毕业论文-浅析体验营销在饭店管理中的应用.doc

PAGE 本科毕业论文 （ 20_ _届） 浅析体验营销在饭店管理中的应用 摘 要：随着社会的发展，经济的增长，科技的进步，观念的完善，越来越多的人们渴望在工作之余体验不同的新鲜生活。文章立足于时代背景，首先介绍了体验及体验营销的概况，列举了饭店体验营销的五种模式。结合我国体验营销的发展现状，分析开展饭店体验营销的必要性。并针对我国饭店开展体验营销的不足，寻找其根源，结合现实制定相关的解决措施，以及在实施过程中需要注意的问题。旨在引起相关工作人员的重视和认识，通过饭店的不断努力，完善饭店的体验营销，培养更多的忠诚顾客，创造可观的经济和社会效益。 关键词：体验营销；饭店管理；顾客 The Analysis of the Application of Experiential Marketing in the Hotel Management Abstract: With the social development, economic growth, technological advances and the concept of perfection，more and more people desire to experience different and fresh life in spare time. The article based on background, firstly introduced an overview of experience and experiential marketing, it lists five models of hotel experiential marketing. Considering the development status of experiential marketing, it is necessary to carry out the step. View of the lack of marketing experience to carry out, we looking for their roots, and combined with the development of relevant measures in reality, as well as the problem that in the implementation process. Aims to draw attention and awareness to staff, through the hotels continuous efforts to improve the hotel experience marketing, develop more loyal customers, and create considerable economic and social benefits. Key words: Experiential marketing; hotel management; customers 目 录 一、体验营销的概述……………………………………………………………………1 体验及体验营销的产生………………………………………………………1 体验营销的内涵、特点…………………………………………………………1 饭店体验营销的模式……………………………………………………………2 二、我国饭店体验营销的现状分析……………………………………………………3 我国体验营销的发展现状………………………………………………………4 开展饭店体验营销的必要性……………………………………………………4 三、我国饭店体验营销存在的问题及根源…………………………………………………5 我国饭店体验营销存在的问题…………………………………………………5 我国饭店体验营销存在问题的根源……………………………………………6 四、我国饭店开展体验营销的注意事项……………………………………………………7 开展体验营销切忌跟风…………………………………………………………7 加强饭店与顾客的互动…………………………………………………………7 重视员工在体验营销中的作用…………………………………………………7 加强体验成本控制………………………………………………………………7 五、体验营销在我国饭店的应用……………………………………………………………7 研究目标市场的顾客体验期望…………………………………………………7 设计有吸引力的体验主题………………………………………………………8 设计体验产品、活动、服务……………………………………………………8 注重体验营销的传播方式