体验营销与网络购物网站亚马逊外文文献翻译2014年译文4400字

2014年最新文献翻译,译文4400多字,专业翻译,保证质量。

文献出处: Turban E. Experience Marketing and B2C Online Shopping Sites: The Case of Amazon

[J] Electronic Commerce. Springer International Publishing, 2014, 23（31）: 15-26. （声明：本译文归百度文库所有，完整译文请到百度文库。）

原文 Experience Marketing and B2C Online Shopping Sites: The Case of Amazon

Turban E.

Abstract

The rapid development of network shopping for B2C e-commerce to provide a good development opportunity, at the same time, in the era of experience economy, experience marketing as a kind of personalized shopping experience for consumers by more and more enterprises attach importance to marketing means.B2C e-commerce enterprise can use experiential marketing to consumers is not the same as the network shopping experience, thus the development of B2C e-commerce enterprise and brand construction has an important meaning, between various network mall of competitive price bidding, such as: amazon has been pay attention to consumer's shopping experience, and in the forefront of the domestic famous network shopping mall.

Key words: Experience marketing; Network shopping; Aamazon

1 Basic concept of experience marketing and background

Experience marketing has been accepted by many marketing professionals and applied to actual marketing operation, we briefly review the basic concept of experience marketing and its background.

1.1 the meaning of experience

Although in life we are familiar with the word "experience", but if you want to find out the meaning of the experience marketing, let's look at the meaning of experience. American scholar Bernd H. Schmitt to experience is defined like this: experience is the individual's response to some stimulus. Human life is dependent on the experience. Experience usually comes from direct observation and/or participate in some activities, whether these activities are real or virtual, dream. Visible, each person's life will experience a wide range of experience, and experience emphasizes the individual experience, different people to experience the feeling there is a difference of the same event.

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Famous American scholar James Joseph pine and Gilmore in ((experience economy "is put forward:" the so-called experience is refers to people with an essentially very humanized way through a period of time, and present in the process of obtaining a series of events can be recalled. "Simply put, experience is to make everyone involved in the incident in a personalized way. They emphasize in the era of experience economy is a new experience value source, they think: experience is the fourth kind of economy, it is separated from the service, like service once separated from the goods, but the experience is provided so far has not been widely recognized economic. `. So their understanding of experience has not only confined to the person's psychology experience level, while the rise in the experience economic driving force for the new era.

1.2 The meaning of experience marketing

Since the experience as 4 kind of economy, the experience marketing inevitably arise due to economic development. As a kind of driven to experience new marketing methods, different scholars on the meaning also has a different point of view. As early as in 1998, the American scholar Joseph pine and James Gilmore of experience marketing is defined as: "from a consumer's sensory, emotional, thinking, action, associated with five aspects to redefine, design marketing concept." They experience marketing from the Angle of the marketing concept to analysis, but not limited to simple marketing tool. Bed H. Schmitt in the book "experiential marketing", points out that from the perspective of marketing, experience marketing. Standing in the consumer sensory, emotional, thinking, action, associated with five aspects, to define, design, marketing way of thinking. Consumers are not completely rational, according to the view of consumer at the same time be both rational and emotional, experience marketing is to create value for enterprises based on this point.

Experience marketing essentially, the ultimate goal of enterprise to carry out the experience marketing is to sell products and services to consumers. Enterprise through understanding and the understanding of consumer demand, to create unique experience process, to create maximum value for the consumer, so as to achieve the business goal of a marketing concept.

1.3 Experience marketing background

With the continuous development of world economy, the world entered the era of experience economy, the economy the era have entrusted to the whole world is not the same as

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the consumption idea, the emergence of the experience marketing has become inevitable.

1.3.1 The arrival of the era of experience economy

Strategic horizon consulting company in 1998, the United States, Ohio, co-founder of Joseph James Gilmore and pine, the Harvard business review, published in the United States of the context of the experience economy era to officially declare: experience economy era has come. According to different economic offerings, the economic development has experienced the agricultural economy, industrial economy, service economy and experience economy. In addition to the agricultural economy, every economic age has a corresponding marketing model, product marketing, service marketing and experience marketing. In the experience economy era, people's material life condition has been met, great changes have taken place in consumption idea. Different from that of commodity economy and service economy era, the era of experience economy consumers emphasize a way of life, they are no longer just value products and services themselves, began to pay attention to the whole process of consumption, particularly care about the psychological feelings of self in the process of consumption. Experience marketing to cater to the needs of the development of The Times, the design of the product development is based on experience, consumption process emphasizes good interaction with customers, business creation experience to attract consumers, improve the added value of its own products, eventually get consumer recognition, and thus improve product brand influence.

1.3.2 Consumer consumption concept changes

Along with the progress of the era, the global economy towards integration, social and cultural exchanges around the world more and more close, with the rapid development of global trade, consumer's consumption concept has also changed. The development of economy makes people income level enhances unceasingly, more and more high to the requirement of the quality of life, the consumer concept of life, life style and value standard to be diversified, customized consumption way. The famous American psychologist Maslow to man the psychological characteristics of Maslow’s hierarchy of needs theory, according to the theory of people's needs are divided into physiological, safety, social, respect and self-realization of five layers. When economic development to a certain level, people in the front of the four levels are satisfied after, into the "self-realization" level. Nowadays, with the improving of the quality of living standards, many people's psychological needs are moving towards "self-realization" level, at the level of

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consumer pursue personalized consumption to achieve self, pure product function and service have not highlight the emotional needs of the consumer heart, consumer's consumption concept is more and more attention to enjoy in the process of consumption and entertainment, they are happy to participate in and experience, looking for fresh, interesting or exciting activities, all of these lay the foundation for the experience consumption.

1.3.3 The development of science and technology

In recent decades is the era of rapid development of science and technology, people come into contact with many of the new creative technology products, contact with these new product itself is a kind of novel experience process, whether it is television, mobile phones and computers, and other products, even in the network world of online games, online shopping, etc., these are the people from the development of science and technology to experience new things, changed many people's way of life. Many experiential consumption is guided by high-tech enterprises take the lead and demonstration. Before launched SONY Walkman, for example, consumers did not think of to listen to the concert so convenient; Before apple to create a personal computer, consumers never imagine a the machine is to be a part of yourself to live and work in the future. These companies use high-tech mining the consumers' mind not express potential demand, so that consumers new psychological touches. Especially the advent of the era of Internet, the network space is born with is a good place to provide experience, online dating, online shopping and online games are the favorites of modern people, especially young people love and these are regarded as a kind of fashion.

2 Network shopping are briefly introduced

With the popularity of the Internet and the rapid development of Internet technology, online shopping in the sights of the general public in recent years, more and more people through the network shopping to buy their favorite items.

2.1 Definition and patterns

Since the birth of the Internet, using the Internet business behavior is born with, e-commerce becomes an important term in economic development. What is electronic commerce? Electronic COMMERCE (e-commerce) : from a broad sense, refers to the electronic equipment as a medium for business activities; Said from the narrow sense, refers to the computer network to be conducted on the basis of the various business activities, including

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goods and services providers, advertisers, the sum of consumer behavior, intermediaries and other parties concerned. The development of e-commerce has been attention, in the social economy began to play an increasingly important role.

Depending on the transaction object, the operation mode of e-commerce can be divided into the following three: B2B (Business to Business, business-to-business e-commerce mode), B2C (Business to Customer, business-to-consumer e-commerce mode) and C2C (Customer to the Customer, consumer to consumer e-commerce mode).Today, on the Internet, we can easily come into contact with the three kinds of patterns for e-business web site, such as have Alibaba B2B website;B2C website dingdong, dingdong mall and amazon, etc.;C2C websites such as eBay and clap nets.

2.2 The advantages of online shopping

2.2.1 Convenient and save time

Is one of the advantages of online shopping convenience to save time, the consumer is not restricted by time and space for network shopping, don't need to run to a crowded shopping mall, don't have to wait in line to buy goods, the entire process of the network shopping is to the click of a mouse in the home easy to complete, direct door-to-door delivery of goods. With the accelerating rhythm of life, for work at ordinary time’s busy consumers, online shopping is a good way of shopping. According to research investigation, to look for is the most convenient needs network consumers' main shopping motives. Visible, most consumers choose online shopping is to covet convenient, save time save trouble.

2.2.2 Product variety

With the gradual improvement of living conditions, a growing consumer demand for material, many consumers began to pursue some rich personalized products, these products are generally not easy to buy, convenient and with the aid of network information search, consumers can easily find their own personalized products. Online shopping as a result of the limitation of broken product sales region, they can sell products all over the country, and even help act as purchasing agency of foreign products to meet the needs of the part of consumers. Consumers can choose products is more and more, it also stimulated many consumers to join the network shopping.

2.2.3 Pursuit of fashion

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Wandered around along with the development of the network shopping, online shopping has become part of people's new hobby, like the daily shopping, online around this part of the group in order to pass the time already, also can buy the goods that oneself like, and can also meet a group of those who have the same interests and hobbies. Research analyzes believed that online stroll gradually become a new fashion, which on the one hand, shows that online shopping in Internet penetration deepening, on the other hand also for enterprises to further enhance the level of shopping platform service put forward higher request, this part around the user as a potential consumer groups, if be directed and cultivate, will be online growth momentum. The pursuit of fashion trend is intensifying.

2.2.4 Network shopping itself is a kind of entertainment

Internet shopping is along with the computer network technology development, technology itself with many fresh, many consumers with curiosity and fashion attitude to experience the fun of online shopping. Modern people life rhythm speeding up, work hard, for everybody to want to seek the happy way of life. Online shopping has become a kind of relaxed lifestyle, consumers can log in different shopping website, browse the website commodity images, understand the details of all commodities, sometimes enjoy dazzling advertisements, also can buy the right product, and mental relaxation. These increased a lot of experience for consumers.

3 The experience marketing in the network shopping

In the study of the traditional marketing strategy, we usually is around 4 p (products, price, channel and promotion) and 4 c (customer, cost, communication, and convenience) such classic framework. Due to the characteristics of the experience marketing and traditional marketing there is a big difference, and the characteristics of different industries also has remarkable, experience marketing must be combined with industry characteristics to take a targeted marketing strategy. Marketing strategy framework is composed of elements, select the reasonable factor is of great help to analysis the marketing strategy, so we must choose the right strategy elements to analyze the network shopping experience marketing.

Experience marketing have been widely used in many industries, many scholars at home and abroad of experience marketing strategies are put forward its own views. American scholar Bodh. Schmitt put forward in "experiential marketing", "with the aid of these factors of experience marketing, facilities, products, services and interactive experience process, we can analyze the

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experience research." Due to the same element to the effects of different industry contribution degree is different, so should choose the influential factors on the sector. Facilities for the network shopping environment for consumers, there is no contact or impact is not big, so we don't choose the elements as the experience marketing strategy. And online retail sales to consumers of tangible or intangible products, key elements of the product is definitely impress and attract consumers, is also the key elements of network shopping experience marketing. In addition to product and perfect service can bring high quality of the network shopping consumer experience, the network shopping also must have relevant supporting services to implement, how to make consumers feel the high quality service experience marketing is the key to success. And memorable experience always leave the consumer involvement, interactive activities to reduce the distance between consumers and businesses. Online shopping also requires incisively and vividly to businesses and consumers communication, and form good dependencies in the interaction. E-commerce enterprises due to the Internet as a medium, the interaction form and content is more diversified and also more easily acceptable to consumers. Through online and offline interaction can enhance customer satisfaction, interaction has become an integral part of perfecting the consumer shopping experience. Therefore, products, services and interaction are applicable to network shopping experience marketing essentials.

译文

体验营销与网络购物网站：亚马逊的案例研究

图尔班

摘要

网络购物的迅猛发展给B2C电子商务提供一个良好的发展机遇，同时，在体验经济时代，体验营销作为一种为消费者带来个性化消费体验的营销手段受到越来越多企业的重视。B2C电子商务企业可以借助体验营销带给消费者不一样的网络购物体验，从而对B2C电子商务企业的发展和品牌建设有着重要的意义，各家网络商城之间的激烈竟价，比如：卓越亚马逊就一直注重消费者的购物体验，从而跻身于著名网络购物商城的前列。

关键词: 体验营销；网络购物；卓越亚马逊

1体验营销的基本概念和产生背景

体验营销现已被许多专业营销人员认可并运用于实际营销运作中,我们简要地回顾一下

2014年最新文献翻译,译文4400多字,专业翻译,保证质量。

体验营销的基本概念及其产生背景。

1.1体验的含义

尽管在生活中我们对“体验”这个词很熟悉了,但要想弄清体验营销的含义,我们先看看体验的含义。美国学者BerndH.Schmitt对体验是这样定义的:体验是个体对一些刺激做出的反应。人的一生离不开体验。体验常常来源于直接的观察和/或参与一些活动—不管这些活动是真实的、梦幻的还是虚拟的。可见,每个人的一生都会经历各式各样的体验,而体验强调的是个体感受,不同的人对同一事件的体验感受也是有差异的。

美国著名学者约瑟夫·派恩和詹姆斯·吉尔摩在((体验经济》一书中提出:“所谓体验就是指人们用一种从本质上说很人性化的方式度过一段时间,并从中获得过程中呈现出的一系列可回忆的事件。”简单地说,体验是使每个人以个性化的方式参与其中的事件。他们强调在体验经济时代里体验是一种新的价值源泉,他们认为:体验是第4种经济提供物,它从服务中分离出来,就像服务曾经从商品中分离出来那样,但是体验是迄今为止尚未得到广泛认识的经济提供物。因此他们对体验的认识己经不单单局限在人的心理感受层面上,而把体验上升为新时代经济的推动力。

1.2体验营销的含义

既然体验作为第4种经济提供物,则体验营销必然由于经济发展而随之产生。作为一种以体验所驱动的全新营销方式,不同学者对其含义也有不同的观点。早在1998年,美国学者约瑟夫·派恩与詹姆斯·吉尔摩提出对体验营销的定义为:“从消费者的感官、情感、思考、行动、关联五个方面重新定义,设计营销理念。”他们从营销理念的角度来分析体验营销,而不局限于简单的营销手段。BemdH.Schmitt在《体验式营销》一书中从营销学的角度指出:体验营销

站在消费者的感官、情感、思考、行动、关联五个方面,重新定义、设计营销的思考方式。该观点指出消费者并非是完全理性的,消费者同时兼具理性和感性,体验营销正是基于此点来为企业创造价值。

体验营销其本质是营销,企业开展体验营销的最终目标还是要把产品和服务销售给消费者。企业通过了解和认识消费者需求,创造独特的体验过程,为消费者创造最大化的价值,从而达到企业目标的一种营销思路。

1.3 体验营销产生背景

随着世界经济的不断发展,全球进入了体验经济时代,这个经济时代赋予整个世界不一样的消费观念,体验营销的出现也成为必然。

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1.3.1体验经济时代的到来

1998年,美国俄亥俄州的战略地平线顾问公司的共同创办人约瑟夫·派恩与詹姆斯·吉尔摩在美国《哈佛商业评论》发表的《体验经济时代来临》一文中正式宣告:体验式经济时代己来临。根据经济提供物的不同,经济发展经历了农业经济、工业经济、服务经济和体验经济。除了农业经济外,每一个经济时代都有与之对应的营销模式,分别为产品营销、服务营销和体验营销。到了体验经济时代,人们的物质生活条件己经得到满足,消费观念发生了巨大变化。不同于商品经济和服务经济时代,体验经济时代的消费者强调一种生活方式,他们不再只是看重产品和服务本身,开始注重整个消费过程,特别在意消费过程中自我的心理感受。体验营销迎合了时代发展的需要,产品的设计开发是以体验为基础,消费过程强调与消费者进行良好的互动,企业创造体验来吸引消费者,提高自身产品的附加值,最终获得消费者的认可,由此提升产品品牌的影响力。

1.3.2消费者消费理念的变化

随着时代的进步,全球经济迈向一体化,全世界社会文化的交流越来越紧密,加上全球贸易的飞速发展,消费者的消费观念也随之改变。经济的发展使人们收入水平不断提高,对生活品质的要求越来越高,消费者的生活观念、生活方式和价值标准都趋向多元化,消费方式讲求个性化。美国著名的心理学家马斯洛针对人的心理特点提出马斯洛需要层次理论,该理论指出人们的需要分为生理、安全、社交、尊重和自我实现五个层次。当经济发展到一定水平,人们的前面四个层次都得到满足后,就进入了“自我实现”层次。现如今,随着生活水平质量的不断提升,许多人的心理需要都开始迈向“自我实现”层次,处在这个层次的消费者追求个性化的消费来实现自我,单纯产品功能和服务已不能凸显消费者内心的情感需求,消费者的消费理念越来越重视消费过程的享受和娱乐,他们乐于参与和体验,寻找新鲜、有趣或刺激的活动,这些都为体验消费莫定了基础。

1.3.3科学技术的发展

近几十年是科学技术飞速发展的时代,人们接触到的许多新鲜富有创意的科技产品,接触这些新产品本身就是一种新奇的体验过程,不论是电视、手机和计算机等产品的出现,甚至是网络世界中的网络游戏、网络商城等,这些都是人们从科学技术的发展中体验到的新鲜事物,随之改变了许多人的生活方式。许多体验性消费是由高科技企业率先引导和示范的。例如,在索尼公司推出随身听之前,消费者并没有想到收听音乐会如此方便;在苹果公司制造出个人电脑之前,消费者不曾想象将来会成为自己生活工作的一部分。（声明：本译文归百度文库所有，完整译文请到百度文库。）

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