Exploring the Experiential Marketing Strategy of the Composite Vegetarian Coffee Shop–The case study of Zuo You Vegetarian Coffee Shop

• Main Authors: Ke - Jhen Chen, 陳可臻
• Other Authors: Cheng - Lung Li
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/p36x5q

碩士 === 崑山科技大學 === 企業管理研究所 === 103 === Due to the rise of environmental vegetarian and healthy vegetarian, so more and more diverse vegetarian restaurants. In the service-oriented era, to do everything to meet the needs of consumers in the market to be competitive. Restaurant complex is the trend of the general level, plus since the arrival of foreign chain of coffee shops, it led to the domestic coffee market. Regardless of today's consumer chat, talk business, usually choose Café, and stressed that the product is not only coffee, coffee shop experience. In substance abundant, technological advances and innovative environment, for only the constant pursuit of material has been taken for granted, and people have a wealth of emotion and perception, In the consumption process, consumers concerned about in addition to material satisfaction, as well as the process arising a variety of feelings, It contains affect people, and objects between the generated touch, experience has become a marketable commodity economy. In this study, composite coffee vegan restaurants - The case study of Zuo You Vegetarian Coffee Shop.In experiential marketing five facets Schmitt (1999) proposed by the senses, emotions, think, act, and the associated. The way in-depth interviews with operators , adopt semi-structured interviews, Consumers Adopt way of questionnaires analysis, Evaluation by the experiential marketing tool designed to ask items. In case study collection of data methods to gather information. Finally with this type of vegan restaurant recommendations in five experiential marketing structure surface.