体验式营销在餐饮行业中的应用分析
毕业论文关键词： 体验式营销；餐饮行业；体验经济
Abstract
Experiential Marketing is the process of engaging customers with in-depth experiences of the product or a brand. It can also be termed as a live marketing engagement where there is a face to face interaction between the consumer and a product or a brand. Its purpose is to appeal to the emotional senses of the customers and to influence their choice decision. This paper aims at investigating consumer's response to retail experiential marketing. As a descriptive and explanatory study, it establishes a connection between consumer lifestyle and behavior in modern retailing and how it affects customer satisfaction. The paper suggests various characteristics and specifications that a retail outlet should have in order to appear most appealing to the consumer and create an experimental touch in the entire retailing process.
KeyWords：Shopping experience, customer, event marketing, experiential marketing, customer satisfaction, emotional attachment.
目 录
一、体验式营销概述 2
（一） 理论研究 2
（二） 体验营销模式 3
1. 感官体验 3
2. 思文体验 3
3. 行为体验 3
4. 情感体验 3
5. 关联体验 3
（三） 体验营销实施策略 3
1. 产品 3
2. 价格 4
3. 促销方式 4
4. 渠道营造 4
5. 广告传播 4
（四） 典型案例 4
二、体验式营销在餐饮行业中的实施 5
（一） 体验式营销在餐饮行业的具体实施步骤 6
1. 分析顾客需求层次 6
2. 确定体验主题 6
3. 实施体验营销 6
三、体验式营销在我国餐饮行业中的发展现状 7
（一） 调查研究 8
1. 调查问卷设计 8
2. 调查问卷收集说明 8
3. 调查问卷样本分析 9
4. 调查问卷结果分析 13
四、体验式营销在餐饮行业中的问题及解决策略 15
（一） 体验式营销存在的问题、原因及影响 15
（二） 解决对策或方案 16
1. 主题设计 16
2. 产品体验设计 17
3. 服务体验设计 17
4. 氛围体验设计 17
5. 文化体验设计 17
6. 传播体验设计 17
五、结论 17
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