《案例》：西贝餐饮公司—体验营销策略研究

发布时间：2018-11-07 17:42

【摘要】：随着我国经济的高速发展,餐饮业迎来了发展新契机。餐饮业的快速发展也带来了竞争格局的白热化,餐饮市场不断接近饱和,随着体验经济的蓬勃发展,中国餐饮业将重新洗牌。要想在餐饮的红海中存活且发展壮大,餐饮企业必须由原有的以产品为中心转变为以客户为中心,以满足顾客的体验需求。面对激烈的市场竞争和不断提升的顾客需求,西贝餐饮在顾客体验上哪些方面做得不足,又将如何提升自己的顾客体验?本文以西贝餐饮公司为案例分析对象,主要研究其体验营销策略。本文主要由两部分组成:案例正文和案例分析。案例正文部分主要介绍了西贝餐饮的发展历程、经营状况、组织架构以及公司所在行业的发展现状及趋势,并由此引出西贝餐饮在体验营销方面存在的问题。案例分析部分通过分析西贝餐饮的宏观环境和行业环境,以及结合调研问卷的方法,确定了西贝的市场认知,勾画出西贝的用户特征,描绘出顾客需求变化分析,根据4Cs、4Ps和体验营销矩阵等营销理论构建而成的“P-S-C”新体验营销模型为西贝餐饮公司制定新的体验营销策略,并提出了相应的保障措施。
[Abstract]:With the rapid development of our economy, the catering industry ushered in a new opportunity for development. With the rapid development of catering industry, the competition pattern is becoming more and more intense, and the catering market is approaching saturation. With the vigorous development of experience economy, Chinese catering industry will reshuffle. In order to survive and develop in the Red Sea of catering, catering enterprises must change from the original product-centered to customer-centered to meet the customer's experience needs. In the face of fierce market competition and increasing customer demand, what aspects of Sibei Food and Beverage's customer experience are not enough, and how to improve their own customer experience? This article takes Xibei Catering Company as the case study object, mainly studies its experience marketing strategy. This paper mainly consists of two parts: case text and case analysis. The main body of the case mainly introduces the development process, management situation, organizational structure and the current situation and trend of the company's industry, and leads to the problems in the experience marketing of Xibei Food and Beverage. In the case analysis part, by analyzing the macro environment and industry environment of Xibei food and beverage, as well as the method of questionnaire, the paper determines the market cognition of Xibei, outlines the characteristics of its users, describes the change of customer demand, and according to 4Cs. The "P-S-C" new experience marketing model based on 4Ps and experiential marketing matrix makes a new experience marketing strategy for Xibei Food & Beverage Company, and puts forward the corresponding safeguard measures.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.3

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