【作者】 康晶；

【导师】 高树军；

【作者基本信息】 河北大学 ， 政治经济学， 2008， 硕士

【摘要】 餐饮业是国民经济的重要产业部门,改革开放三十年,特别是近十年来,餐饮业在我国有了持续、快速的发展。从近年的国民经济统计数据来看,餐饮业已经连续几年成为我国国民经济中高贡献率、高增长率的行业。餐饮业与人民群众生活有着密切的关系,它是关系到广大人民群众根本利益的一个基础性、渗透性强的产业,在市场经济条件下,发挥着重要的作用。餐饮业的发展可以有效地扩大内需,拉动消费,为社会增加就业机会,广泛吸纳劳动力,缓解就业压力,维持社会稳定。体验经济是上世纪末才首次提出的经济理论,被认为是人类经济继农业经济、工业经济、服务经济之后出现的第四个发展阶段。在体验经济中,消费是一个过程,消费者是这一过程的产品,当过程结束的时候,记忆将长久保存对过程的体验。消费者都愿意为这类体验付费,因为它是美好的、不可复制、不可转让的。在体验经济条件下,消费者既是感性的又是理性的,其消费行为也产生了很大的变化,他们更加注重情感需求,品牌意识逐渐增强。消费者需要的是个性化的、定制化的产品和服务,并期望在消费结束后可以留下美好的难忘的回忆。体验经济概念的提出使人们对传统餐饮业的发展有了更深层次的认识,体验经济与餐饮业有着天然的联系。在体验经济时代,餐饮业的营销工作面临新的挑战,如何运用体验经济的新思维以崭新的角度切入餐饮业将是一个值得我们思考的问题。本文将结合时代背景,在对体验经济和体验营销界定的前提下,结合影响消费者购买行为的主要因素,针对体验经济时代消费者的消费行为特征,在对我国餐饮业现状进行分析的基础上,提出了体验主题化、个性定制化、情感营销、全方位绿色营销的营销策略,以促进餐饮业的蓬勃发展。更多还原

【Abstract】 Restaurant industry is an important industrial sector of national economy. Over 20 years since the reform and opening to the outside world, especially for the past ten years, restaurant industry developed continuously and rapidly in our country. According to national economy statistical data in recent years, restaurant industry successively becomes an industry with high rate of contributions and increment in our national economy in several years and is close to people live. Also, it is a foundational and permeable industry, concerning to the fundamental interests of broad masses, and is playing a vital role under market economy. Development of restaurant industry may expand domestic demand effectively, pulling consumption, receiving labor broadly in order to increase employment opportunity in the society, alleviating employment pressure and maintaining social stability.The experience economy is a theory which is proposed at the end of last century for the first time, being considered as the fourth stage of human economy following agricultural economy, industrial economy and service economy.In the experience economy, expense is a process, while consumer is a product. When the process is over, the memory will store the experience of process for a long time. All the consumers are willing to pay for this experience, because it is happy, and can not be duplicated and transferred. Under the experience economy, the consumer is not only perceptual but also is rational, and consumption behavior changes a lot. They pay more attention to emotion demand and brand consciousness. What they need are personalized and custom-made product and service, and expected a happy unforgettable recollection after consumption.The proposal of the experience economy gives a deeper understanding of the development of traditional restaurant industry. The experience economy and restaurant industry have close relationship. In the age of the experience economy, the marketing of restaurant industry confronts with new challenges. So how to use new thoughts of the experience economy to enter into restaurant industry is an issue for us to think about. This paper provides proper strategies groups such as thematic marketing, customizing marketing, emotional marketing and all-directional green marketing for restaurant industry on the basis of analyzing present status of it, aiming at consumption characteristics in the age of the experience economy, combining age characteristics and main factors that affect consumers’ purchase behavior, considering the definition of the experience marketing in the experience economy, so as to stimulate its vigorous development.更多还原