The Strategy Analysis and Planning of Aesthetics Restaurant's Experience Economy in the Internet Era─A Case Study of P Restaurant
| Autor: | Kuo, Chia-Ling, 郭珈伶 |
|---|---|
| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 With the progress of times, science and technology have been changing rapidly, the inheritance of culture has gradually aroused the attention of all enterprises. Thus, the most related culture for people is considered the food tradition. In recent years, healthy eating has also become a trend in the catering industry. Nowadays People are more and more particular about maintaining the quality of meals, the aesthetic of restaurant and marketing strategy are all the keys that whether the business can Keep ahead of the competition and uniqueness. In order to meet diverse and deep consumer demands, traditional cuisine could survive through continuous transformation and innovation to take place in the industry. With the coming of the Internet era, enterprises compete to be the best. Therefore, how to stand out among enterprises has been the priorities of enterprises, the main focus. By the virtue of this trend, more diversified marketing multi-channels in contact with the diversified market. Marketing platforms could be more diverse through the Internet, brand building, brand extension, and promotion; it is easier than ever before but increasingly competitive, by the virtue of trend. Also, aesthetics has been integrated into the lives of consumers because of the continuous improvement of the social and cultural level, companies are more and more emphasis on aesthetics in all aspects. Thus, aesthetics marketing has become an indispensable in strategy plan of marketing. If marketing strategy can be drafted in the three aspects of marketing: aesthetic marketing, experiential marketing, digital marketing to become one of the main marketing strategies, not only to increase consumers' desire to purchase but also increase the number of repeat visitors. The research background of this thesis indicates the changes of Taiwanese traditional cuisine, Internet era, and purchase behaviors. Regarding the research background mentioned, the purpose of this thesis is to discuss how aesthetics marketing and experiential marketing in this internet era are relatable to different essential factors and eventually, establish a practical marketing strategy based on the analysis of P restaurant’s marketing strategy. Also from the three perspectives of the following marketing aspects: aesthetics marketing, experiential marketing, and digital marketing, through inquiring into domestic and foreign marketing literature to analyze and discuss different aesthetics marketing strategies: Aesthetic Economy, Aesthetics Marketing, Spatial Aesthetics of Aesthetic Marketing Strategy. Adopting different experience forms to achieve the most marketing advantages and benefits through the Five Strategy Experiential Modules of Experience Marketing - Senses Experience, Emotion Experience, Thinking Experience, Action Experience, Relevance Experience. By analyzing digital marketing products such as Facebook, Google, Line@ to achieve corporate digital marketing effectiveness. Furthermore, based on the research method-decision matrix method, formulate an effective and feasible restaurant marketing decisions, put forward the new catering industry with high market competitiveness- marketing strategy of traditional cuisine. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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