，从而培养顾客忠诚度。 2.2 使交互式概念成为营销计划的核心概念和指导方针

目前，许多企业完全依靠广告和降价来推销产品，导致广告投资费用增长迅速。然而据调查事实上只有20%的广告会有效果，而其余80%被浪费了，因为广告的效果毕竟有限，很多企业过分夸大广告效果，而忽视了本身产品质量导致过分包装，使现代许多企业面临尴尬状况。企业高层对于广告与产品质量选取那个侧重点存在严重分歧，高层的不团结境遇使企业发展非常艰难。其他完善行业集体造成自身价格战，使企业更受到极大挑战市场份额缩减，造成企业形象败坏。而在体验经济的期间，企业可以培养忠诚顾客，允许用户体验产品，确认其价值，让客户自动接近产品。将重点应该放在顾客信任被选用的产品上。交互模式不仅在企业和客户之间，更是在客户自己。让事实说话让“好感觉”的口碑传播。 2.3 产品推广策略和创造企业品牌形象

如今，消费市场已进入成熟时期。消费者需求脱节了“定性”阶段很长一段时间，进入一个更高的“品味”水平。因此营销推广商品促销的关键不仅仅应该是出售商品本身，而是专注于销售推广战略概念，即创建一个品牌形象。强调经验，客户会根据遗忘自己经验在人群中来努力采购、占有、使用商品，这将会形成一个良性循环。在激烈的市场竞中，有一系列令人眼花缭乱的产品，商品越来越多的同质性，纯利润追寻是不够的让消费者动心的，企业必须创造出有特色的产品。为了满足消费者自我实现高层次品位的追求，将会导致更多的消费者追随。因此，考虑到企业的产品特征和消费心理学人性观的必然要求，在新时代提出征服“品味”消费者心的概念，并创建一个品牌形象，强调经验对企业来说至关重要。

2.4 营销创新实践诚实是基础

体验营销必须基于可靠产品和特色。没有任何特色产品，必须要抛弃，否则这将会不可避免地给消费者将带来负面的经验。一旦让消费者觉得上了当，这只有危及企业的形象，顾客是不会愿意在同一地点摔两次跤的。此外，营销创新应给予各种集成提供创新的元素，创新要保持在集成的整个过程中，从产品和服务的策划、品牌管理、到营销交流整个流程中。只有良好的经验和杰出的主题所构

成一致信息，让消费者可以轻易辨识，记住了，才能使消费者产生信赖。 3 体验营销创新在经济时代

市场营销是了解消费者行为和心理过程，理解消费者需求在体验经济时期对企业至关重要。因此营销创新仍然是一个基于了解客户心理学通过营销策略，从而迎合消费者心理行动的过程。体验营销是在体验经济时期一个新的营销技术的思路。在新时期，它的核心是以服务为舞台，商品作为属性，创造难忘的活动，让消费者发生体验，体验营销主要集中在消费者新策略开发上。 3.1 注意消费者的体验

市场营销的基本问题是满足消费者需求。消费者个人经历不同，且从不同领域有不同的经历需要。理解消费者需求需要在相关行业的目标消费者中寻求。高层营销人员不仅要考虑产品，更重要的是同消费者一起对“社会文化消费潮流”讨论，考虑到产品内部值和消费文化。这一过程表示为消费，企业在满足消费者需求的同时，并寻求更多含义的产品销售。 3.2 外部经验应该采取内部营销创新为基础

为了执行营销，我们必须首先准备好所有企业内部的工作。只有通过这种方式我们才能对于外部消费者提供一个良好的经验。在这里，内部营销创新主要分为几个方面： 3.2.1 思想转变

体验营销与传统营销模式是完不同的。企业准备好实施体验营销必须意识到问题的本质和意义，经验营销从战略高度入手。但是目前，体验营销在我们的国家依旧处于初级阶段，由于许多条件的，还没有进入大的发展阶段。如果没有某些尝试和体验，体验营销的执行在当前形势下很难显示其优越性。因此，企业应该放弃短期投机意识和使用体验营销作为一个策略。使得它更大更好发挥优势，只要我们做了这个决定便要努力，否则我们可以简单地选择不开始。 3.2.2 组织平台

当一个公司配备了体验营销的战略思维，仍然必要为实现该战略提供一个良好的组织平台，实现体验营销。这就要求公司去做调整，对原始的组织结构和人员进行调整，以响应经济发行，这个过程也可以是“体验”的价值载体。产品营销公司一般会将根据职能部门，如品牌经理，开发人员，后勤人员组织一个平台。因此服务销公司一般会将根据与客户联系建立职能部门。例如，一个策划公司将有一个客户经理，规划、广告和培训部门。然而，企业展开形式体验营销必须比较灵活，针对具体问题灵活多变不可固守信条，观念僵化。许多企业在实施了一

段时间后便无法展开体验营销，这主要是由于经验。但是无论如何设计机构，一个前提是它必须有利于互动客户，让客户创造性得到充分发挥，形成的客户经验。

3.2.3 内部培训

企业为客户提供体验，让雇员与客户接触，需要高素质的员工。企业发展程度依赖于员工创造与传播体验，其中员工的表现是一个很大的、直接的影响消费者的因素。因此全面体验的主题是，如何完善体验设计，让消费者真正的了解这个产品，甚至企业内涵，从而在心底接受它。体验设计，它可以极大地影响了甚至完全摧毁一个企业在消费者中的形象，因此体验设计不仅仅是员工问题，更是高层管理部门所应重视的问题。内部培训目的在于使企业员工完全集成，能够为客户提供满意的服务达到很高的企业忠诚和满意度。让员工与客户一起体验，同时通过培训员工行为，在他们表现的基础上，满足体验客户需求。 3.4 经验需要有一个“主题”

经验需要给定一个主题，作为主要的思想的一段话，能够体现该活动的闪光点必须是要吸引消费者眼球，吸引消费者注意力的。体验设计就是要设计一个主题，没有一个主题被认为是很难给客户留下深刻印象，甚至会造成事与愿违的负面经验。实现营销活动的决心影响主题的创建，主题必须是基于深入了解企业营销活动目的这一前提下。这一活动不同于生产，生产经验过程往往没有某些目的。相互合作的企业应该仔细选择主题，让它的指导原则为经验设计和传输提供参考点，将产品和服务每种元素和和企业的所有营销意图融入到设计当中，这意味着主题必须支持经验。 3.5 经验实现

正如我们所说的，为消费者创造经验类似于投入到表演的舞台，让消费者发生一次体验。了解产品性能需要一个体验，那么经验营销转移到策略来说相当于一组混凝土，将消费者与产品连接在一起，从而使企业顺利执行营销决策。只有获得充分的与相关信息，才可保证消费者体验以参考执行人的身份过程顺利。因此，有必要充分利用企业组织系统，解决顾客参与的障碍，提出各种方案。这些解决方案如果实现，企业收益率便会增加。同时经验在实施过程中，应采取相应的控制措施以减少意外错误。 3.6 重视在部门检验经验的效果

企业营销活动的好坏，随着消费者体验的感情的变化而变化。此外在消费者在企业精心设计的企业活动中，可能不会体会到的完全不同方式。与企业最初目的相背离，要让顾客完全体会企业意图，这有点难，这就要求企业要充分预测或

者完全周密考虑。

因此，理念消费时企业必须一段时间后检查体验效果。所谓的检验是调查消费者体验。检查是否存在消极的体验，是否完全存在反对，是否有不利效果。针对不合理现象提出解决方案。创新设计，企业的设计在消费过程。一方面，探讨消费者的自我创新，在消费过程中新经验和体验的内容还没有得到企业的过去模式的影响，这也有利于企业的发展。针对负面的经验，企业需要调整设计经验的活动，或通过消费者反馈活动，指引消费者活动，引导消费者的思考向着行动积极的方向发展。根据消费者自身创新经验的过程，创造新活动。这对于企业是一个机会，企业应尽量利用。用先进的创新点改变的消费者价值观及意识形态。为了使体验长期保持新鲜，那就必须理解消费者心理变化，掌握他们的思想和指导他们。 4 结论

开放时期的经济变化必然要求企业发展战略的调整，这导致创新的企业市场策略的转变。在体验经济时代，企业的市场营销战略的革新必须做得更努力。;树立新的营销理念，满足需求和增加客户的经验，使交互式概念成为企业营销策划的核心和指导方法。加强品牌形象推广，采取经验策略。让“诚实”基础的营销创新指导实践，密切关注消费者的体验，让内部营销基础基于经验之上。遵循消费者体验，据此设计生产的产品和服务，强调规划“主题”过程中的经验。强调检验经验效应，以此来满足新形势下消费者群体意识的变化，使企业获利。

Marketing Strategy Adjustment and Marketing Innovation in the

Experience Economy Era

WU Qinxue

Institute of Applied Economics and Management, Beijing Union University

Abstract: The economic offerings transfer from goods, commodity, service to experience. The evolution of economy type also experienced agricultural economy, industrial economy, service economy and experience economy. In the service economy era, many enterprises merely packaged experience with traditional products together to promote the sale. In the experience economy period, to bring the best experience, it’s essential for future enterprises to attentively design and let the consumers willingly pay for experience.

Keywords: Experience economy, Marketing strategy, Marketing innovation 1 Introduction

Along with the development of science, technology, and the information industry, people’s needs and desires, together with consumer spending patterns, are correspondingly affected. This leads economic and social development into the experience economy period. Every modification of economic offerings will lead to a radical change of economic patterns, thus causing the society to evolve from one economic period to the next. The change of economic offerings and the economy era will inevitably affect the “exchange relationship of mutual meet”, which is concerned by marketing. This is the result of the law of human society development, determined by the level of the productive forces. Once the exchange relationship changes, marketing patterns must change correspondingly with the change of time.

2 The Direction Selection of Enterprise Marketing Strategy Adjustment

In the experience economy period, the enterprise should not only carry out marketing activities from the angle of customers’ rational thinking, but also attach more importance to communication with customers discover the longings in their inner hearts, inspect our own products and services from the standpoint of customer experience. Experience marketing has been the most powerful secret weapon in marketing battles; thus, it’s paramount to adjust traditional marketing strategies and include experience marketing.

2.1 Establish marketing ideas of meeting demands and increase customer experience

According to Maslow's Need-hierarchy theory, with the development of the economy and consumers’ increasingly enhanced purchasing power, once the physiological needs are met, personal

needs will rise to psychological needs. Therefore, the enterprise should try to get close to customers, feel customers’ psychological needs and feelings, and carry out \"relationship marketing\" to meet customers’ psychological needs. In retail business, some smart businessmen are trying to change consumer shopping into an interesting activity. In the tourism industry, some recreational activities like exploring, camping, canyon rafting, and air surfing are extremely popular; all of these undoubtedly present to people the charm and value of “experience.”

2.2 Making interactive concepts become the core concepts and guidelines of marketing planning

Currently, many enterprises completely depend on advertising and price reduction to promote products, causing the advertising investment to grow exponentially. But in fact only 20% of advertising has an effect, while the remaining 80% is wasted because of the high-level fragmentation of media. The current situation makes enterprises very depressed and helpless. On the other hand, the industry collective self-injury caused by the price war makes enterprises even more painful. In the experience economy period, enterprises can build loyal customers by allowing customers to experience products confirm value automatically get close to products after trust has been built. The emphasis should be 、put on the interaction、not only between the enterprise and the customer, but amongst the clients themselves. Let the facts speak. Let “nice feelings” spread by word of mouth. 2.3 In terms of promotion strategy, creativity strengthens the experience brand image

Nowadays, consumer market has entered into the mature stage. Consumer needs have detached \"qualitative\" phase for a long time, but entered into a higher level \"taste\" level, not taste the commodity, but the concept. Therefore, the key point of commodity promotion should not be selling the commodity itself, but selling promotion strategy which focuses on concept, namely, creating a brand image emphasizing experience, customers will then come in crowds to strive to purchase, possess, use the commodity. In fierce market competition, where there is a dizzying array of products with obvious trend of increasing homogeneity, pure profit seeking is not enough to touch consumers’ hearts, but to satisfy consumers’ self-fulfilled high-level taste pursuit will cause more consumer resonance. Therefore, considering enterprise product features and consumption psychology, it is the inevitable demands of the era to put forward the consumer heart conquer \"taste\" concept and create a brand image that emphasizes experience.

2.4 Putting marketing innovation into practice requires honesty to be the basis

Experience marketing must be based on the reliable product efficacy and feature. If lopsided emphasis is put on psychological experience, but the material foundation where experience must be based on is abandoned, consumers will inevitably have the negative experience that they’ve been cheated; this can only endanger the enterprise’s image. In addition, attention should be paid to the

integration of all kinds of innovation elements. Keep integrated in the whole process of product and service planning brand

、

management marketing communication. Only the experience with prominent subject and consistent

、

information can be identified

3 Experience Marketing Innovation in Economy Age

Marketing is the command process of consumers’ behavior and psychology. After understanding the consumption demand in the experience economy age, there is still a necessity to command customers’ psychology through marketing strategy, and thereby put into action. Experience marketing is a marketing technique in the experience economic period, a new thinking in the new time, the core of which is making service as the stage, commodity as property, creating memorable activities centered on consumers. The new strategies to develop experience marketing are as follows.

3.1 Pay close attention to consumer experience

The fundamental question of marketing is satisfying consumers’ needs. Consumers from different fields have different experience needs.

Understanding the experience needs of target consumers in related industries is the top priority. This requires marketing personnel to not only take into account the product, but more importantly to be able to go along with \"social cultural consumption vector”, ponder over the internal values consumption culture and lifestyle that are expressed by consumption, and seek more meanings of products for consumers.

3.2 The external experience should take internal marketing innovation as the foundation In order to perform marketing well, we must first prepare all the internal work of the enterprise. Only in this way can we provide a good experience for external consumers. In here, internal marketing innovation mainly divides into several aspects: 3.2.1 Thought transformation

Experience marketing and traditional marketing modes are totally different. The enterprises which are ready to carry out experience marketing must recognize the essence and significance of experience marketing from a strategic height. But currently, experience marketing is at a beginning stage in our country; due to many restrictions, it hasn’t entered the big development stage yet.

zed 、 memoritrusted by consumers.

Without certain attempts and experiences, performing experience marketing in the current situation can be hard to show substantial profits. Therefore, the enterprise should give up short-term speculative consciousness and employ experience marketing as a strategy. Make it bigger and better as long as we make the decision to endeavor, otherwise we can simply choose not to start. 3.2.2 Organization platform

When a company is equipped with the strategic thinking of experience marketing, there is still a need to offer a good organization platform to realize experience marketing, which requires the company to make adjustments to the original organizational structure and personnel, so as to answer readily to economic offerings, the process can also be the “experience” of value carrier. Product marketing companies generally divide according to functional departments, such as brand manager, development personnel, rear-service personnel, etc. Service marketing companies generally divide functional departments according to the contact with customers, for instance, a planning corporation will have a client manager, planning, advertising, and training departments. However, the form of experience marketing enterprise is comparatively flexible, which is mainly because of the invisibility and uniqueness of experience. But no matter how to design organization, one premise is it must be favorable for the interaction with customers, for bringing the customers’ initiative into full play, for the formation of customers’ nice experience. 3.2.3 Internal training

Enterprise provides customers with experience, the contact point is employees. Enterprises to a great extent rely on employees' instant creation and transmission during experience. Employees’ performance has a great, direct influence on the overall experience of customers. No matter how clear the experience subject is, or how perfect the experience design is, it can be greatly influenced or even wholly destroyed merely because of one inadvertence or pretermission of employees.

Internal training is to make the enterprise staff fully integrated into the enterprise, reach high enterprise loyalty and satisfaction before providing customers with satisfactory service and experience, be protagonist together with customers during the time of experience. Meanwhile, through training staff’s behaviors, enable them to behave on the basis of established requirements when creating experience for customers.

3.3 Guided by experience, design, produce products and services

The purpose of experience marketing is to experience, to leave a deep impression and memories to consumers, so during operation, should base on discovering and mastering customers’ experience, integrate experience into products and services, put more consideration on the gain of consumers, more emphasis on the interaction with consumers and the master of consumers’ psychology. Only in this way the designed experience process can be successful.

3.4 Experience needs to have a “theme”

Experience needs to be given a theme, as the main idea of a passage, the main melody of a song, the experience design which is knocked together without a theme is considered tough to leave customers deep impression, can even cause backfired negative experience.

Theme determination and production experience process are often intertwined in no certain order. An enterprise should carefully select the theme and make it the guiding principle of experience design and transmission, combine products and services with every element and detail, an enterprise's all marketing means must support the experience theme. 3.5 Experience implementation

As we say, to create experience for consumers is similar to putting on a performance for the stage; performance needs a script, and so does experience marketing. To transfer strategies to a set of concrete, executable marketing solutions, only with the related information that executors can refer to can consumer experience be guaranteed to process smoothly.

Afterward, it’s essential to make full use of an enterprise organization system, put these solutions into implementation, yield experience to consumers. Meanwhile, in the process of implementing, corresponding control measures should be adopted to reduce the unexpected errors.

3.6 Attach importance on the sectional inspection of experience effect

Since the feelings of consumers’ experiences vary from one to another, and consumers, in the designed enterprise activities, may not feel exactly the same as the way they initially envisioned. It’s hard for enterprise to fully predict or fully control consumers’ thought. Therefore, the enterprise must inspect the effect of experience after a period of time.

The so-called inspection is to survey consumers’ experience. On one hand, to examine whether there is negative experience is completely against the enterprise’s design in consuming process; on the other hand, to investigate the self innovation of consumers in consuming process, that is, the new experience pattern and experience content which haven’t come to enterprise’s mind in the past and can also be beneficial to enterprise’s development.

To be aimed at negative experience, enterprise needs to adjust the design of experience activities, or through consumer feedback activities, guide consumers’ thought, educate consumers think and act in the positive direction.

In light of consumers’ self innovation in experience process, this is an opportunity, enterprise should evaluate. It can be the advanced reflection of the change of consumers’ values and ideologies. To make experience stay fresh in a long term, it’s a must to understand consumers’ psychological change, grasp their thought and guide them.

4 Conclusion

The change of economy development time inevitably requires the strategy of enterprise development to be adjusted, which causes the innovation of enterprise market strategy. In the experience economy era, enterprise's marketing strategy innovation must be done even with effort; establish the marketing idea of meet demands and increase customer experience; make interactive concept becomes the core concepts and guiding methods of marketing planning; strengthen the brand image of the experience in promotion strategy; make “honesty” the basis for the practice of marketing innovation; pay close attention to consumer experience; let the internal marketing be the basis of external experience; guided by experience, design produce products and services; emphasize the planning of “theme” in the process of experience; emphasize、 also the sectional inspection of experience effect.

References

[1]. Joseph Pine, James H. Gilmore. The experience economy. Beijing: Engineering Industry Publishing House, 2002

[2]. Sun Zaiguo. Thoughts concerning marketing strategy innovation in experience economy era.Business Times, Aug 2004.

[3]. Peng Lan, Peng Yin. Enterprise marketing strategy in the experience economy era, . Financial BBS, market weekly. Jun, 2004.

[4]. Zhang ChengYao. The six characteristics of experience economy. Liao Wang. April, 2005

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