Study On The Space Design Of Catering Brand Under The Experience Economy

Experience economy has become the market leading in today’s China market,Whether for consumers or businesses, the brand can be one of the most popular words in the modern society.Brand experience has gradually become an important competitive tool for catering brands,and it affects people’s choice.This paper analyzes the concept and dimension of brand experience under the influence of experience economy.And combined with the spatial design of catering brands, in order to find out how to affect the brand experience for the purpose.At the same time,for the future development of the catering brand made helpful suggestions, it has important practical significance for the design and development of catering brands.The factors that affect the experience, the space design strategy and the space design method are studied in this paper. The main research results are:1) Through the analysis of the experience economy, brand experience and space design theory,the definition and analysis of the "personal experience"(sensory experience, emotional experience and aesthetic experience)effect of dining space design and "shared experience"(space experience,experience, related experience) effect of dining space design.2) Through the influence of brand experience on the dining space design, the three point design strategy is summarized:Clear target market, highlighting the experience characteristics; Strengthen the connotation of the theme, improve competitiveness; Focus on the needs of change, create a new marketing model.Provide guidance for the design and construction of dining brands.3) Through the study of the dimensions of brand experience and other related factors, the design method of the space design of the catering brand under the experience economy was put forward::Create a brand’s story context;Outstanding brand’s "space of personality"; Emphasize the brand’s "personal experience".Pay attention to brand’s "sharing experience"; Grasp the brand’s "space atmosphere".The innovation of this paper lies in:1. From the current research trends, the scholars of the catering brand experience research is in the field of economics and marketing and other brand elements of the relationship between the study.The relationship between the brand experience of catering brands and the closely related stimuli is very little. This paper discusses the relationship between brand experience and space design of dining brand from a new perspective of space design, and puts forward a new idea for the study of catering brand experience.2. From the current research results, this paper enriches and develops the brand experience in the field of catering brand space design. Through the brand experience dimension and stimulusreference research, put forward the design strategy and design method for the interior space of catering brands under the Experience economy.