基于体验经济的餐饮营销策略实证研究

Food and Beverage Marketing Strategy Based on Experience Economy: An Empirical Study

摘要: 随着体验经济时代的到来，国内餐饮企业市场竞争日趋激烈。由于消费者更加注重体验消费过程，只有深入了解消费者的个性化需求，才能制定出有竞争力的营销方案，实现餐饮企业的可持续发展。因此，笔者通过收集、整理相关国内外文献，以体验经济、餐饮营销、消费者行为等为理论基础，设计调查问卷，进行统计数据分析，了解消费者的餐饮消费行为。实证了体验经济下餐饮消费者注重更高级别的需求、非理性经济因素成为决策的注重点、喜欢独特的实地体验以及注重归属感的特点。文章通过对某咖啡馆的顾客的实证研究，并根据数据分析结果，提出基于体验经济视角的五种餐饮营销策略，进而针对咖啡馆的经营现状提出了具体的营销对策。

Abstract: The market competition food and beverage industry is increasingly fierce in mainland China during the experience economy era. As consumers pay more attention to experience the process of con- sumption, in order to develop a competitive marketing program, achieve the sustainable development of the food and beverage companies, we must insight into the individual needs of consumers. The purpose of study is to analyze the different customers’ behaviors of food and beverage by questionnaire. The questionnaire is designed by the literature review of experience economy, food and beverage marketing and consumer behavior. It described that food and beverage consumers focus on higher-level needs, irrational economic factors of decision-making and a sense of belonging. This paper accordance with the empirical study on the cafe and then the data were analyzed. It puts forward five food and beverage marketing strategies based on the results, and thus propose some specific marketing strategies for the cafe.