【正文】 le. 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。 the significance of symbolism in consumption。 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?！馮he core consumption experience including the sensation, the satiety, the satisfaction/dissatisfaction, the irritation/flow, the transformation。經(jīng)過對比分析表明傳統(tǒng)營銷和體驗營銷的主要特征。體驗營銷目前有這些特點：定位到消費(fèi)者的經(jīng)驗；著眼于從整體消費(fèi)體驗；對作為一個理性消費(fèi)者的思想家和情緒的角度也有條不紊的“從刺激的反應(yīng)”。然而體驗營銷評估消費(fèi)者的兩個方面：理性與情感，這一觀點的消費(fèi)者更個性化，更個人化。導(dǎo)言現(xiàn)在世界將是非常迅速的變化：未來的新技術(shù)、通信、即將到來的市場營銷中的變化。有如此巨大的競爭所以原則和傳統(tǒng)營銷活動不能正常工作。一些傳統(tǒng)營銷的命題被進(jìn)行了討論。1966年，K. 蘭卡斯特第一次表示這一立場。在最新的科學(xué)文獻(xiàn)中我們可以找到作為一個復(fù)雜的特點和優(yōu)勢的很好的描述。這一觀點是基于對信息的改造概念。營銷組合發(fā)明者尼爾營銷組合理論被批評是因為它的機(jī)械的觀點（刺激一反應(yīng)）。經(jīng)驗的概念通過霍爾布魯克和赫希曼在1982年創(chuàng)作的文章已進(jìn)入消費(fèi)和銷售領(lǐng)域。因此，它是所謂的體驗經(jīng)濟(jì)和體驗營銷的支柱。對他們來說，經(jīng)驗為消費(fèi)者提供一種進(jìn)行身體、精神、情感、社會和在產(chǎn)品或作出真正有意義的互動服務(wù)消費(fèi)精神的方式。體驗營銷包括比感性和理性的認(rèn)識更多。這些科學(xué)家試圖補(bǔ)充一點理性的消費(fèi)者對于體驗的認(rèn)識。該文章的主要目的是探索“體驗”的概念。這種情況的發(fā)生可能導(dǎo)致一個個人作為特殊定義的經(jīng)驗的改變。這也不是最終的（中央）的經(jīng)濟(jì)周期，而是一個自我的經(jīng)驗和生產(chǎn)行為或自我形象……”生命是被制作和創(chuàng)造的，實際上是通過消費(fèi)者所牽連的多個經(jīng)驗建造的。事實上，存在著不同的經(jīng)驗，認(rèn)識到了生長在當(dāng)代消費(fèi)者對沉浸部分的追求越來越多的被概括為“體現(xiàn)的經(jīng)驗”。其主要特點是給予空間情緒。從體驗的角度來看，消費(fèi)的經(jīng)驗也不再僅限于一些售前活動，也不是一些購買后的活動，例如，滿意度評估，但其中包含了影響消費(fèi)者的決定和今后的行動等一系列活動。因此，消費(fèi)體驗不能淪為唯一的購物體驗，例如，在銷售點的經(jīng)驗。這第一次揭示了被稱為“消遣的”消費(fèi)型。對于市場營銷、設(shè)計和經(jīng)濟(jì)來說，經(jīng)驗主要是產(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，對于市場營銷，像古普塔等國家，一個好的經(jīng)驗是“令人難忘的”，如果不是“特別的”，允許這個消費(fèi)者通過活動/物質(zhì)支持/社會互動三聯(lián)階段充分利用一切他/她的感覺?！耙恍I(yè)內(nèi)專家認(rèn)為，現(xiàn)在的經(jīng)濟(jì)價值比優(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難忘的方式向他們提供一些經(jīng)驗，甚至更好，轉(zhuǎn)化引導(dǎo)他們的經(jīng)驗。盡管存在不同的體驗類型，它是按照其總沉浸或暴跌的想法的流經(jīng)驗，這些經(jīng)驗最吸引市場營銷人員，特別是那些致力于消費(fèi)者行為的人，他們因為阿諾德和Price已經(jīng)把它與在二十世紀(jì)六十年代沉迷于參照宗教的馬斯洛提出的高峰馬斯洛概念化的經(jīng)驗做比較。鄧辛：“使人頓悟的經(jīng)驗斷絕了日常生活和挑起自我激進(jìn)的重新定義?！苯?jīng)驗在這文章中被定義為一個主觀事件/個人的轉(zhuǎn)變，但是對感情和感覺強(qiáng)調(diào)沉浸在認(rèn)知層面的生活費(fèi)用上?！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，2008(03)，（)：133151.后記 經(jīng)過一個多學(xué)期的準(zhǔn)備和撰寫，我終于完成了“酒店體驗營銷策略研究”這篇畢業(yè)論文。論文的準(zhǔn)備與撰寫是一個非常辛苦的過程，從確定課題到正式定稿，這中間長達(dá)半年多的時間，可以說這半年多的時間，論文一直是自己的心頭大事。雖然撰寫論文這個過程比較辛苦，但自己也從中學(xué)到了不少東西。通過前期的一些準(zhǔn)備工作，自己對體驗營銷有了進(jìn)一步的了解，但也只是停留在表面即體驗營銷是一種直接嘗試，具體到酒店中就是免費(fèi)品嘗菜肴或者是免費(fèi)入住等等。在準(zhǔn)備與撰寫論文這個過程中，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