酒店业体验营销应用研究(XX假日酒店为例).rar

摘要：随着经济的增长和科技的进步，人们在繁重的工作之余，渴望得到一种全新的体验。体验营销就是体验经济时代下诞生的一种以“顾客为中心”的全新的营销模式，与此同时，酒店数量的快速增长，使得酒店业的竞争日益激烈，在这样的前提下，酒店业想要更好的生存，就必须从传统营销方式向体验营销方式转变，进一步开展体验营销。本文通过诠释体验营销的特征、本质，分析了体验营销的五种营销模式，即感官营销、情感营销、思维营销、行动营销和关联营销，剖析了酒店业体验营销存在的问题，在此基础上提出酒店业体验营销的应对策略，包括设计酒店体验主题、提升酒店服务价值体验、展示酒店有形物、营造互动氛围以及员工培训。最后，以常州武进假日酒店为例，通过体验营销在酒店的应用，分析酒店在运用体验营销时存在的问题，提出改进建议。关键词：酒店业；体验营销；体验价值

Abstract:With the development of economy and society, more and more people want to experience a different new life. The experience marketing is one brand-new marketing way, which is born under the experience economical time. At the same time, the hotel develops rapidly in recent years, hotel industry face with the serious and competitive intense. It is important to transfer from the traditional marketing way to the experience marketing, which is truly taking to the customer as the central experience influence. This article through the interpretation of the experience marketing characteristics, essence, analyzes the experience marketing five marketing models, including the sensory marketing, the emotional marketing, the thinking marketing, the action marketing and the related marketing. Analyzes the problems existing in the hotel industry about experience marketing, put forward the strategy about hotel industry experience marketing. Finally, through the Holiday Inn Changzhou Wujin, to the experience marketing application in the hotel, analysis of the problems of the hotel in the use of experience marketing, put forward the improvement suggestions.

Key words：Hotel industry; Experience Marketing; Experience value

酒店服务本质上是为酒店顾客提供的一种或多种经历和体验。酒店服务的这种体验本质，决定了酒店服务者不因指仅仅提供关乎酒店服务质量的东西，而应更关注顾客的体验质量。对于酒店而言，员工，顾客，服务场景，服务过程等都会影响顾客的酒店体验利益以及体验感知和满意水平，可见酒店服务是员工与顾客共同协作的过程。作为酒店的服务者，应该认识到体验营销对于酒店的重要性。因此，酒店应从体验营销的模式，酒店主体的设计，体验价值的提升，酒店展示，酒店氛围营造，员工体验内化等多个方面，全方位开展体验营销，为提升酒店服务的竞争力提供有力的支持。