基于顾客让渡价值的餐饮企业体验营销实证研究

发布时间：2018-10-21 16:44

【摘要】： 伴随着人们生活水平的提高和对餐饮需求的进一步提高,餐饮业进入二十一世纪,规模成几何级数的迅速发展起来,与此同时,竞争也不可避免的到了白热化程度。目前,摆在餐饮行业面前的主要问题是产品同质化现象严重,因而无法满足消费者新颖的个性化体验需求,对于企业而言,如何在白热化的市场竞争中,获得竞争优势从而立于不败之地,自然成为餐饮企业需要认真研究的市场营销难题。本文基于这种现状出发,以顾客让渡价值理论为基础,运用体验营销这一新型营销理念开展餐饮企业体验营销研究,因而具有较强的现实意义。顾客让渡价值理论阐明企业的竞争优势来源于产品的提供的顾客让渡价值。具体到餐饮企业,必须努力提高餐饮产品顾客价值的同时,降低餐饮产品的顾客成本。体验营销理论要求企业必须十分重视消费者的体验感受,具体到餐饮企业,体验性本身就是餐饮企业与生俱来的重要特点,纵观整个餐饮消费过程,顾客在享受餐饮服务就是一个典型体验的过程,所以,体验营销与餐饮行业有着天然的联系,餐饮企业必须通过一系列的体验营销方式来满足不同顾客差别化的体验需求,这样才能真正实现顾客让渡价值,从而获得竞争优势。本文中,笔者首先对顾客让渡价值理论和体验营销理论的做了详细阐述,然后结合餐饮行业特点,将二大理论整合到餐饮企业体验营销过程当中,以期在激烈的竞争面前,能为餐饮企业开展体验营销提供有益指导,进而为餐饮行业的健康发展提供一点方向。具体到本文内容,首先通过详细阐述顾客让渡价值理论和体验营销理论,然后构建本文的概念模型,再进行实证研究。
[Abstract]:With the improvement of people's living standards and the further improvement of catering demand, the catering industry has entered the 21 century, the scale of the rapid development of geometric progression, at the same time, the competition is inevitable to the degree of intensification. At present, the main problem in front of the catering industry is that the phenomenon of product homogeneity is serious, so it can not meet the needs of consumers' new personalized experience. For enterprises, how to compete in the white-hot market, Obtaining competitive advantage and being invincible naturally becomes a marketing problem that must be studied seriously by catering enterprises. Based on this situation and based on the theory of customer transfer value, this paper uses the new marketing concept of experience marketing to study the experience marketing of catering enterprises, so it has a strong practical significance. The theory of customer delivery value clarifies that the competitive advantage of an enterprise originates from the customer delivery value provided by the product. To the catering enterprises, it is necessary to improve the customer value of the food and beverage products and reduce the customer cost of the food and beverage products at the same time. Experience marketing theory requires enterprises to attach great importance to the experience of consumers, specifically to catering enterprises, experience itself is an inherent important characteristics of catering enterprises, throughout the whole food consumption process, It is a typical experience process for customers to enjoy catering service. Therefore, experience marketing has a natural relationship with catering industry. Catering enterprises must satisfy different customers' differential experience needs through a series of experience marketing methods. Only in this way can we realize the value of customer transfer and gain the competitive advantage. In this paper, the author first elaborated the theory of customer transfer value and experience marketing, then combined with the characteristics of catering industry, integrated the two theories into the catering enterprise experience marketing process, in order to face the fierce competition. It can provide beneficial guidance for catering enterprises to carry out experience marketing, and then provide some direction for the healthy development of catering industry. To the content of this paper, firstly, the theory of customer transfer value and the theory of experience marketing are elaborated in detail, then the conceptual model of this paper is constructed, and then the empirical research is carried out.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F274;F719.3

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