Research On Experience Marketing Of My Country's Time-honored Catering Companies

The time-honored catering enterprises in our country,not only has a long history,but also the representative of traditional Chinese food culture,but in the catering industry competition is so fierce today,there are still many old shop dining enterprise's elimination,old enterprise management situation is grim.Time-honored catering enterprises in the process of actual operation,there are a series of problems such as lack of modern management system,products rely too much on experience,innovation,insufficient,lack of modern marketing concept and not to take the initiative to promote their own brands,for their own enterprise culture value seriously insufficient,etc.In this situation,enterprises must take into account changes in consumer demand and adjust accordingly to such changes in order to survive and develop.The application of experiential marketing is one of the countermeasures for enterprises to adapt to market changes.The writing intention of this article is to find out the existing problems through the analysis of the experience marketing of the one hundred year old brand restaurant brand.And with the form of questionnaire,collect customer experience marketing information on floor brands(including sensory experience,emotional experience,interactive experience,entertainment experience,etc.)for statistical description reflected through the questionnaire information,and other information to obtain the author personally investigation,causes of the problems was on the floor and atteation.The questionnaire showed that the consumer basically recognized the overall visual design of the month building,but the outdoor style was too modern,which was not conducive to the visual sense marketing.At the same time,there is a problem of"big smoke" and "noisy environment" in the sense of sense and hearing experience.Second,although most customers have a positive mood change on the monthly floor,20%of the customers still have a negative evaluation.For the interactive marketing section,there is a huge room for improvement.The questionnaire shows that nearly half of the people have never heard of any interaction projects and activities of the Yue Lou.Finally,only 6%of the customers thought it was "interesting" to have dinner on the month floor,and the month floor also had room for promotion in the entertainment experience marketing.Aiming at these problems,this paper puts forward optimization measures on sensory marketing,emotional marketing and cultural marketing respectively,and finally comes with safeguards to promote the effectiveness of optimization strategies.