Applying Experiential Marketing Perspective to Explore the Marketing Strategies for Japanese Restaurants

• Main Authors: Ting-Chen Chang, 張庭晨
• Other Authors: 作者未提供
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/56832119655535690099

碩士 === 銘傳大學 === 企業管理學系碩士在職專班 === 103 === In recent years, with the increase of national income and changes of the economic structure of the society, people’s eating out behavior has grown rapidly in Taiwan. There are various exotic cuisines in Taiwan, and Japanese cuisine is the favorite style for Taiwanese. The competition among Japanese restaurants is also heaviest. Therefore, Japanese restaurants may not satisfy consumers if they view all consumers as rational and use marketing strategies that focus solely on the products. Instead, Japanese restaurants should focus the marketing strategy on consumer experiences to appeal customers’ senses and provide added values to satisfy consumers. This study utilized the experiential marketing framework proposed by Schmitt (1999) to investigate the marketing strategies for Japanese restaurants. The experiential marketing framework consists of five dimensions, including sense, feel, think, act, and relate. The methodology was based on focus-group interview. In order to survey the opinions of different consumer groups, two groups (students and office staffs) with the Japanese restaurant experiences were selected. For each group, six consumers were invited to participate in the interview. Based on research findings, this study provided the following suggestions to Japanese restaurants: 1. Identifying the target markets 2. Focusing on consumers’ sensory experiences 3. Offering comprehensive services 4. Providing various Japanese food 5. Creating experiential consumption environments for customers 6. Building good relationships with customers and utilizing experiential medias 7. Serving customers actively and charging reasonable service fees