The Empirical Study Of Restaurant Experience Marketing Based On Customer Delivered Value

With the improvement of living standards and further food needs, when food and beverage industry coming into the twenty-first century, the rapid scale of the food and beverage industry developed in geometric at the same time, the competition is inevitable to the white-hot level. At present, as to the food industry, the main issues before the product is homogeneity,and that is serious, therefore,it is unable to meet consumer demand for innovative, how to formate personal experience strategy for the enterprises, how to win in white-hot competition in the market, the answer is competitive advantage.So a natural food company need to seriously study the marketing problems. Based on this current situation, the customer delivered value theory is used with experiential marketing in this new marketing concept marketing,so this research is carried out to cater business, which has strong practical significance,competitive advantage is from customer delivered value. Specifing to the catering business, food products must strive to improve customer value while reducing the cost of food products customers. Experience marketing theory requires the enterprises to attach great importance to the consumer experience, specifing to the catering business, catering business experience is itself an important inherent characteristics of food consumption. Throughout the process,what customers enjoy the food service is a typical experience process, therefore, experience marketing and catering industry have a natural link, food companies must pass a series of experiential marketing to meet the need of different customer experience, so as to realize customer delivered value, and thus, industy gains a competitive advantage.In this article, the author firstly explains customer delivered value theory and experiential marketing theory in detail, and then combines features of food and beverage industry, the author integrates two major theory into the experience marketing course as to develop useful guidance for the catering industry in the face of fierce competition, and then provide some direction for the healthy development. Specifing to this article, firstly the author describes the customer delivered value and experiential marketing theory, and then builds a conceptual model of this paper,then carries out further empirical research.