| As the domestic accommodation industry becomes more and more abundant,the economy hotel market becomes more and more homogeneous,and the economy hotel faces the bottleneck of industry development.Under the background of experience economy,consumers’ consumption concept has changed,and more attention has been paid to the experience of consumption process.The traditional marketing methods of economical hotels can not meet the diversified experience needs of customers.By attracting the senses of hotel customers and influencing their perception,judgment and behavior,sensory marketing has become a powerful booster to create customer experience value in budget hotels.The research on the sensory marketing strategy of economy hotels can provide certain reference value for the sensory marketing application of economy hotels.This article takes Fuzhou 7 Days Inn as the research object,uses the literature research method to carry on the combing to the domestic and foreign sense marketing related research,has explained the economical hotel,sensory marketing and so on related concepts,the paper also analyzes the sensory marketing background of Fuzhou 7 Days Inn.Based on the theories of sensory marketing and customer experience management,this paper analyzes the review data of CTRIP,and investigates the sensory marketing effect of Fuzhou 7 Days Inn by questionnaire and interview.The results show that there are some problems in Fuzhou 7 Days Inn,such as low sensory experience value,lack of sensory experience characteristics,weak sense of sensory experience service,and unsustainable sensory emotional connection.This paper further explores the reasons for the poor sensory marketing experience of Fuzhou 7 Days Inn,mainly due to the inadequate implementation of sensory marketing,the lack of integration and innovation of sensory marketing,and the imperfect sensory experience service,the management of customer experience is not perfect.In order to solve the problem of poor sensory marketing experience of Fuzhou 7Days Inn,this paper puts forward the following improving strategies: First,emphasizing the implementation of system sensory marketing from five aspects: visual marketing,auditory marketing,taste marketing,olfactory marketing,tactile marketing.Second,through the design of sensory experience theme,the formation of sensory experience brand,enhance the sensory brand effect of three aspects to shape a personal sensory brand.The third is to improve the quality of sensory experience service by developing sensory marketing service training,clarifying the standards of sensory experience service and creating sensory experience service culture.Fourth,through the analysis of the hotel customer experience needs,create the hotel customer experience atmosphere,Innovation Hotel customer experience management three ways to improve customer experience management. |
