毕业论文（设计）体验营销在肯德基中的应用与前景.doc

毕业论文
体验营销在肯德基中的应用与前景
题目: 体验营销在肯德基中的应用与前景
-——以青海肯德基为例
学生姓名: 何海旺
学号: 0634105109
指导教师: 杨娟丽
专业年级: 06级市场营销班
所在学院和系: 财经学院工商管理系
完成日期: 2010年6月4日
答辩日期: 2010年6月12日
摘要
21世纪以来,由于科学技术的发展,人类的生活水平和信息化水平逐步提高,原有的经济形式已经不能够满足现在人们的消费需求,人们为了追求那种值得回忆,并且让自己难忘的消费过程,因此体验营销便应运产生。体验营销作为一种新的营销方式,它重在让目标顾客观摩,聆听,尝试,适用等方式,使消费者亲身体验企业提供的产品或服务,从而使消费者认知,喜好并购买的一种营销方式。肯德基作为餐饮服务行业中的重要一员,它具有的与生俱来的体验要素与特性是开展体验营销的一大优势。但是青海地区的肯德基重在行销而没有发展体验营销,因此青海肯德基在营销方案有些弊端和不足,本文主要研究体验营销在肯德基的应用与发展,为其指导和梳理好营销策略,帮助其企业在今后发展中能够获得竞争优势,也帮助我国的一些弱势餐饮企业指明发展方向。
关键字:营销策略,体验营销,应用,肯德基
EXPERIENTIAL MARKETING IN KENTUCKY IN THE APPLICATION AND PROSPECTS
——CASE STUDY OF QINGHAI KENTUCKY
Abstract
The 21st century, as science and technology development, human standard of living and gradually raise the level of information, the original economic form is now no longer able to meet consumer demand, people in pursuit of that memorable, and memorable for their consumption process and therefore should be shipped produce marketing experience. Experience marketing as a new marketing approach, which lies to the target customers to observe, listen, try, apply, etc., so that consumers experience a product or service businesses, so consumer awareness, preference and purchase of a kind of marketing. KFC food service industry as a key member, the experience with the inherent characteristics of elements and is carrying out a major advantage of experiential marketing. However, Kentucky lies in Qinghai region without the development of marketing experience, marketing, marketing programs, therefore some of Qinghai KFC abuses and deficiencies, this paper studies the application of experience marketing and development at KFC, its direction and sort out good marketing strategy to help panies In future development, to gain petitive advantage and help the disadvantaged in our country catering enterprises specified in the direction of development.
Keywords: Application, Experience marketing, Marketing strategy, Kentucky
目录
1导论 1
研究背景 1