【正文】 his standpoint to the consumer is more personal, individual.Key words: traditional marketing, experiential marketing, product superiority, consumer, emotions, rationality. IntroductionNowadays then the world is very quickly change, ing new technologies, munication, es changes in to the marketing too. In the Great Britain, USA and similar counties markets are overfill with products and services. There are big petitions so principles 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 modity is understanding as acplice of attributes. K. Lancaster expressed this standpoint the first time in 1966. Then this standpoint was developing by F. Kotler, T. Nagle. In the newest science literature we can find good description as a plex of characteristics and superiority. Many consumer behaviour researches such as Kotona, Engel, Blackwell, Minard (1999) consumer estimate like rational thinker. This standpoint is based on concept of information remaking. This concept widely es from cognitive psychology.Marketingmix inventor Neil Borden (1964) asserts that united ponents in the marketingmix are not. Marketingmix theory was criticising due to its mechanical point of view (stimulus reaction). Now is proved that between stimulus and reaction is process.The notion of experience has entered the field of consumption and marketing through Holbrook and Hirschman’s 1982 pioneering article. Twenty years after, this notion has gained ground to be recognised as important for what it can contribute to marketing knowledge of the consumer. As a consequence, it is the pillar of the socalled experience economy and experiential marketing. Building on Arnould and Price’s wellknown 93’s “River Magic” paper on extraordinary experiences, marketers tend to engage consumers in a memorable way, offering them extraordinary 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.Empiricism – this is base oneself one experience, sensual perception guarantee reliability (Hollis, 1994). Experiential marketing includes much more than sensual and rational perceptions.In 1982 and E. Hirshman separate only experiential standpoint, but experiential marketing conception still not using. These scientists trying replenish rational consumer understanding with experiential point of view.But only B. Scmitt (2001) totally separately divided traditional and experiential marketing.The main purpose of the paper is to exploring the notion of ‘experience’For researchers in consumer behaviour, an experience is above all a personal occurrence, often with important emotional significance, founded on stimuli which are the products or services consumed. This occurrence may lead to a transformation of the individual in the experiences defined as extraordinary. Taking up the argument of sociology research in consumer behaviour considers experience as a central element of the life of today’s consumer, a consumer who is looking for sense: “for the postmodern consumer, consumption is not a mere act of devouring, destroying, or using things. It is also not the end of the (central) economic cycle, but an act of production of experiences and selves or selfimages...”Life is to be produced and created, in effect, constructed through the multiple experiences in which the consumer implicates. As a consequence, a key concept developed along with experience is the one of immersion: the postmodern consumer is said to take pleasure “in being immersed in McDisneyfied banalities”.Indeed, there is the recognition of a “growing quest on the part of the contemporary consumers for immersion into varied experiences” more and more conceptualized as “embodied experiences”. The roots of this socalled experiential consumption must be sought in the growth of services, for which the good that is purchased is an experience rather than a material object. Its main feature is to grant space to emotions. This leads to an experiential approach to the study of consumption which recognises the importance of variables that have previously been neglected: “the roles of emotions in behaviour。有如此巨大的競爭所以原則和傳統(tǒng)營銷活動(dòng)不能正常工作。因此，它是所謂的體驗(yàn)經(jīng)濟(jì)和體驗(yàn)營銷的支柱。其主要特點(diǎn)是給予空間情緒。鄧辛：“使人頓悟的經(jīng)驗(yàn)斷絕了日常生活和挑起自我激進(jìn)的重新定義。在準(zhǔn)備與撰寫論文這個(gè)過程中，自己除了學(xué)到一些理論知識外還學(xué)到了許多其他的東西如做事情要耐心仔細(xì)、要經(jīng)常的進(jìn)行思考以及Word的一些用法等等，總之，這次論文使自己受益匪淺?！耙恍I(yè)內(nèi)專家認(rèn)為，現(xiàn)在的經(jīng)濟(jì)價(jià)值比優(yōu)質(zhì)的產(chǎn)品和良好的服務(wù)提供更多的曲折：它打開了從事客戶一個(gè)難忘的方式向他們提供一些經(jīng)驗(yàn)，甚至更好，轉(zhuǎn)化引導(dǎo)他們的經(jīng)驗(yàn)。這也不是最終的（中央）的經(jīng)濟(jì)周期，而是一個(gè)自我的經(jīng)驗(yàn)和生產(chǎn)行為或自我形象……”生命是被制作和創(chuàng)造的，實(shí)際上是通過消費(fèi)者所牽連的多個(gè)經(jīng)驗(yàn)建造的。營銷組合理論被批評是因?yàn)樗臋C(jī)械的觀點(diǎn)（刺激一反應(yīng)）。然而體驗(yàn)營銷評估消費(fèi)者的兩個(gè)方面：理性與情感，這一觀點(diǎn)的消費(fèi)者更個(gè)性化，更個(gè)人化。我們有理由相信體驗(yàn)營銷是二十一世紀(jì)酒店業(yè)的有力武器。對大多數(shù)的酒店而言，體驗(yàn)營銷是作為一個(gè)新事物而存在的，在具體實(shí)施體驗(yàn)營銷時(shí)，多數(shù)酒店還是把它作為一種戰(zhàn)術(shù)性的手段來運(yùn)用。在酒店實(shí)施體驗(yàn)營銷時(shí)充分利用互聯(lián)網(wǎng)的作用主要包括兩個(gè)方面：一方面，顧客良好的體驗(yàn)會形成“口碑效應(yīng)”，而傳統(tǒng)的傳播方式由于受眾的數(shù)量和傳播的范圍，其影響力是非常有限的，如果能夠借助網(wǎng)絡(luò)手段，酒店在一些預(yù)訂網(wǎng)站、口碑網(wǎng)、博客等開辟互動(dòng)論壇，讓消費(fèi)過的顧客把自己的體驗(yàn)反映在網(wǎng)絡(luò)上，供其他的潛在顧客共享和參考，會形成很好的傳播效果，對酒店的體驗(yàn)營銷也能夠起到進(jìn)一步提升效果的作用[7]。讓人在繁忙的生活中有能輕松一下，感受一下不同的體驗(yàn)。員工是實(shí)現(xiàn)體驗(yàn)營銷的一個(gè)重要組成部分，許多體驗(yàn)活動(dòng)都要通過員工來實(shí)現(xiàn)。一家酒店確定一個(gè)主題，如同確定了酒店的一個(gè)風(fēng)格，選擇了一種經(jīng)營思路，一般在短時(shí)間內(nèi)是不會改變的，甚至在長時(shí)間內(nèi)只能適當(dāng)?shù)膶ζ渖罨由於灰龃笠?guī)模的改變。 （四）產(chǎn)品同質(zhì)化現(xiàn)象嚴(yán)重我國存在著這樣一種現(xiàn)象：在顧客心中酒店只是一個(gè)整體的概念，似乎每一家酒店在顧客的眼里都是一樣的，幾乎很難得有家酒店能給顧客留下不一樣的印象。按照常理說酒店業(yè)應(yīng)該是比較早接受和吸收國外先進(jìn)經(jīng)營理念和管理模式的。而在消費(fèi)時(shí)理性與