【正文】 最后我深深地感謝我的老師、同學(xué)與朋友，正是因為你們的鼓勵、幫助與支持才使我順利地完成了這篇論文，在這里一并向你們致謝！。但隨著論文的成型、修改、資料的反復(fù)研究，自己對體驗營銷也有了更深刻的認識，如今我不敢說自己對體驗營銷的認識有多深刻、到位，但至少有了自己的一點認識與想法，我相信在今后的實踐中我將會認識到更多。在寫論文之初，自己對于體驗營銷的理解可以說是知之甚少，甚至可以說是一無所知。確定研究方向、查找資料、確定論文大綱、開題報告、文獻綜述、外文翻譯、論文正文這一步步走來都包含著自己的努力與付出。畢業(yè)論文是大學(xué)教育的最后一個重要環(huán)節(jié)，它是對大學(xué)四年的一個檢測，是大學(xué)生涯的一個總結(jié)，也是人生的一個重要階段。另一方面，營銷使經(jīng)驗具有更為客觀的（而不是主觀的）的意義，它證實了這個想法：結(jié)果可能必須極其重要的東西和浸入到消費者難以忘懷的經(jīng)驗。在頓悟的時刻，人們重新定位自己。這些經(jīng)驗也和鄧辛描述的使人頓悟的經(jīng)驗和亞伯拉罕斯介紹的特別的經(jīng)驗做比較。當提供的體驗經(jīng)驗和舉辦營銷有關(guān)時使它難忘和個人化”。這樣的經(jīng)驗產(chǎn)生的情緒（市場營銷，情感體驗或者感情經(jīng)常被作為消費體驗中心引用）并在個人間變換。的確，這些作者有個共同的觀點他們都認為：后現(xiàn)代主義或“千年消費者”根本不是被期望的她/他是什么理性的營銷模式。后來，更廣泛的研究顯示：大多數(shù)消費者強調(diào)享樂行為，因此轉(zhuǎn)向從功利注意購物享樂主義的價值。這種購物體驗的概念是基于那個自七十年代以來審視了收購銷售點的行為并試圖超越消費者理性假說的研究。因此，消費經(jīng)驗的傳播時間根據(jù)阿諾德和Price（1993年）可以劃分時期為四個主要階段：● 超前消費體驗，其中包括搜索、規(guī)劃、每天夢想著，預(yù)見或想像的經(jīng)驗；● 本次購買體驗來自于選擇、付款、包裝、與服務(wù)和環(huán)境的接觸；● 核心消費體驗，包括感覺、滿足、滿意/不滿意、刺激/泛濫、改造；● 消費體驗和懷舊經(jīng)驗的記憶激活照片從而回顧過去的經(jīng)驗，這是基于故事帳戶和進行有關(guān)過去的朋友的論點，并實現(xiàn)記憶分類方式。這就導(dǎo)致了一個體驗的方法來研究以前被忽視的變量的重要性的消費：“情緒行為的職能作用；事實上，消費者是觸角以及思想家和實干家；在消費的象征意義；消費者需要娛樂和休閑；消費者的作用，超出了購買行為的乘積使用和品牌的選擇，等等”。這個所謂的體驗消費必須在服務(wù)的發(fā)展上尋求，而良好的的購買要求的根源是經(jīng)驗而不是物質(zhì)的對象。因此，一個關(guān)鍵的概念開發(fā)伴隨著經(jīng)驗是一種浸泡：后現(xiàn)代消費者高興地說“要被浸泡在平庸中”。到了社會學(xué)的消費者行為進行研究的論點認為，經(jīng)驗作為今天的消費者生活的中心內(nèi)容，一個尋找感覺的消費者：“對后現(xiàn)代消費，消費不是一個單純的行為吞噬，破壞，或使用的東西。消費行為研究人員的經(jīng)驗首先是個人的發(fā)生，往往是重要的情感意義上的刺激，是產(chǎn)品或服務(wù)的消費基礎(chǔ)。但是只有施密特(2001)完全將傳統(tǒng)營銷和體驗營銷分開。在1982年，霍爾布魯克 和 赫希曼只有對體驗有不同的觀點，但體驗營銷的概念還沒有使用。經(jīng)驗主義這是立足在一個人的經(jīng)驗、感性的認識保證可靠性上（霍利斯，1994年）。建立在阿諾德和Price的眾所周知的非凡經(jīng)歷93的“河魔術(shù)”的文章上，營銷人員往往從事于消費者一個難忘的方式：向他們提供非凡的體驗。20年后，這一概念被當作能夠促進市場的消費知識已經(jīng)抬頭。現(xiàn)在證明刺激和反應(yīng)的之間是過程。博登 (1964)斷言聯(lián)合組成不是營銷組合。這個概念普遍地來自于認知心理學(xué)。許多消費者行為研究表明消費者估計喜歡這樣的理性的思想家如恩格爾，黑井，米納德(1999)。然后F. 科特勒和T. 納戈發(fā)展了這一觀點。在傳統(tǒng)的市場營銷中商品是作為理解的幫兇。那么又如何吸引新的消費者，原因又是什么呢？這些是體驗營銷的機會。在英國、美國和類似的縣的市場充滿著產(chǎn)品與服務(wù)。關(guān)鍵詞：傳統(tǒng)營銷，體驗營銷，產(chǎn)品優(yōu)勢，消費，情感性，合理性。正如我們可以看到站在傳統(tǒng)的營銷特色這一立場對消費者是不夠的，因為它評估的只是一個側(cè)面的消費行為：理性的行為即希望從購買獲得最大的好處。傳統(tǒng)的營銷特點有：產(chǎn)品的功能特點和優(yōu)勢；縮小確定性的產(chǎn)品類別；作為一個理性的消費者角度來看；應(yīng)用子系統(tǒng)的分析；定量和口頭方式；機械的角度給消費者“刺激一反應(yīng)”的消費。 ● The remembered consumption experience and the nostalgia experience activates photographs to relive a past experience, which is based on accounts of stories and on arguments with friends about the past, and which moves towards the classification of memories.Thus, the consumption experience cannot be reduced to the sole shopping experience, . the experience at the point of sale. This concept of shopping experience is based on work which since the 1970’s has looked at purchasing behaviour at the point of sale and sought to go beyond the hypothesis of consumer rationality. This first revealed a type of consumer termed ‘recreative’. Later,broader studies highlighted hedonistic behaviour in most consumers, so moving attention from the utilitarian to the hedonistic value of shopping.For marketing, design and economy, an experience is mainly a type of offering to be added to merchandise, products and services to give a fourth type of offering which is particularly suited to the needs of the postmodern consumer. Indeed, there is a shared belief among these authors that the postmodern or “millennial consumer” is simply not what the rational model of marketing wanted her/him to be. Thus, for marketing, as Gupta and Vajis state, a good experience is ‘memorable’,if not ‘extraordinary’,allowing this consumer to exploit all his/her senses through the staging of the activity/physical support/social interaction triptych. This type of experience produces emotions (in marketing, emotional experience or emotion is often cited as the heart of the consumption experience) and also transformations in individuals. “Some industry experts argue that economic value now turns on more than a highquality product or good service delivery: it turns on engaging customers in a memorable way offering them an experience, or even better, transforming them by guiding them through experiences. When offering experiences marketers are concerned with staging the experience – making it memorable and personal”Despite the existence of different experience typologies, it is the flow experience with its idea of total immersion or plunge which has most attracted marketing researchers, in particular those working on consumer behaviour, who, as Arnould and Price state, have pared it to the peak experience conceptualised by Maslow in the 1960’s with reference to religious ecstasy. The experience has also been pared to the epiphanic experience described by Denzin and to the extraordinary experience introduced by Abrahams. For Denzin , “epiphanic experiences rupture routines and lives and provoke radical redefinitions of the self. In moments of epiphany, people redefine themselves”.Experience,in this paper,is defined as a subjective episode in the construction/transformation of the individual, with however, an emphasis on the emotions and senses lived during the immersion at the expense of the cognitive dimension. Marketing, on the other hand, gives experience a much more objective (rather than subjective) meaning, confirming the idea that the result may must be something extremely significant and unforgettable for the consumer immerged into the experience. ——Dainora Marketing Marketing：Creating Rational and Emotional Liaisons with Consumers[N].The Romanian Economic Journal，2008(03)，（)：133151.附錄2：譯文體驗營銷與傳統(tǒng)營銷：建立與消費者的理性和情感聯(lián)絡(luò)員本文章的目的是展示傳統(tǒng)營銷和體驗營銷的特殊性，并說明為什么體驗營銷是一種來了解消費者行為的更好的方式。 ● The purchase experience which derives from choice, payment, packaging, the encounter with the service and the environment。 th