A Study On Food And Beverage Product Experiencing Design

Under the general situation of experiencing economy, it is a kind of strategic choice for catering enterprise to carry on the product experiencing design. It can meet customer's experience demand and obtain a kind of difference competition advantage and then obtain higher economic worth .The purpose of experiencing design is to make product of catering enterprise contain experience or turn the product of enterprise into experience at all. This paper according to the procedure of product experiencing design, have described the concrete implementation course of products experiencing design and market-based question of the experiencing product. It also put forward corresponding methods and tactics.According to the steps of proposing the problem, analysing the problem and solving the problem, the writer structured the system of the paper. In chapter one, the writer introduced the background of the experiencing economy at first, and then drew the subject for research of the paper, at last summarized the concept of experiencing design of catering products. Chapter two: the writer systematically recommended the theoretical foundation of catering products experiencing design such as experience economy, psychology, experience marketing etc. Chapter three: the writer analysed the value of catering product experiencing design at first, then provided the key element, the principle and the procedure of experiencing design. Chapter four is the most important one of the paper. The writer systematically analysed how to carry on the product experiencing design: firstly, discerned the customer's experience demand and confirmed the theme of the catering enterprise, then carried on the detailed argumentation from tangible product, service, environment according to the demand of theme, at last provided the concrete tactics, method of marketing and brand construction. In the last chapter of the paper the writer described the support system of experiencing design from setting up corresponding organization and control system.