基于SEMs的北京长安街W酒店体验营销研究  

Research on Experience Marketing in W Beijing Chang'an Based on SEMs

作　　者：翁鸣鸣[1] 赵若尧 WENG Ming -ming ZHAO Ruo-yao(Xiamen University Tan Kah Kee College,Zhangzhou 363105,China)

机构地区：[1]厦门大学嘉庚学院,福建漳州363105

出　　处：《物流工程与管理》2017年第5期154-156,共3页Logistics Engineering and Management

摘　　要：喜达屋集团旗下的自创品牌"W Hotel"作为奢华酒店市场中精品酒店的开创品牌,一向以"Whatever/Whenever(随时/随需)"著称,迎合了体验经济的需要。由于各种客观或主观的因素,北京长安街W酒店在体验营销方面还存在着一些问题。文中基于体验营销的SEMs模块,对北京长安街W酒店的体验营销现状和所存在体验营销方面的问题进行分析并提出相应解决方案。“W Hotel”,the self - created brand of Starwood, is the luxury hotel, which is famous for its “ whatever/ whenever”,meeting the needs of the experience economy. But due to various objective or subjective factors,there are many issues with the experience marketing in W Beijing Chang＇ An. Thisthesis based on SEMs module, analyzing the issues of experience marketing in W Beijing Chang’ An, and provide solutions to it.

关 键 词：精品酒店 W酒店 体验营销 SEMS 

分 类 号：F272.3[经济管理—企业管理]