餐饮企业顾客体验价值研究——以海底捞为例

随着社会经济和餐饮企业的飞速发展，人们对精神与情感层次的需求越来越明显，顾客更加渴望自我实现需求的满足，更加重视购买和消费过程中所获得的感观层面的体验和享受。因此，当前餐饮企业所提供的不仅仅是满足食欲的食物还应该有满足情感的体验。如何实现餐饮企业顾客体验价值，是餐饮企业能否成功的关键。
本文通过对体验营销和顾客体验价值文献的整理和回顾, 通过问卷调查,研究餐饮企业顾客体验价值的影响因素，并结合对“海底捞”体验营销模式的分析，就餐饮企业提高顾客的体验价值提出对策及建议,从而对餐饮企业的发展提供一定的理论和实证基础。

关键词：餐饮企业、顾客体验价值、体验营销、海底捞
ABSTRACT
With the rapid development of social economy and catering enterprises, the demand for spiritual and emotional level more and more obvious, the customer is more eager to meet the needs of self-realization, more attention to the purchase and consumption obtained during sensory-level experience and enjoy . Therefore, the current food and beverage companies to provide not only satisfy the appetite of food should also have to satisfy the emotional experience. How to realize the value of customer experience catering business, catering business is the key to success.
Based on the experience of marketing and customer experience collation and review of the literature value, through questionnaires, research factors catering business value of customer experience, and combined with the "sea fishing" experience marketing model analysis, to improve the customer experience value on food and beverage companies propose countermeasures and suggestions, which provides a theoretical and empirical basis for the development of catering enterprises.

Key Words: Catering Enterprises, Customer Experience Value, Experience Marketing, Haidilao

*若需了解更多与协助请咨询↓→[电脑QQ][手机QQ]【数据协助】