文档介绍：体验营销在餐饮业的应用研究
——以天伦松鹤大酒店为例
摘 要：体验营销被认为是21世纪营销战中最有力的秘密武器，目前已经渗透到各行各业。在少数餐饮企业，体验营销也开始尝试，并有了一些成功的案例，但由于缺乏关于体验营销的成熟的理论体系和典型的可借鉴的操作方法，目前体验营销在餐饮业的实施还存在许多问题。例如，忽视餐饮体验主题的健康性等。所以，对体验营销进行系统研究，梳理体验营销的发展脉络，以完善它的理论建构和推广它的实践价值，具有非常重大的意义。本文首先阐述了何为体验、何为体验营销。在此基础上分析了我国餐饮业发展的基本情况及体验营销在餐饮业的一些成功实践。接着，重点分析了现阶段我国餐饮体验营销存在的问题，并通过分析体验经济时代下消费者需求的变化，结合餐饮产品的特点，初步提出了体验营销在天伦松鹤大酒店实施的改进策略。
关键词：餐饮业 体验营销 应用策略
The application research of experience marketing in the restaurant industry
Abstract: Experience Marketing, considered to be the most powerful secret weapon in 21th century marketing warfare, has infiltrated into every walk of life. In a few catering enterprises, people has begun to try to use Experience Marketing, and there has been some successful cases. However, due to the lack of relevant mature theoretical system and typical referential operational approach, there has been a number of problems as to the implementing of Experience Marketing in catering industry, like ignoring the healthiness of the subject in catering experiencing. Therefore, it is of great significance to carry out system study of Experience Marketing, to make it clear the history of Experience Marketing, so as to perfect its theory and extend its practical value. First this thesis talks about what is Experience Marketing. Then it analyzes the development of catering industry in China and some successful practice of Experience Marketing in catering industry. Then, it carries out a selective analysis of the current problems of Experience Marketing in China. Through analyzing the change of consumer demand in experience economy and the features of catering products, we put forward some advanced strategies about the implementing of Experience Marketing in catering industry.
Key words: The restaurant industry; Experience marketing; application strategy
目 录
1引言…………………………………………………………………………………………………1
2体验营销的相关概念………………………………………………………………………………2
3餐饮业中体验营销的发展现状