Study On The Experience Marketing Strategy Of Cafe Based On Customer Satisfaction

The progress of science and technology makes the product homogeneity, and the homogenization of products also promote the fierce competition in the market. The unique experience is becoming more and more important, enterprises only have a good grasp of the real needs of customers, to provide customers high-quality products, humanized service, and consumer desire experience, can make the experience something of real value, which will help rnterprises 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 the convenient transportation and developed economy, which also has provided the good conditions for the development of the café. The cafe is a place for people to relax and dining, and is the fashion place of the urban population’s entertainment, which has been more and more popular with consumers. If Cafeteria want to get long-term development, it is necessary 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 domestic and foreign experience marketing theory and customer satisfaction theory are analyzed. According to the statusquo of the development of Zhengzhou to analyze the café’s marketing environment. In the empirical analysis, the model of experiential marketing of Zhengzhou coffee shop is proposed by the experience module proposed by Schmitt. On the basis of the model form the questionnaire contains five variables and 25 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 coffee shop was obtained, and the overall 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 Zhengzhou’s cafe.The conclusions of this study are summarized as following: cafe sensory experience, cafe feeling experience, cafe action experience, cafe thinking experience and cafe relation experience on customer satisfaction have significant positive correlation. According to the effect of the size on customer satisfaction, five variables 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 in Zhengzhou, according to the importance- satisfaction quarter Figure factors will be divided into different quadrants. Marketing suggestions are put forward for urgent need to improve the area of influence factors.so as to help improve customer satisfaction and formation of customer loyalty. The paper gives the recommendations of the Zhengzhou’s cafe as shown: establish comprehensive sensory experience strategy; build new feeling experience strategy; stimulate creative thinking experience strategy; establish multi-level action experience strategy; enhance charismatic association experience strategy. In the end, this study shows the limitations and future directions of this research.