Study On The Brand Shaping Of Budget Hotel In China-Based On Customer Experience

Nowadays, in the economic environment of brand competition improving brand experience, consumer's behavior shows the demanding characteristics of the brand experience. Having a coherent, consistent and positive brand experience has become the main reason for keeping brand loyalty. The shaping brand based on the Customer Experience is also the important means of achieving competitive advantages between enterprises out of question. Along with the severity of the market competition, budget hotels have gradually enter into the buyer's market. The Strategy of Brand Value of Chinese Budget Hotel based on Customer Experience will provide a new direction for many enterprises.By integrating the relevant literatures, this paper concludes the relevant theories in the book "Experience Economy" of Joseph Pine II and James Gilmore and the book "Experiential Marketing" of Bernd Schmitt. Based on the combination of a large number of articles and examples, to argument the issues that how to consider the "customer experience" as the starting point for economic Brand hotels. Aimed at solving reasonable combination between the customer experience based on the concept of branding and the economy hotels brand to provide a explicit idea of brand development.This paper consists of five parts:Part I: Introduction. It dissertates the latest domestic and international headways, the background and significance and purposes and methods of brand of the budget hotel.Part II: Theoretical basis. It analyzes the theories of brand shaping and experience marketing as the theoretical basis for the following phase.Part III: The status quo, problems and constraints of budget hotel brand development. It analyzes the above questions on the basis of Budget hotel in nailing down the definition of budget hotel.Part IV: The market research analysis of the customer experience of budget hotel in China. By the statistical analysis of the questionnaires in Shanghai, Hangzhou, Chongqing and Chengdu, it finds out the elements which influence the customer experience of shaping the budget hotel brand in China.Part V: The innovation of the strategy path of shaping the budget hotel brand. On the basis of the research on demonstrations and theories, it constructs the strategy path of shaping the budget hotel brand.Part VI: The construction of the support system of shaping the budget hotel brand. Support system is the crucial factor for shaping brand.Part VII: Conclusion. It summarizes the main ideas and innovation of this paper, and puts forward the shortages and directions for the future.