Research On Experience Marketing Strategy Of A Catering Company

In recent years,hot spot catering industry has become a hot button for investment and entrepreneurship with its unique advantages.As an important category of catering,hot pot is especially sought after because it is easier to establish and operate,followed by the intensification of competition in the industry.The integration of the Internet and the general trend of experience economy have not only created more and more chain catering companies,but also changed the consumption concept and dining habits of customers,and brought many challenges to hotpot catering operators.This paper chooses A catering company,which is mainly engaged in sichuan hot pot chain,as the research object.The company is faced with serious business problems such as shrinking scale and declining profits.The customer experience of the brand continues to get worse,and there are obvious defects in experiential marketing strategy.Based on my entrepreneurial experience in joining the brand and from the perspective of catering experience marketing,the author analyzes the current situation of Company A from five aspects of the five elements of experience marketing strategy,including emotion,thinking,action,sensory and association.And analyzes the internal and external environment of the company through PEST model and Porter’s Five Forces model.Then find the reasons for the problems in the experience marketing strategy of A catering company,and put forward targeted and operable optimization suggestions.This paper uses a variety of research methods,including quantitative research method,case study method,normative research method,qualitative research method,field investigation method,literature research method.Through research,this paper believes that there are some problems in A catering company,such as lack of distinctive sensory experience,lack of thinking experience,lack of action experience,incomplete emotional experience and unsystematic related experience.We should improve the experience marketing strategy by enhancing the brand experience,optimizing the situational experience,enhancing the event strategy experience,enhancing the immersion strategy,deepening the experience impression of consumers,and optimizing other extension strategies,and follow the 4I network marketing strategy of the principle of interest,the principle of interest,the principle of interaction,the principle of personality.At the same time,the company should provide guarantee for this strategy in product technology,personnel training,operation management and enterprise culture.Through the practice summary and problem analysis of the experience marketing strategy of A catering company,this paper hopes to theoretically supplement the new pattern of the catering industry and the research ideas on customer experience under the experience economy.And in practice,provide universal suggestions for the establishment of customer experience thinking in restaurants.