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1、浙江理工大学科技与艺术学院本科毕业设计（论文）附件3外文翻译原文1ExperientialMarketingThepurposeofthispaperistoshowpeculiaritiesoftraditionalandexperientialmarketinganddescribewhyexperientialmarketingisbetterwaytounderstandconsumerbehaviourparativeanalysisshowsthemaincharacteristicsoftraditionalandexperientialmarketing.Trad
2、itionalmarketingcharacteristicsarethere:productfunctionalcharacteristicsandsuperiority,narrowdeterminateproductcategories,pointofviewtotheconsumerasarationalthinker,applicationanalytical,quantitativeandverbalmethods,mechanicalstandpointtotheconsumer“Stimulus-Reaction”.Experientialmarketingpre
3、sentthesecharacteristics:orientationtotheconsumerexperience,lookingtotheconsumerexperienceholistically,pointofviewtotheconsumerasrationalthinkerandemotionaltoo,exclectizmofmethodical,“fromStimulustoReaction”.Aswecanseeoutoftraditionalmarketingcharacteristicsthisstandpointtotheconsumerisinsuff
4、icient,becauseitevaluatejustonesideofconsumerbehaviour:rationalconductsolookingthebiggestbenefitfrompurchase.Meanwhileexperientialmarketingestimatebothsidesofconsumer:rationalandemotional,thisstandpointtotheconsumerismorepersonal,individual.Keywords:traditionalmarketing,experientialmarketing,
5、productsuperiority,consumer,emotions,rationalityInthisarticle,IcontrasttraditionalmarketingwithanewapproachtomarketingcalledExperientialMarketingNowadaysthentheworldisveryquicklychange,comingnewtech-nologies,communication,comeschangesintothemarketingtoo.IntheGreatBritain,USAandsimilarcounties
6、marketsareoverfillwithproductsandservices.Therearebigcompetitionssoprinciplesandactionsoftraditionalmarketingdonotwork.Howattractnewconsumers,cause?Theseopportunitieshaveexperientialmarketing.Somepropositionsoftraditionalmarketingarediscussed.Inthetraditionalmarketing浙江理工大学科技与艺术学院本科毕业设计（论文）co
7、mmodityisunderstandingasaccompliceofattributes.K.Lancasterexpressedthisstandpointthefirsttimein1966.ThenthisstandpointwasdevelopingbyF.Kotler,T.Nagle.Inthenewestscienceliteraturewecanfindgooddescriptionasacomplexofcharacteristicsandsuperiorit
