|
After the agriculture, industry and service economy wave, the experience economy way comes. Driven by tourism, our hotel industry develops rapidly, but it enters the bottleneck because of the pressure from overseas well-known brand hotels and product homogeneity. The emergence of theme hotel offers new directions for solving such series problems. Compared with the overseas well-known brand hotels, our theme hotel is too young and inexperienced, so its marketing concept and marketing methods need to be innovated. As a new consumer demand in this era, the experience becomes market guidepost for all trades, so it is necessary for our theme hotel to implement the experience marketing.Firstly, this paper uses literature research to summarize the theory of experience, experience economy as well as the experience marketing internal and external, which is the research foundation. Next, on the basis of analyzing the concept and development of our theme hotel, it concludes that the experience marketing is an effective way coping with consumer demand and behavior changes by experience economy. Second, this paper discusses implementing experience marketing in our theme hotel by the SWOT analysis, which includes measures dealing with strengths, weaknesses and opportunities, threats, and points out that implementing experience marketing in our theme hotel is feasible on theory. Then, this paper expounds measures using five experience marketing modes in our theme hotel, such as the feeling marketing mode, the emotional marketing model, the thinking marketing model, the action marketing model and the relationship marketing mode. What’s more, it puts forward TPESC strategy, which means designing attractive hotel theme, enhancing experience value of the theme hotel’s product, showing the theme hotel experience environment from detail, paying attention to internalizing the theme hotel’s staff and strengthening the construction of the theme hotel’s channels. Finally, through analyzing the first-hand data from the case of Jiangning Hall, which was studied by the author, several improvements are raised under the TPESC strategy, in order to strengthen the practicality of this research, and make certain significance on same type hotels.
|