Study On The Experiential Marketing Strategy At Boutique Hotel

With the continuous high-speed development of economy in our country,the third industry led by tourism in the recent ten years has a new development of opportunities.The vigorous development of tourism has caused compettion pattern of the hotel industry in China into the white-hot stage.The public budget hotel chain with low price,economical and practical,and high star-rated hotels with high-end luxury and high price have become the development trend, which take up 80% of our hotel industry market.In such a market environment,if the boutique hotel want to become a new force suddenly rises and hold a place, it needs to constantly explore a marketing approach that is suitable for its own development.The arrival of the experience economy provides a new model for economic development. In the process of consumption, more and more people pay attention to consumer experience. Experience consumption is more and more be accepted by the people. Therefore, experience marketing arises at the historic moment. In this paper, by analyzing the necessity of the experience marketing carried out in the boutique hotel,structuring the experience marketing strategy model, an experience marketing strategy design and perfect measures for boutique hotel are put forward. Taking the Crystal Orange Hotel as a successful case, correlative strategies of experience marketing performed in the boutique hotel are further summarized.In this paper,the first part is the introduction,which includes background and significance,literature reviews,research methods and framework,and article innovation;The second part is the boutique hotel experience marketing theory research,to clarify the relevant concepts of experience marketing and boutique hotel,meanwhile,to study the experience economy theory,customer experience value theory and emotional marketing theory;The third part is boutique hotel experience marketing strategy design and measures,analyze the necessity of the experience marketing carried out in the boutique hotel,and puts forward the model building of experience marketing in the boutique hotel,on the basis of the model,designs the experience marketing strategy and perfect measures for the boutique hotel.In the fourth part,select the Crystal Orange Hotel in the boutique hotels as a successful case to carry out the experience marketing and discussion, and sum up how a boutique hotel can truly remain invincible by carrying out the experience marketing.Finally,based on the research results,make a summary and its prospect,in order to offer a reference for future researchers.