基于体验的主题餐厅产品研究
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摘要
伴随着体验经济时代的到来,主题餐厅越来越受到大众的喜爱,成为餐饮业的一朵奇葩。主题餐厅避开了餐饮业同质化竞争,在提供餐饮服务的同时,也为顾客提供某种主题文化体验。但是目前主题餐厅产品存在诸多问题,产品体验性不强。而体验是主题餐厅的重要属性,因此对主题餐厅体验性产品的研究非常重要。本文根据体验经济的相关理论,研究了主题餐厅体验性产品的设计。
本文首先分析了我国主题餐厅产品的现状,虽然有了一定的发展,开始注重消费环境的设计,主题化服务意识加强,但是仍然存在诸多问题,表现在体验性消费环境还不够成熟;体验性有形产品缺失,与大众餐厅差异性较小;服务产品方式单一,体验性元素不足。其次研究了我国主题餐厅体验性产品设计的基础,包括进行市场调研、确定体验性产品设计途径和体验性产品设计原则三个方面。其中体验性产品设计途径应从心理学角度和顾客参与程度来进行。主题餐厅体验性产品设计原则应遵循与主题文化一致,高度重视食物的营养与卫生,整合多种感官刺激,将体验全方位渗透到主题餐厅产品中,重视心理体验。
然后根据主题餐厅体验性产品设计的途径与原则,本文从有形产品、消费环境、餐厅服务三个方面进行了主题餐厅体验性产品的设计。有形产品应从菜单、菜品、餐具、纪念品四个方面进行体验性设计,其中,菜品的体验性设计包括营养、卫生和色香味形等感官性状。消费环境应从内外部环境两个方面进行设计,外部环境包括建筑外观和徽标,内部环境包括空间、陈设、灯光、色彩、材料、音乐。餐厅服务应从一般服务和主题活动两个方面进行设计。
最后本文提出了主题餐厅体验性产品的实施措施,包括制定合理的规章制度,加强质量监管力度,重视成本控制,积极实施体验营销。
With the coming of experience economy era, theme restaurant is more and more popular among the general public, and it shows unique style among all the restaurants. Theme restaurant avoids the homogeneous competition of food and beverage industry, by not only providing food and beverage service, but also giving customers a theme of cultural experience. But there are still many problems existed with theme restaurant products, such as lacking experience. However, the experience is an important characteristic of theme restaurant, so the research of theme restaurant experience products is critical important. Based on theory of experience economy, this thesis researches the design of theme restaurant’s experience products.
Firstly, this thesis analyzes the current situation of theme restaurant’s products. Although there are some developments, such as paying attention to the design of consumption environment, improving the sense of services around a motif, but there still are many problems existed. The experience consumption environment is immature. The experience of the tangible products is missing, and it lacks product differentiation with other ordinary restaurants. The service product is single, and also lacks experiential factors.
Secondly, this thesis analyzes the design basis of the theme restaurant’s experience products, including marketing research, experience ways and design principles. The ways to experience design include customers’psychology and customers’participation. And the principles of experience product design include the consistency with the culture of the theme, focusing on the nutrition and health of the food, the overall design of experience products to meet customers’sensory experience, and the psychological changes of customers.
Thirdly, this thesis discusses the design of theme restaurant’s experience product from three major aspects: tangible products, consumption environment, and restaurant service. Tangible products are designed from the following parts: menu, dishes, tableware, theme souvenirs. Aiming at the dishes of theme restaurant tangible products, this article researches the formation of its color, flavor, taste, appearance, nutrition, health and vitality. This thesis makes research on the consumption environment from two aspects, including both the internal environment and external environment aspects. External environment experience design focuses on building exterior design and logo design, while internal environment experience design focuses on the following parts: space, furnishings, lighting, colors, materials, and music. Restaurant services are designed from the two aspects of general service and theme activities.
Finally, this thesis researches and analyzes the implementation of theme restaurants’products, including making regulations, strengthening quality control, emphasizing cost control, and implementing experiential marketing.
本文首先分析了我国主题餐厅产品的现状,虽然有了一定的发展,开始注重消费环境的设计,主题化服务意识加强,但是仍然存在诸多问题,表现在体验性消费环境还不够成熟;体验性有形产品缺失,与大众餐厅差异性较小;服务产品方式单一,体验性元素不足。其次研究了我国主题餐厅体验性产品设计的基础,包括进行市场调研、确定体验性产品设计途径和体验性产品设计原则三个方面。其中体验性产品设计途径应从心理学角度和顾客参与程度来进行。主题餐厅体验性产品设计原则应遵循与主题文化一致,高度重视食物的营养与卫生,整合多种感官刺激,将体验全方位渗透到主题餐厅产品中,重视心理体验。
然后根据主题餐厅体验性产品设计的途径与原则,本文从有形产品、消费环境、餐厅服务三个方面进行了主题餐厅体验性产品的设计。有形产品应从菜单、菜品、餐具、纪念品四个方面进行体验性设计,其中,菜品的体验性设计包括营养、卫生和色香味形等感官性状。消费环境应从内外部环境两个方面进行设计,外部环境包括建筑外观和徽标,内部环境包括空间、陈设、灯光、色彩、材料、音乐。餐厅服务应从一般服务和主题活动两个方面进行设计。
最后本文提出了主题餐厅体验性产品的实施措施,包括制定合理的规章制度,加强质量监管力度,重视成本控制,积极实施体验营销。
With the coming of experience economy era, theme restaurant is more and more popular among the general public, and it shows unique style among all the restaurants. Theme restaurant avoids the homogeneous competition of food and beverage industry, by not only providing food and beverage service, but also giving customers a theme of cultural experience. But there are still many problems existed with theme restaurant products, such as lacking experience. However, the experience is an important characteristic of theme restaurant, so the research of theme restaurant experience products is critical important. Based on theory of experience economy, this thesis researches the design of theme restaurant’s experience products.
Firstly, this thesis analyzes the current situation of theme restaurant’s products. Although there are some developments, such as paying attention to the design of consumption environment, improving the sense of services around a motif, but there still are many problems existed. The experience consumption environment is immature. The experience of the tangible products is missing, and it lacks product differentiation with other ordinary restaurants. The service product is single, and also lacks experiential factors.
Secondly, this thesis analyzes the design basis of the theme restaurant’s experience products, including marketing research, experience ways and design principles. The ways to experience design include customers’psychology and customers’participation. And the principles of experience product design include the consistency with the culture of the theme, focusing on the nutrition and health of the food, the overall design of experience products to meet customers’sensory experience, and the psychological changes of customers.
Thirdly, this thesis discusses the design of theme restaurant’s experience product from three major aspects: tangible products, consumption environment, and restaurant service. Tangible products are designed from the following parts: menu, dishes, tableware, theme souvenirs. Aiming at the dishes of theme restaurant tangible products, this article researches the formation of its color, flavor, taste, appearance, nutrition, health and vitality. This thesis makes research on the consumption environment from two aspects, including both the internal environment and external environment aspects. External environment experience design focuses on building exterior design and logo design, while internal environment experience design focuses on the following parts: space, furnishings, lighting, colors, materials, and music. Restaurant services are designed from the two aspects of general service and theme activities.
Finally, this thesis researches and analyzes the implementation of theme restaurants’products, including making regulations, strengthening quality control, emphasizing cost control, and implementing experiential marketing.
引文
①李凡.主题餐厅的顾客体验价值研究[D].杭州:浙江大学2006:1
①马连福.《体验营销——触摸人性的需要》[M].北京:首都经济贸易大学出版社,2005:5-6
①B.约瑟夫.派恩,詹姆斯H.吉尔摩.体验经济[M].北京:机械工业出版社,2002:38
①谢彦君.旅游体验——旅游世界的硬核[J].桂林旅游高等专科学校学报,2005(6):5-9
①陈德超.论餐饮文化营销策略与竞争优势[J].华东经济管理,2001(06):108-110
②黄浏英.主题餐厅设计与管理[M].沈阳:辽宁科学技术出版社,2001:2-3
①黄浏英.主题餐厅设计与管理[M].沈阳:辽宁科学技术出版社,2001:4-5
②李凡.主题餐厅的顾客体验价值研究[D].杭州:浙江大学,2006:8
①陈觉.英国主题餐饮业现状分析及启示[J].扬州大学烹饪学报,2003(1):58-60
①唐建华.菜品质量评价指标及生产控制[J].扬州大学烹饪学报,2002(03):40-42
①周睿.关于川菜餐具设计中四川文化元素体现的思考[J].包装工程,2008(09):140-142
①刘圣辉.主题餐厅[M].大连:辽宁科学技术出版社,2002:121-125
②安应华,孟瑾.巴国布衣风味酒楼室内设计分析[J].环境艺术设计,1999(03):58-59
①梁冰.室内空间的情感化设计[J].美术观察,2008(02):116
①刘晓艳,孙瑞丰.餐饮空间的主体性设计[J].艺术与设计,2009:87
①郑卫星.浅论体验营销的模式选择[J].市场与营销,2009:42-43
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①陈德超.论餐饮文化营销策略与竞争优势[J].华东经济管理,2001(06):108-110
②黄浏英.主题餐厅设计与管理[M].沈阳:辽宁科学技术出版社,2001:2-3
①黄浏英.主题餐厅设计与管理[M].沈阳:辽宁科学技术出版社,2001:4-5
②李凡.主题餐厅的顾客体验价值研究[D].杭州:浙江大学,2006:8
①陈觉.英国主题餐饮业现状分析及启示[J].扬州大学烹饪学报,2003(1):58-60
①唐建华.菜品质量评价指标及生产控制[J].扬州大学烹饪学报,2002(03):40-42
①周睿.关于川菜餐具设计中四川文化元素体现的思考[J].包装工程,2008(09):140-142
①刘圣辉.主题餐厅[M].大连:辽宁科学技术出版社,2002:121-125
②安应华,孟瑾.巴国布衣风味酒楼室内设计分析[J].环境艺术设计,1999(03):58-59
①梁冰.室内空间的情感化设计[J].美术观察,2008(02):116
①刘晓艳,孙瑞丰.餐饮空间的主体性设计[J].艺术与设计,2009:87
①郑卫星.浅论体验营销的模式选择[J].市场与营销,2009:42-43
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