The Research On The Product Of Theme Restaurant Based On The Theory Of Experience

With the coming of experience economy era, theme restaurant is more and more popular among the general public, and it shows unique style among all the restaurants. Theme restaurant avoids the homogeneous competition of food and beverage industry, by not only providing food and beverage service, but also giving customers a theme of cultural experience. But there are still many problems existed with theme restaurant products, such as lacking experience. However, the experience is an important characteristic of theme restaurant, so the research of theme restaurant experience products is critical important. Based on theory of experience economy, this thesis researches the design of theme restaurant's experience products.Firstly, this thesis analyzes the current situation of theme restaurant's products. Although there are some developments, such as paying attention to the design of consumption environment, improving the sense of services around a motif, but there still are many problems existed. The experience consumption environment is immature. The experience of the tangible products is missing, and it lacks product differentiation with other ordinary restaurants. The service product is single, and also lacks experiential factors.Secondly, this thesis analyzes the design basis of the theme restaurant's experience products, including marketing research, experience ways and design principles. The ways to experience design include customers'psychology and customers'participation. And the principles of experience product design include the consistency with the culture of the theme, focusing on the nutrition and health of the food, the overall design of experience products to meet customers'sensory experience, and the psychological changes of customers.Thirdly, this thesis discusses the design of theme restaurant's experience product from three major aspects: tangible products, consumption environment, and restaurant service. Tangible products are designed from the following parts: menu, dishes, tableware, theme souvenirs. Aiming at the dishes of theme restaurant tangible products, this article researches the formation of its color, flavor, taste, appearance, nutrition, health and vitality. This thesis makes research on the consumption environment from two aspects, including both the internal environment and external environment aspects. External environment experience design focuses on building exterior design and logo design, while internal environment experience design focuses on the following parts: space, furnishings, lighting, colors, materials, and music. Restaurant services are designed from the two aspects of general service and theme activities.Finally, this thesis researches and analyzes the implementation of theme restaurants'products, including making regulations, strengthening quality control, emphasizing cost control, and implementing experiential marketing.