Old Experience Of The Catering Enterprises Marketing Strategy Research

The Chinese historical restaurant brands are not only have a long history with the great reputation, but also represent the traditional diet culture of our country. However, the situations with many of these enterprises are not so good at today's gradually fierce competition in diet industry, and some even go bankrupt. Therefore, besides inherit the tradition, it is more important for our historical restaurant brands to innovate continually. As a new marketing pattern, experiential marketing is not only well met the needs of human nature, but also a good means for enterprises to seize the consumers. Because of its own unique advantages, experiential marketing has got a rapid development and shown strong vitality. Moreover, the diet industry itself is an industry full of experience and also be fit for developing experience. With the background of experience economy, if our historical restaurant brands can make marketing innovation to meet the changes of the diet consumption through kinds of experiential marketing based on their own advantages, can shape and advance the value of historical brands through unique diet experience and culture experience which designed for consumers, then, our historical restaurant brands will get a continuous development with more energy.The main purpose of this paper is try to develop a set of experiential marketing pattern and strategies for our historical restaurant brands, which is based on the research of experiential marketing theory, the analyses of the advantages of historical restaurant brands itself and the changes of diet consumption, etc. And this research is also mainly on a basic thinking for developing our historical restaurant brands which called "advancing brand through experience".This paper is mainly composed of six parts. The first chapter introduces the background and the significance of the research, then introduces the study condition of experiential marketing in and out of China, besides that it also introduces the main points and the methods of this paper. In the second chapter, the basic theory and some other relative concepts of historical restaurant and experiential marketing are introduced, and this part is the paper's theoretical foundation. The third chapter is a transition, it analyses the competition of our diet industry, the characteristic of the historical restaurant brands and the changes of the diet consumption, and it will prepared for the following research. As the core part of this paper, the fourth chapter provides a new experiential marketing pattern and a set of strategies for our historical restaurant brands. And in chapter five, a typical case of using experiential marketing strategies in our historical restaurant brands is also chose to study. In the last chapter, there is a conclusion of the paper, and the prospect of the further research is also given.