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论文编号：	5165
作者编号：	2120112741
上传时间：	2013/6/3 14:02:39
中文题目：	服务品牌体验研究——以餐饮业为例
英文题目：	Service Brand Experience Research—Food And Beverage Industry For Example
指导老师：	杜建刚
中文关键字：	服务品牌;品牌体验;体验维度;餐饮业
英文关键字：	Service brand; Brand experience; Experience dimension; Food and beverage industry
中文摘要：	进一步解放农村生产力，大力发展第三产业的战略方针成为我国现阶段经济工作的重点。服务行业的开发建设受到党和中央领导的高度重视。医疗业、电信业等原垄断服务行业相继向民间资本开放。服务业在遇到良好发展机遇的同时，竞争必将更加激烈。面对激烈的竞争，服务企业通过科学的管理，打造服务品牌，成为获取竞争优势的重要途径。塑造服务品牌的相关理论可借鉴的不多，特别是符合中国特色的就更少。因此本文将通过体验塑造中国服务品牌作为研究的重点。随着社会的发展与时代的进步，消费者对于餐饮行业的要求也在逐步提高，从简单的解决温饱问题，到讲究菜品营养的均衡；从对卫生条件的基本要求，到要求享受周到的服务；从品尝特色的菜品，到期望实惠的价格。随着消费观念的变化，以上这些基本因素已经不能满足消费者的需求。个性化的品牌体验是消费者希望获得的。本文通过对服务管理，品牌管理，品牌体验以及品牌体验的维度等相关理论的回顾及讨论。肯定品牌体验与顾客感知质量的正向相关关系。作为服务管理的重点，体验对服务品牌建设具有重要意义。在对品牌体验定义的基础上，结合前人的研究成果，分析、归纳餐饮业的体验维度：娱乐体验、教育体验、逃避体验、感官体验、怀旧体验、关系体验等6个方面。通过内容分析法，结合特色的餐饮企业的顾客评价；验证餐饮业的体验维度。并利用验证的餐饮业品牌体验的维度，结合具体的餐饮企业，分析其提供的体验的优点与不足，并提出改进的建议。进一步分析总结餐饮业品牌体验的保障因素，强调体验对于餐饮企业的战略意义。为打造我国强势餐饮品牌，提供理论依据。
英文摘要：	The strategy of further developing the rural productivity and vigorously developing the tertiary industry becomes the focus of our current economic work. The development and construction of the service industry is attached great importance by China. The original monopoly service industries such as medical industry, telecommunications industry have released to private capital. While services encounter good opportunities for development, the competition is becoming more intense. In the face of fierce competition, the service enterprises have to obtain competitive advantage by the way of effecting the scientific management and building service brand. The theories about shaping service brand are not enough to apply, especially the theories with Chinese characteristics. Therefore, the thesis will deal with the experience to build China service brand as the focus of the study. With the development of society and the progress of the age, the requirements of consumers for the food and beverage industry are gradually improving, from the simple solution to the problem of food and clothing to the attention to dishes with balanced nutrition; from the basic requirements of sanitary conditions to the desire for outstanding service; from the taste of the specialty dishes to anticipation for reasonable prices. With the change in consumer attitudes, the above basic requirements of consumers cannot meet demand. It is personalized brand experience that consumers hope to get. This thesis firstly reviews and discusses the relative theories about service management, brand management, brand experience and brand experience dimension. Then it confirms the positive relationship between the brand experience and the customer perceived quality. As the focus of the service management, experience is of great importance to the service brand construction. Secondly, the thesis, combined with the results of previous studies, defines brand experience and analyzes and summarizes the 6 aspects of the food and beverage industry experience dimensions: entertainment experience, education experience, escape experience, sensory experience, nostalgic experience, relation experience. Next, through the content analysis and combined with the customer reviews from the food and beverage enterprises; the thesis verifies the dimensions of the experience of the food and beverage industry. And by using the brand experience dimensions of the food and beverage industry, the thesis provides a case study of the specific restaurant to analyze the advantages and disadvantages of experience the restaurant offers. The thesis also puts forward some suggestions for improvement. Lastly, the thesis analyzes and summarizes the protection factors of the brand experience of the food and beverage industry; enforce the strategic significance of the experience for food and beverage enterprises. The thesis hopes to provide theoretical basis for the establishment of strong food and beverage brands in China.
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