The Research On The Application Of User Experienc-oriented Sensory Marketing In Coffee Shop Design

With the improvement of living standards,buying habits are also changing gradually.Compared with the previous focus on product quality and function,consumers increasingly value whether the products they buy are suitable for their taste and personality.In this case,whether the product or service can trigger the desire and enthusiasm of consumers through sensory marketing,and then trigger the change of consumer behavior,has become one of the important contents that operators pay attention to.This paper on the user experience and the existing theory of sensory marketing and analyzed,based on the user consumption experience,combined with xinxiang city four cafe(grinding time coffee shops,antique fruit coffee shop,sunflower coffee shop,a guest coffee shop)sensory marketing research and application of the observational method and case studies and a series of method study.Research of this thesis is mainly the following several aspects: first,using the method of observation,through the consumers' experience in a coffee shop to look at the four urban coffee shop in the form of research,including statistical analysis of the coffee shop within the types of consumers in a series of specific consumption experience types of consumer groups and participation,and analysis of consumers' experience mode and the internal connection of the coffee shop environment.Secondly,five senses marketing(vision,smell,hearing,touch and taste)were applied to analyze four coffee shops in xinxiang city.Finally,four coffee shops in xinxiang city are evaluated and summarized.At the same time,the strategies and Suggestions on how to optimize the sensory marketing of coffee shops are put forward.Through analysis,it is found that sensory marketing USES different marketing methods to convey brand value and image to consumers,so that products or brands can be clearly distinguished in the competition and consumers can get better consumption experience.The results further show that in all marketing activities,adhering to the user experience as the center,from the five sense marketing(vision,smell,hearing,touch and taste)mode,can provide consumers with more optimized service experience.