【正文】 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。雖然撰寫論文這個(gè)過程比較辛苦，但自己也從中學(xué)到了不少東西?！狣ainora ：建立與消費(fèi)者的理性和情感聯(lián)絡(luò)員[N].羅納尼亞經(jīng)濟(jì)日報(bào)，2008(03)，（)：133151.后記 經(jīng)過一個(gè)多學(xué)期的準(zhǔn)備和撰寫，我終于完成了“酒店體驗(yàn)營銷策略研究”這篇畢業(yè)論文。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。“一些業(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)。對于市場營銷、設(shè)計(jì)和經(jīng)濟(jì)來說，經(jīng)驗(yàn)主要是產(chǎn)品種類，增加商品，產(chǎn)品和服務(wù)提供給了這特別適合于后現(xiàn)代消費(fèi)者的需求的第四種類型。因此，消費(fèi)體驗(yàn)不能淪為唯一的購物體驗(yàn)，例如，在銷售點(diǎn)的經(jīng)驗(yàn)。其主要特點(diǎn)是給予空間情緒。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。該文章的主要目的是探索“體驗(yàn)”的概念。體驗(yàn)營銷包括比感性和理性的認(rèn)識更多。因此，它是所謂的體驗(yàn)經(jīng)濟(jì)和體驗(yàn)營銷的支柱。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)）。這一觀點(diǎn)是基于對信息的改造概念。1966年，K. 蘭卡斯特第一次表示這一立場。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。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。經(jīng)過對比分析表明傳統(tǒng)營銷和體驗(yàn)營銷的主要特征。 the roles of consumers, beyond the act of purchase, in product usage as well as brand choice, and so forth”.In the experiential perspective,the consumption experience is no longer limited to some prepurchase activity, nor to some postpurchase activity, . 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), can be divided into four major stages:● The preconsumption experience, which involves searching for, planning, daydreaming about, foreseeing or imagining the experience。 Marketing：How to get customers to sense，feel，think，act，and relate to your pany and brands[M].New York：The Free Press，1999：253.附錄1：外文文獻(xiàn)原文Experiential Marketing vs. Traditional Marketing:Creating Rational and Emotional Liaisons with Consumers 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 analysis shows the main characteristics of traditional and experiential marketing. 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 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 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, this 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 market