顾客体验视角下的民族特色餐饮品牌形象提升研究——以傣味为例  

From the perspective of the customer experience to reserch the national catering brand image promotion——as Dai flavor for an example

作　　者：高核[1] 冯明亮[1] 赵璋[1] 

机构地区：[1]云南大学工商管理与旅游管理学院

出　　处：《旅游研究》2015年第1期89-94,共6页Tourism Research

基　　金：云南大学研究生科研创新项目(ynuny201380)阶段性成果之一

摘　　要：为改善傣族餐饮品牌形象,从顾客体验视角,选取昆明的10家傣族餐饮企业进行抽样调查,分析傣族餐饮顾客的基本特征以及影响其顾客体验的关键因素。在数据分析的基础上,从加强市场拓展、提高顾客体验价值和突出文化特色三个方面,提出提升傣族餐饮品牌形象的具体策略。To improve Dai catering brand image, enhance their market competitiveness, from the perspective of customer experience, we select 10 Dai catering enterprises in Kunming as a sampling investigation, and find out the basic characteristics of Dai restaurant customers as well as the key factors that affect the customer experience. On the basis of data analysis, the concrete policies to promote the image of Dai catering brand are put forward from three aspects, namely, strengthening the market development, improving the customer experience value and highlighting the outstanding cultural features.

关 键 词：傣族 品牌形象 顾客体验 体验价值 

分 类 号：F719.3[经济管理—产业经济]