酒店婚宴剧场模型构建与体验营销模式研究  

A Study of Hotel Wedding Banquet Theater Model and Experience Marketing Model

作　　者：王志文[1] 

机构地区：[1]桂林理工大学旅游学院,广西桂林541001

出　　处：《价格月刊》2013年第9期63-65,共3页

基　　金：广西高等教育教学改革工程立项项目"泛北部湾区域经济视野下旅游管理专业应用型人才培养改革与实践(编号:2010JGA033)

摘　　要：通过概括酒店婚宴的概念并利用产品理论对其层次进行剖析,得出酒店婚宴的特征:纪念性、象征性、情境性、社交性、时间集中性和消费频率唯一性。然后基于剧场理论研究了酒店婚宴舞台要素,构建了剧场模型。最后结合体验营销,综合概念、产品、特征和剧场模型,在空间和时间维度上对于酒店婚宴体验营销模式进行了探讨。This study outlines the concept of hotel wedding banquet, analyzes it＇s different levels using product theory, and consequently summarizes the wedding banquet characteristics, which are commemorate, symbolization, situationality, so- ciability, and One-off consumption. Moreover, based on theater theory the Wedding Banquet Theater Model is built after studying hotel wedding banquet＇s stage elements. Finally, combining with experience marketing, integrated concepts, products, features and theater model, the paper discusses the hotel wedding banquet Experience Marketing Model on space and time di-mensions.

关 键 词：酒店婚宴 剧场模型 体验营销模式 

分 类 号：F713.5[经济管理—市场营销]