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论文编号：	2497
作者编号：	2120082180
上传时间：	2010/6/10 23:29:29
中文题目：	体验营销在主题酒店中的应用研究
英文题目：	The Research on the Application of Experiential Marketing
指导老师：	陈家刚
中文关键字：	体验；体验经济；体验营销；主题酒店
英文关键字：	experience;experiential economy;experiential marketing;themed hotel
中文摘要：	二十一世纪是体验经济的时代，产品差异化的消失使得体验成为了提升产品价值的有效方式。随着消费者的需求不断升级，人们在消费过程中不再只注重产品或服务带来的功能上的利益，而是更加重视在这个过程中所获得的符合自己心理需要和情趣偏好的特定感受，即体验。这种变化使得企业必须要以一种全新的视角来审视顾客的需求，以一种全新的营销方式来塑造企业的核心竞争力。体验营销正是人们对营销活动规律性认识的一个深化，由于其在营销哲学上的合理性和对人的主体性回归需要的尊重而获得企业的关注，表现出了强劲的生命力。 而主题酒店是在顾客需求升级和市场竞争加剧的背景下产生的一种新兴事物，近几年来在我国发展迅速。然而在主题酒店获得快速发展的同时，由于缺乏科学系统的理论指导，在其营销实践中出现了诸如主题定位模糊、主题氛围营造不到位、产品体验性欠缺等问题，这在一定程度上影响了主题酒店本身优势性的发挥。引入和实施体验营销可以指导主题酒店更新营销观念，使其真正以顾客的体验性需求为营销导向，以其鲜明独特的主题、个性丰富的体验产品在激烈的市场竞争中获得持久的竞争优势。本文通过将体验营销引入到主题酒店当中，依据体验营销理论并借鉴传统的4Ps组合理论，分析了在体验营销下主题酒店营销策略的具体制定和实施。在此基础上选取典型案例进行研究，总结其应用体验营销的成功经验，具有一定的借鉴意义和推广价值。 本文主体部分共有五章：第一章导论主要介绍了本文的研究背景、研究意义、研究框架和研究方法。第二章则是对体验营销及主题酒店的相关研究理论做了梳理和总结，并以此作为本文的理论基础。第三章主要分析了体验营销引入主题酒店的必要性和可行性，并对主题酒店体验营销的内涵与特征作了分析和总结。第四章在传统营销组合4Ps的基础上，将“产品”细化为“氛围”、“有形产品”、“主题服务”、“主题活动”四部分，再结合“定价”、“渠道”、“促销”三要素，围绕主题酒店综合论述了体验营销的组合模式。第五章是在上一章的基础上选取四川鹤翔山庄作为应用体验营销的成功案例进行研究分析，以期为主题酒店的进一步发展提供可借鉴的成功经验。
英文摘要：	The 21'st century is the experiential economy era, The disappearance of products difference makes experience become the effective way to promote the value of Products.With the consumers' demand upgrading, people pay more attention to their own psychology's needs and interest partiality than the products' functionally in the course of consuming.This change requires enterprises analyze customers’ demands with a new view，and to set up competitive advantages with a new marketing method.The experiential marketing is a deep thought on marketing activities’ rules，it has developed rapidly and shown strong vitality because of its rationality of marketing philosophy and its respect to human's demands. Themed hotel was the outcome of the upgrading of customer need and the furious competition of hotel market，which has been developed quickly these years.However,because of lacking scientific theory to guide ,there are some problems in the course of the themed hotel's marketing practices, such as the location of theme is vague，the creating of theme atmosphere is not in place, the product is lack of experience and so on. These problems to some extent affect the play of its strengths. introducting and implementing experiential marketing can conduct the themed hotel to upgrade marketing concept, choose the experiential demand of the customers as its marketing direction ,then the themed hotel can win sustainable competitive advantages in the fierce market competition with its distinctive theme and personalized experiential products. This paper will introduce experiential marketing into the themed hotel. according to the theory of experiential marketing and the traditional marketing 4Ps ,then analyze the specific formulation and implementation of experiential marketing strategy in the themed hotel. On this basis, this thesis select a typical case to study, summarize the successful experience of the application of marketing experience,deserving to being learnt from and generalized. This paper is composed of five chapters：the first chapter mainly introduces the background and significance, the framework and the methods of this thesis . The second chapter is a summary of the themed hotel and experiential marketing theories，and take them as the theoretical basis of this article.The third chapter analyzes the necessity and feasibility of introduceing experiential marketing into the themed hotel, and then the content and features of the themed hotel's experiential marketing are analyzed and summarized. Chapter IV divides product into four parts："atmosphere", "tangible product", "themed service",and "themed activities"on the base of the traditional marketing 4Ps theory.then combined with the element of "price", "place" and"promotion "to discuss the combinatorial pattern of experiential marketing in the themed hotel.Chapter V selects Sichuan Flying Crane Resort Hotel as a case of successful application of experiential marketing to analysis and study,in order to provide successful experience for the further development of the themed hotel.
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