Research On Brand Communication Mode Of Hotel APP Experiential Marketing

With the development of society and economy, the times of experience economy, in which customers tend to pursue their individual and emotional needs has already come. By offering “experience” elements, experiential marketing appears as a new markeing mode. With the homogenization of competition in hotel industry, hotel companies have to value “experience” to establish their own brand. With the popularization of Mobile Internet, a kind of new media, mobile application(APP) brings both opportunities and challenges to hotel industries for its advantage of fast information communication and better information interaction as well as the diversity of information format. Seen from current state of hotel industry, the APP brand experience design can just satisfy customers’ low level functional needs and most of the customers are not satisfied with their experience when using a hotel APP. It’s hard for companies to achieve success in the process of brand establishment. Through appropriate brand experience design, especially sensory brand experience design and social brand experience design, this thesis aims to develop a brand communication mode, in which hotel companies act under the guidance of customer value and for the purpose to gain customer brand loyalty.This thesis mainly adopts a quantitative method combined with a qualitative method. On the basis of former scholars’ research, it develops a theoretical framework and establishes a few hypotheses. In addition, this thesis collects data with a questionnaire instrument to implement an empirical study of hotel industry. In respect of data analysis, it utilizes SPSS 22.0 to carry on regression analysis mainly and other related statistical analysis method to capture the current state of brand experience design, exploring the relationship among brand experience design, customer experiential value and brand loyalty.In this research, it can be conclueded that: firstly, in current brand experience design, functional brand experience design is the best developed compared with sensory brand experience design and social brand experience design; secondly, both sensory brand experience design and social brand experience design have positive influence on customer brand loyalty, especially sensory brand experience design; thirdly, customer esthetic value and social self-worth have intermediary effect in the relationship between customer brand experience design and brand loyalty; seen directly, esthetic value shows more direct influence on customer brand loyalty; fourthly, from the standpoint of brand communication effect, customer brand loyalty in attitude influences behavior brand loyalty positively; at the same time, emotional brand loyalty of customers has more influence on behavior brand loyalty compared with cognitive brand loyaty.Therefore, as the brand communication mode with APPs, hotel companies should optimize brand experience design, especially sensory brand experience, to achieve customer behavioral brand loyalty with customer aesthetic value, socially individual value as the guidance and the emotional factor as a bond.This thesis acts as a practical guide of hotel companies when they implement brand experience communication and combines experiential marketing and brand communication strategy of hotel companies creatively. Besides, it enriches both virtual experiential marketing research and new media brand communication research.