顾客满意下咖啡馆体验营销模式探析.docx

1、顾客满意下咖啡馆体验营销模式探析顾客满意下咖啡馆体验营销模式探析摘 要科学技术的进步使得产品同质化加重，产品的同质化又推动了市场的激烈竞争，不可复制的体验显得尤为重要，企业只有把握好顾客真正的需求，提供给顾客优质的商品、人性化的服务、渴望的消费体验，让体验成为真正有价值的东西，才有助于企业在激烈的竞争中长存，在体验经济革命中，这已成为企业成功的关键所在。郑州是河南省的省会，是中原地区最大的城市，交通便利，经济发达，这也为咖啡馆的发展提供了良好的条件。咖啡馆作为人们休闲餐饮的场所，是都市人群缓解压力、休闲消遣的时尚之地，和朋友一起去咖啡馆聊天和交流的这种生活方式，受到了越来越多的消费者的喜爱。郑

2、州市咖啡馆想要得到长远的发展，就要在终端市场获得更多的顾客资源，良好的体验效果将成为顾客资源终端争夺战的有力武器。本论文以郑州市咖啡馆为研究对象。在理论分析中，对国内外体验营销相关理论和顾客满意理论进行梳理，结合郑州市的发展现状分析咖啡馆营销环境。在实证分析中，借鉴 Schmitt 的体验模块提出郑州市咖啡馆体验营销的模型，在该模型的基础上形成本论文的调查问卷，包含五个变量（咖啡馆感官体验、咖啡馆情感体验、咖啡馆思考体验、咖啡馆行动体验、咖啡馆关联体验）和 25 个二级因素指标，运用 SPSS17.0 软件对调查问卷的初始数据进行统计分析，得出咖啡馆顾客体验与顾客满意度之间的关系以及影响程度，

3、计算出郑州市咖啡馆顾客整体满意度，运用重要性-满意度四分图法将影响因素划分到四个象限，本论文主要对落入急需改进区的影响因素，提出更具有针对性的体验营销策略。研究结果表明：咖啡馆感官体验、咖啡馆情感体验、咖啡馆行动体验、咖啡馆思考体验、咖啡馆关联体验对顾客满意度均有显着的正相关关系，五个变量按对顾客满意度的影响程度从大到小排列：感官体验、情感体验、行动体验、思考体验、关联体验。在郑州市咖啡馆体验营销策略研究部分，根据重要性-满意度四分图将影响因素划分到不同的象限内，主要针对急需改进区的影响因素，提出优化咖啡馆顾客体验营销建议。通过研究，文章提出的具体对策主要包括以下五个方面：建立全方位的感官体验

4、策略；营造全新的情感体验策略；激发有创意的思考体验策略；打造多层次的行动体验策略；增强有感召力的关联体验策略。希望通过这些体验营销策略的实施，提高郑州市咖啡馆的顾客满意度，促进顾客忠诚的形成。最后，指出研究的局限性，对后续研究进行了展望。关键词：咖啡馆，体验，体验营销，顾客满意，实证分析ABSTRACTThe progress of science and technology makes the product homogeneity, and the homogenizationof products also promote the fierce competition in the m

5、arket. The unique experience is becoming moreand more important, enterprises only have a good grasp of the real needs of customers, to providecustomers high-quality products, humanized service, and consumer desire experience, can make theexperience something of real value, which will help rnterprise

6、s survive in the long and fierce competition.This has become the key to the success of the enterprise in the experience of the economic revolution.Zhengzhou, the capital of Henan Province, and the largest city in the Central Plains, which has theconvenient transportation and developed economy, which

7、 also has provided the good conditions for thedevelopment of the caf。 The cafe is a place for people to relax and dining, and is the fashion place of theurban populations entertainment, which has been more and more popular with consumers. If Cafeteriawant to get long-term development, it is necessar

8、y to get more customer resources in the terminal market.And a good experience will become a powerful weapon for customer terminal resource battle.This paper takes Zhengzhou cafe as the research object. In the theoretical analysis, the domesticand foreign experience marketing theory and customer sati

9、sfaction theory are analyzed. According to thestatusquo of the development of Zhengzhou to analyze the cafs marketing environment. In the empiricalanalysis, the model of experiential marketing of Zhengzhou coffee shop is proposed by the experiencemodule proposed by Schmitt. On the basis of the model

10、 form the questionnaire contains five variables and25 secondary factors. By using SPSS17.0 statistical software to analyze the initial data of the questionnaire,the relationship between experience marketing and customer satisfaction, the influence degree of the coffeeshop was obtained, and the overa

11、ll customer satisfaction degree of Zhengzhou coffee shop was calculated.By using the importance - satisfaction four points chart will affect the factors divided into four quadrants,influencing factors can be concluded that what factors are needed to be improved in Zhengzhous cafe.The conclusions of

12、this study are summarized as following: cafe sensory experience, cafe feelingexperience, cafe action experience, cafe thinking experience and cafe relation experience on customersatisfaction have significant positive correlation. According to the effect of the size on customer satisfaction,five vari

13、ables are arranged in the order of sensory experience, feeling experience, action experience,thinking experience, relation experience. In the section of experience marketing strategies of cafe inZhengzhou, according to the importance - satisfaction quarter Figure factors will be divided into differe

14、ntquadrants. Marketing suggestions are put forward for urgent need to improve the area of influencefactors.so as to help improve customer satisfaction and formation of customer loyalty. The paper gives therecommendations of the Zhengzhous cafe as shown: establish comprehensive sensory experience str

15、ategy;build new feeling experience strategy; stimulate creative thinking experience strategy; establish multi-levelaction experience strategy; enhance charismatic association experience strategy. In the end, this studyshows the limitations and future directions of this research.KEY WORDS: cafe, experience, experience marketing, customer satisfaction, demonstration analysis目 录摘 要ABSTRACT第一章 绪论1.1 选题背景及研究意义1.1.1 选题背景1.1.2 研究意义1.2 研究方法1.3 研究内容1.4 论文技术路线1.5 研究的创新与不足1.5.1 研究的创新点1.5.2 研究的不足之处第二章 文献综述2.1 体验营销的相关理论2.1.1 体验的内涵2.1.2 体验营销的内涵