毕业论文四川海底捞餐饮股份有限公司体验营销发展潜力分析学生姓名：学号：系部：专业：指导教师：二Ｏ一五年六月诚信声明本人郑重声明：所呈交的学位论文，是本人在导师的指张秋萍112094231经济与管理系市场营销王霞（讲师）导下，独立进行研究工作所取得的成果。在完成论文时所利用的一切资料均已在参考文献中列出。本人完全意识到本声明的法律结果由本人承担。学位论文作者签名：日期：年月日四川海底捞餐饮股份有限公司体验营销发展潜力分析摘要：随着人们生活和消费水平的提高，同质化的商品和服务已满足不了顾客的需求，越来越多的人更倾向于消费具有独特体验和个性化的商品和服务。体验式的营销也越来越被受众所喜爱。可见体验营销将逐渐成为企业未来重要营销方式。海底捞是以川味火锅为主、融汇各地特色的火锅店，通过制定新的独特的体验营销策略，满足顾客精神需求，迅速成为中国餐饮业的领头羊。根据文献研究和实证调查，通过分析海底捞的体验营销效果，为以后海底捞在营销方面的发展提供可行性的理论指导意见。关键词：餐饮火锅，体验营销，营销策略，营销效果SichuanHaidilaoFoodCo.,ExperienceMarketingPotentialAnalysisAbstract:Withtheimprovementoflivingandconsumptionlevels,homogeneityofgoodsandservicescannotmeetcustomers’needs.Moreandmorepeopleprefertoconsumegoodsandserviceswithauniqueexperienceandindividuality.Experiencemarketingisalsoincreasinglybeinglovedbytheaudience.Obviously,experiencemarketingwillbecomeincreasinglyimportantforthefuturemarketing.HaidilaoisSichuanhotpot,acombinationfeaturinghotpotaround,preciselybecauseofitsmakingthenewanduniqueexperiencemarketingstrategiestomeetthespiritualofthecustomers,rapidlybecomingaleaderinChina'scateringindustry.Accordingtotheliteratureandempiricalresearch,andbyanalyzingtheeffectofHaidilaoexperiencemarketingtoprovidefeasibletheoreticalguidanceforthefutureinthedevelopmentofmarketing.Keywords:Cateringpot,Experiencemarketing,Marketingstrategy,Marketingeffectiveness目录1前言...................................................................11.1研究背景.............................................................11.2研究意义.............................................................11.3研究主要内容.........................................................21.4研究思路和方法.......................................................22理论综述...............................................................22.1体验营销与传统营销...................................................22.2体验营销理论.........................................................32.2.1国外研究现状.......................................................32.2.2国内研究现状.......................................................33海底捞体验营销现状分析.................................................53.1海底捞公司简介.......................................................53.2海底捞体验营销现状分析...............................................53.2.1感觉体验...........................................................53.2.3行为体验...........................................................63.2.4思维体验...........................................................63.2.5关联体验...........................................................64海底捞体验营销效果分析.................................................64.1信度分析.............................................................64.1.1海底捞产品体验营销的信度分析.......................................64.1.2海底捞产品体验营销效果的信度分析...................................74.2因子分子..................
