摘 要主题餐厅是欧美国家非常流行的餐厅形式，第一家主题餐厅出现在20世纪。它往往围绕一个特定的主题对餐厅进行装饰，甚至食品、服饰、装饰品都与主题呼应。主题餐厅顾客相比其他餐厅，更加追求顾客感知价值的实现。因此，主题餐厅需要重视顾客感知价值的管理。88135

本文首先对主题餐厅概念，类型和顾客感知理论及特性进行了总结梳理。其次，采用案例分析和访问调查，浅探了顾客感知价值影响因素，提出主题餐厅顾客感知价值四大影响要素类型和2个相关研究假设。再次，在杭州地区发放问卷，对数据进行整理，并使用社会科学统计软件进行数据分析，得出主题餐厅顾客感知价值影响要素，分别是菜品价格合理、促销力度、菜品味道及口感、用餐氛围令人舒适、价格标识明确、周围有大型商场超市、餐厅周围交通便利、停车方便，同时也验证假设。最后，针对主题餐厅顾客感知价值管理提出对策。

毕业论文关键词：主题餐厅； 顾客感知价值；影响因素；发展对策

Abstract Theme restaurant is very popular in the western world, the first theme appeared in the 20th century。 It often revolve around a specific theme restaurants for decoration, even the food, clothing, ornaments and theme echo。 Themed restaurant customers than other restaurant, more the pursuit of the realization of customer perceived value。。 Theme restaurants, therefore, need to attach importance to the management of customer perceived value。

 In this paper, the concept of theme restaurants, types and customer perception theory and characteristic are summarized。 Secondly, using the case analysis and interview survey, shallow explore the factors affecting customer perceived value, put forward the theme restaurant customer perceived value types of four major influence factors and two related research hypothesis。 Again, a questionnaire in hangzhou region, to organize data, and uses the social science statistical software for data analysis, draw a theme restaurant customer perceived value influence factor, food prices are reasonable, promotions, food flavor and taste, comfortable dining atmosphere, the price is identifiable, surrounded by shopping malls supermarkets, restaurants around transport facilities, parking is convenient, also verify the hypothesis。 Finally, in view of the themed restaurant customer perceived valuemanagement countermeasures are put forward。

Key  words:  Theme  Restaurant;  Customer  Perceived  Value;  Factors; Development Countermeasures

目    录

引言 1

一、相关概念界定及理论概述 1

（一）主题餐厅概念及类型 1

（二）顾客感知价值含义及特征 1

二、 案例分析及访问调查 3

（一）案例分析—杭州马桶主题餐厅 3

    1、马桶餐厅简介 3

    2、“马桶”的成功之处 3

    3、“马桶餐厅”的失利及原因 3

    4、结论 4

（二） 访问调查 4

    1、访问调查对象及内容 4

    2、访问调查结果 4

三、提出假设 5