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摘要：21世纪迎来了体验经济的到来，在旅游业的带动下我国酒店行业得到了迅速发展,然而在由于国外知名酒店进入中国，再加上酒店产品越来越相似,我国酒店行业进入了发展苦难时期。这时主题酒店一词为我国酒店行业照亮了前行之路。但是我国主题酒店开始的比较晚，经验远远不足国外类似的酒店,营销方面也不尽如人意。新经济下会产生新需求,体验就是新经济各个行业的新需求,我国也有必要在新经济下对主题酒店实施体验营销。23705
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本文采用以下步骤写成：第一，利用文献研究法,体验营销等的研究理论进行综述；第二，界定主题酒店并分析他的发展，得出体验营销在新经济的影响。第三，用SWOT分析得出体验营销在国内主题酒店实施理论上可行。随后本文阐述了体验营销五大模式和T P E S C策略，并将它应用到我国主题酒店中的具体措施。最后,通过江宁会馆案例分析,结合T P E S C策略提出对青岛市江宁会馆营销策略改进建议,增强本论文结果可信度。
关键词： 主题酒店 体验营销 新经济时代
The Analysis of Theme Hotel Experience Marketing Strategy under the Background of Experience Economy
Abstract
The experience economy way，after the agriculture, industry and service economy wave, comes. Driven by tourism, industry of hotel in China develops rapidly, but it enters the bottleneck on account of product homogeneity and the pressure from overseas well-known brand hotels. The emergence of theme hotel offers new chances and directions for our hotels. Compared with foreign hotels, our theme hotel was born too late and has experienced little, so the innovation of marketing methods is needed for it. The experience, as a kind of new consumer demand in this era, becomes market guidepost for all trades, so it is necessary for Chinese theme hotel to implement the experience marketing.
Firstly, this thesis summarizes the theory of experience economy as well as the experience marketing at home and abroad by researching literature. Next, on the basis of analyzing development of theme hotel in China, it concludes that it is effective the that put experience marketing into practice based on consumer demand changes in experience economy. Third, this thesis discusses implementing experience marketing in home theme hotel by the SWOT analysis, which includes strengths, weaknesses, opportunities, threats, and come to a conclusion that put experience marketing in home theme hotel into practice is feasible on theory. Then, this thesis relates and analyzes five experience marketing modes and its use in home theme hotel, the feeling marketing mode , the thinking marketing model, the action marketing model and the relationship marketing mode the emotional marketing model included on the basis of T P E S C strategy, which means designing attractive hotel theme, showing the theme hotel experience environment from detail, enhancing experienced value of the theme hotel's Product, paying more attention to the theme hotel's staff self and strengthening the construction of the theme hotel's channels. Finally, through analyzing the case of Jiangning Hall under the T P E S C strategy, to strengthen the practicality of this research, and make certain significance theme hotels.
Key words : The Experience Marketing, The Theme Hotel, New Economy Era
目录
一、 绪论 1
(一) 问题的提出 1
(二) 研究意义 1
1. 文献综述 1
2. 理论意义 1
3. 现实意义 2
(三) 研究方法 2
(四) 基本论点 2
1. 论点一 2