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论文编号：	8194
作者编号：	2120132582
上传时间：	2016/6/2 18:06:54
中文题目：	主题餐饮企业体验营销策略研究
英文题目：	Research on Experience Marketing Strategy of Theme Catering Enterprise
指导老师：	张玉利
中文关键字：	主题餐饮；消费者忠诚度；体验经济；体验营销
英文关键字：	The theme restaurant；Consumer loyalty;Experience economy；Experience marketing
中文摘要：	体验营销诞生于互联网背景下，发展于移动互联网的高速扩张的新时代里。企业经过体验营销来精心设计自身的品牌形象，以进行对外宣传，引起消费者的共鸣。体验营销是一种全新的以重视体验和服务为主的市场营销的手段。尤其是在餐饮业的主题餐饮的领域，更是不能缺少体验营销的理论、方法和策略的支持，以便指导企业进行消费者互动、情感交流、消费者忠诚度的培养、以及品牌体验设计等相关工作的开展。主题体验餐饮，是传统餐饮借助体验营销手段发展出的一种新的内容。主题体验餐饮提倡的绿色与环保营销理念、定制个性产品设计、擅长的市场差异体验营销以及管理消费者群体动态信息等创新的发展思路，直接帮助传统餐企解决常见的发展难题，并通过深入研究了国内与国外成功运营主题餐饮的实际例子，寻找到了解决这个问题的最终办法，为中国传统餐饮寻找出一条便捷的转型之路。第一章 绪论对选题背景和意义做了详细的介绍，接着对本次论文的内容和方法的研究进行了详细的陈述，最后对本文的研究思路和相关内容结构框架做了认真说明：随着互联网的高速发展，市场营销在移动互联网大背景下，通过市场营销进行品牌形象的对外宣传，是一种重要手段。从某种意义上可以说，体验营销在主题餐饮项目的经营过程中扮演了相当重要的角色，甚至起着决定性的作用。随着快速发展的市场经济，日益发挥出强大的能量。餐饮业不仅有效的提升了人民群众的生活水平，而且在拉动内需、增加就业、吸纳了众多的下岗再就业和农村剩余限制劳动力上起到了不可替代的作用，切合实际地解决了就业问题，某种程度上来讲，缓和了社会矛盾，对社会稳定贡献了很大力量。本文从餐饮业出发，分析之前和现在主题餐饮在体验营销过程中所采取的市场营销理论、策略、方式和做法，博百家之长补己之短，储存经验，为日后的发展做好理论和方法的准备。同时，在市场发生巨大变化、互联网深入生活、新媒体势头迅猛、新技术、新思维日益活跃的今天，合理地利用好当下发展的新思路，积极拓宽思维面，做到营销体验的创新，从而指导主题餐饮行业下一个阶段的体验营销工作。本文主要采用理论与实例相结合的研究方法，重点采用了调查法、文献研究法、对比研究法等等。第二章 相关理论回顾通过对与本论文有关理论的回顾，全面理解相关理论，理清概念，包括市场营销、关系营销、差异化营销、服务营销、体验营销等理论和相关名词的概念、内涵和外延等，为本文后续章节提供理论依据：现代意义的市场营销理论出现在在19世纪末到20世纪初，产生于美国。具有现代意义的市场营销学逐渐取代了传统意义的市场营销学，其适用范围迅速扩大开来，从本土扩展到全球。现如今的市场营销学早已经与企业自身管理融合到一起，并且在融合经济学、人类科学、数学应用、经济学等专业学术理论，逐渐形成了一门综合性学科。市场营销的先进的内在理念和相关模型是逐渐发展起来的。长期以来，在全球经济和科技创新的变化之中，尤其是在互联网诞生和大数据崛起的背景下，市场营销理论也被相应地调整、修改和扩展。发现并及时满足消费者的消费需求或欲望，双方需求及利益得以最大化的达到，这就是市场营销的根本目的所在。市场营销的核心是价值创造。简单地讲，意思就是市场营销是双方“双赢”关系的体现。差异化营销又称为差异化市场策略营销，主要是指当企业面对成熟的细分市场，企业自身选择多个子市场为潜在的市场营销目标，分别对选择的子市场针对性的源源不断的提供产品和劳务的销售措施。服务营销是指，辨识、组织、维护和帮助与其他利益关联方的有效互动的亲密关系的活动，通过长期的互惠互利形成的较为稳固的相互依存的关系，发展客户与企业及其产品之间的新的连接交往，来挖掘客户潜在价值，开拓市场能量，培育和提升企业的核心竞争力。体验营销的特征：关注消费者的体验、考虑消费的情况、消费者是有理智的感情动物。第三章 主题餐饮体验营销现状分析介绍了餐饮业和体验经济的时代趋势，并对目前主题餐饮的体验营销情况进行了介绍和剖析，并指出目前存在的问题和不足，为第四、第五章的内容做好铺垫：餐饮市场呈现多元化和高度市场细分的特征，市场竞争加剧，新型业态不断涌现餐饮市场呈现多元化和高度市场细分的特征个性化趋势明显情感需求比重增加更加注重接受产品过程的感受消费者的品牌意识增强，品牌消费正在成为一种时代特征第四章 体验营销市场策略选择体验经济已经成为了继商品经济和服务经济之后的一种全新的经济发展形态。体验经济在中国餐饮市场的迅速发展与应用，给传统餐企带来了众多的挑战和发展机遇,对越来越多的追求张扬个性的消费者而言，无疑为他们增添了一种能满足精神需求和另类体验的新型消费形式。针对这些已经出现的市场发展趋势，传统餐企需要付出更多的努力，深入研究消费者理性的需求和感性的市场需求的潜在的发展空间来单独设计企业的营销方案。在这个过程中，企业需要注重加强与消费者的有效沟通，能够捕捉到他们的内心深处的渴望需求的信号，进而企业对现有产品进行针对性调整。除此之外，体验营销是搭建企业产品和消费者之间桥梁，由此可见体验营销的重要性不言而喻，企业需要把新一期设计产品通过体验营销形式来向消费者传递创新、个性化体验。第五章 体验经济时代餐饮业营销策略保障在体验经济时代，体验营销新模式是将企业的体验思想科学、合理地融入到了餐饮营销中。如此看来，选择好适当的营销体验策略，是消费者在内心深处建立起对企业良好品牌形象的重要保障：扩大的“以人为本”内涵以消费者为本，提供高品质服务以员工为本，打造高素质团队采集体验反馈信息，管理消费者体验维持体验效果，创造体验品牌化建立消费者忠诚第六章 结论本次论文根据新时代下体验经济背景，深入研究传统餐饮行业现状和创新模式的发展历程以及未来发展的趋势。根据餐饮市场激烈竞争和满足消费者个性化需求，逐渐地催生出了一种新的餐饮经营模式——主题餐饮体验营销。首先，通过全方位与传统企业进行合理对比，发现其中存在领先优势，并综合举例详细说明了这些优势能够迅速满足，新时期下的消费者个性化的心理偏好需求，能够使消费者感到满意，进而增加对企业品牌的认知和提高了消费者对企业产品的忠诚度。其次，主题体验餐饮提倡的绿色与环保营销理念、定制个性产品设计、擅长的市场差异体验营销以及管理消费者群体动态信息等创新的发展思路，直接帮助传统餐企解决一些发展难题。最后，随着中国餐饮业的迅速变革与发展，主题餐饮将引领着中国餐企走向国际市场，使得体验经济对中国餐饮业的发展乃至推动世界餐饮行业进步，贡献越来越多的力量，也为中国其他产业的经济发展带来了新的启示。
英文摘要：	Experience marketing was born in the Internet background, the development in the new era of the high-speed expansion of the mobile Internet. Enterprises through the experience marketing to design your own brand image, to conduct propaganda, struck a chord with consumers. Experience marketing is a kind of brand-new predominantly attaches great importance to the experience and service marketing. Especially in the field of the theme of the restaurant food, it is not a lack of experience marketing theory, method and policy support, in order to guide enterprises to carry out the consumer interaction and emotional communication, the cultivation of customer loyalty, and brand experience design and other related work. Theme restaurant experience, it is the traditional food with the help of experience marketing to develop a new kind of content. Theme experience catering to advocate green and environmental marketing concept, unique product design, good at the market differences of experience marketing and dynamic information management consumer groups such as the development of innovative ideas, direct help traditional catering enterprises to solve the following problems: the outdated product experience design and consumer groups to the new customers and competitors, mining weakened consumer loyalty and so on, so as to maximize the improvement of the traditional marketing margins and market share of food and beverage enterprise, finally to help traditional dining out, take the door, and through the further study of the practical example of domestic and foreign successful operational theme restaurant, looking for the ultimate solution to the problem, for the transformation of Chinese traditional food to find out a convenient way. Chapter 1 Introduction The background and significance of the topic do detailed introduction, and then conducts a detailed statement on the content and method of this thesis research, finally the research ideas and contents of frame the instructions carefully: With the rapid development of the Internet, marketing in the context of the mobile Internet, through the marketing of the brand image of foreign propaganda, is an important means. In a sense it can be said that the experience of marketing in the theme of food and beverage project management process plays a very important role, and even play a decisive role. With the rapid development of the market economy, is increasingly playing a powerful energy. Food and beverage industry not only effectively enhance the people's living standards, and in stimulating domestic demand, increasing employment and absorb a large number of laid-off again employment and prevent rural surplus labor plays a irreplaceable role to meet the actual solve the employment problem, to some extent, easing the social contradictions, to social stability with a lot of power. In this paper, starting from the food and beverage industry, analysis before and now theme restaurant in experience marketing in the process of marketing theory, strategies, approaches and practices, Bo 100 long to make up our own weaknesses, store experience, theory and method of preparation for the future development. Today's increasingly active at the same time, the market has undergone tremendous changes, Internet going deep into life, new media rapid momentum, new technology, new thinking, reasonable use present development of new ideas, actively expand the thinking, do experience marketing innovation, so as to guide the theme restaurant industry a stage of experience marketing. This paper mainly adopts the research method of combining theory with examples, focusing on the survey method, literature research method, comparative study method and so on. Chapter 2 Reviews the relevant theories Through the review of the theory, a comprehensive understanding of the relevant theory, clarify the concept, including marketing, relationship marketing, differentiated marketing, service marketing, experience the concept, intension and extension of the marketing theory and related nouns, as in the following chapters provide theory basis: The modern meaning of marketing theory appeared in the late twentieth Century to early nineteenth Century, resulting in the United states. With the modern sense of marketing, it gradually replaced the traditional meaning of marketing, its scope of application is rapidly expanding, from the local to the global. Now today's market marketing study already and the enterprise's own management together, and in the integration of the economic, Human Sciences, applied mathematics, economics and other academic theories, and gradually formed a comprehensive discipline. The advanced concept of marketing and related models are developed gradually. For a long time, in the global economic and technological innovation, especially in the context of the birth of the Internet and the rise of big data, marketing theory has been adjusted accordingly, modification and expansion. Find and meet the consumer demand or desire in a timely manner, the needs and benefits of the two sides to maximize the reach, which is the fundamental purpose of marketing. Value creation is the core of marketing. Simply speaking, means that the market is a "win-win" relationship between the two sides. Differentiated marketing also known for differentiation in the market marketing strategy, mainly refers to when the enterprise is faced with the mature market segments and their own choice of multiple sub market potential of the target market marketing, respectively sub market of choice for the steady stream of providing products and services sales measures. Refers to the service marketing, identification, organization, maintenance and help the effective interactions and other interest related party relationship activities, formed by mutually beneficial long-term stable of interdependent relationship, develop with customers and enterprises and their products between the new connection contacts, to mining the customer potential value, energy market development, to cultivate and promote the core competitiveness of enterprises. Experience marketing characteristics: attention to the consumer experience, consider the situation of consumption, consumers are rational emotional animal. Chapter 3 The analysis of the current situation of the theme catering experience marketing Introduced catering industry and the experience economy, the trend of the times, and the introduction and analysis of the current theme restaurant experience marketing, and points out the existing problems and shortcomings, for the content of the fourth and the fifth chapter pave the way: Food and beverage market presents the characteristics of diversified and highly market segments, market competition intensifies, new formats continue to emerge The food and beverage market presents the characteristics of diversified and highly market segments. Personalized trend evident Increase in the proportion of emotional demand Pay more attention to the feelings of the product process Consumer brand awareness, brand consumption is becoming a feature of the times Chapter 4 The choice of experience marketing strategy Experience economy has become a new form of economic development after the commodity economy and service economy. Experience economy food market in China the rapid development and application, the traditional food enterprises to bring many challenges and opportunities for development, the pursuit of more and more individuality consumer undoubtedly as they add a to meet the spiritual needs and alternative experience and new forms of consumption. For these have been the development trend in the market, the traditional meal prices need to pay more efforts, in-depth study of the rational consumer demand and perceptual market demand potential development space to individually designed program of corporate marketing. In this process, companies need to focus on strengthening effective communication with consumers, able to capture the signal of their deep desire to the heart, and then the business of existing products targeted adjustments. In addition, experiential marketing is to build a bridge between brands and consumers, thus experience marketing importance is self-evident, enterprises need to put a new product design through the form of experience marketing to consumers to transfer innovation, personalized experience. Chapter 5 Catering marketing strategy support of the experience economy era In the experience economy era, the new mode of experiential marketing is the scientific and rational integration of the enterprise's experience into the food and beverage marketing. So it seems, choose a good marketing experience strategy, is the consumer in the heart of the establishment of a good corporate brand image of an important guarantee: Expanding the connotation of "people oriented" To provide consumers with high quality services To employee oriented, to create high-quality team Acquisition experience feedback information, management of consumer experience Maintain the experience effect, create the experience of branding Build consumer-loyalty Chapter 6 Conclusion In this paper, according to the new era of experience economy background, in-depth study of the traditional catering industry status and innovation model of the development process and the future development trend. According to the fierce competition in the food and beverage market and meet the individual needs of consumers, and gradually gave birth to a new mode of catering business - Theme catering experience marketing. First, through the full range and traditional enterprises were reasonable comparison, found that the presence of lead, and explains the advantage of being able to quickly meet, in the new era of personalized consumer psychological preference to let consumers feel satisfied, thereby increasing awareness of corporate brand and enhance consumer loyalty to the enterprise product. Secondly, theme experience catering to promote the green and environmental protection marketing idea, customized products design, good market differences experience marketing and management consumer groups dynamic information, such as innovative development ideas, directly help traditional food enterprises to solve some problems existing in the process of development. Finally, with the rapid change and development of China's catering industry, catering theme will lead Chinese food enterprises to enter the international market, making the experience of the economic development of China's catering industry and promote the progress of catering industry in the world, with more and more power, for the other industries in China's economic development brought new inspiration.
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