摘要步入新时代以来，我国餐饮行业发展迅速，随着国民生活水平稳步提高，人们的消费理念发生了巨大变化，消费者不仅对菜品口味、质量提出要求，用餐体验、以及服务的质量也成为了人们看重的因素。为了提升自己的经济效益，满足消费者日渐增长的消费需求，越来越多的餐饮从业者将提升自己的品牌价值和服务，提升客户的满意度作为长期追求的目标。洞悉消费者的消费需求，从供给侧入手，以消费为导向发展生产不仅是经济发展战略中十分重要的一个环节，同时也是餐饮行业从业者与时俱进，在时代浪潮中历久弥新的有力武器。只有这样，企业才能发挥自己的优势，将自己做大做强，才能在激烈的竞争中赢得一席之地。本文从四川海底捞餐饮股份有限公司入手，剖析其企业文化以及品牌优势，并分别从从感觉、情感、思考、行动和关联等方面对海底捞的体验式营销进行分析。针对海底捞存在的一些问题进行研究以及并有针对性提出改进策略。根据不同消费者的不同需求提供不一样的服务，在海底捞的一些服务中从细微处与消费者建立情感纽带，从而提升消费者的忠诚度和满意度。关键词：体验营销；餐饮行业；海底捞I英文摘要ABSTRACTSinceenteringthenewera,mycountry’scateringindustryhasdevelopedrapidly.Aspeople’slivingstandardshavesteadilyimproved,people’sconsumptionconceptshaveundergonetremendouschanges.Consumershavenotonlydemandedthetasteandqualityofdishes,butalsothequalityofdiningexperienceandservice.Factorsthatpeoplevalue.Inordertoimprovetheireconomicbenefitsandmeettheincreasingconsumerdemandofconsumers,moreandmorecateringpractitionerswillenhancetheirbrandvalueandservices,andimprovecustomersatisfactionastheirlong-termgoals.Insightintoconsumerdemand,startingfromthesupplyside,consumption-orienteddevelopmentofproductionisnotonlyaveryimportantlinkintheeconomicdevelopmentstrategy,butalsoapowerfulforceforpractitionersinthecateringindustrytokeeppacewiththetimesandstaynewinthetideofthetimes.arms.Onlyinthiswaycancompaniesgiveplaytotheiradvantages,makethemselvesbiggerandstronger,andwinaplaceinthefiercecompetition.ThisarticlestartswithSichuanHaidilaoCateringCo.,Ltd.,analyzesitscorporatecultureandbrandadvantages,andanalyzesHaidilao’sexperientialmarketingfromtheperspectivesoffeeling,emotion,thinking,actionandassociation.ResearchonsomeoftheexistingproblemsofHaidilaoandputforwardtargetedimprovementstrategies.Accordingtothedifferentneedsofdifferentconsumers,differentservicesareprovided.InsomeservicesofHaidilao,emotionalbondsareestablishedwithconsumersinsubtleways,therebyenhancingconsumerloyaltyandsatisfaction.KeyWords：experiencemarketing;cateringindustry;HaidilaoII英文摘要目录1绪论..................................................................................................11.1研究背景..................................................................................................11.2研究现状..................................................................................................11.3研究目的..................................................................................................11.4研究方法..................................................................................................21.5研究意义..................................................................................................21.5.1理论意义.......................................................................................................21.5.2现实意义.......................................................................................................22理论概述...................................
