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形象营销 牵引感性需求

Image Marketing ,Traction emotional needs

现代社会的消费者,在进行消费时往往带有许多感性的成份,容易受到餐厅形象氛围的影响。在饮食上他们不太注重食物的味道,但非常注重进食时的环境与氛围。要求进食的环境能更好的满足他们的感性需求。

Consumers in modern society, often with a lot of emotional ingredients during consumption, susceptible to image the atmosphere of the restaurant. They do not pay attention to the taste of diet food, but very focused on the environment and atmosphere when eating. Requires eating environment can better meet their emotional needs.

相当多的餐馆,在布置环境,营造氛围上下了很大的功夫,力图营造出各具特色的,吸引人的种种情调。或新奇别致,或温馨浪漫,或清静高雅,或热闹刺激,或富丽堂皇.或小巧玲珑。有的展现都市风物,有的炫示乡村风情。有中式风格的,也有西式风情的,更有中西合壁的。从美食环境到极富浪漫色彩的店名、菜名,烘托起一种千古风流的雅兴和一派温馨的人和之情。餐厅的内部也可以来点奇特的刨意。比如以郁金香、红玫瑰等来取代几号桌几号桌的编号。“营业中”、“准备中”的门口告示牌,令人感到冰冷无情,如果改用“本店上午九点开始营业,敬请稍候”就令人倍感亲切。因此,有着良好的环境氛围的快餐店和一些大酒楼,受到了人们的欢迎。

 

近几年来,各地纷纷出现了诸如阿凡提风味餐厅、傣家大酒楼、苗族竹楼、水上渔村、民族餐厅、边疆风情园、民族歌舞美食城等以经营民族风味佳看为主的企业。例如,‘北京建国饭店每当一个国家的节日到来之时,就在餐厅悬挂这个国家的小国旗,做这个国家的菜。并在装饰上突出这个国家的风土人情,收到了良好的效果。上海锦江饭店在餐厅的设计上力图突出自己的特色,掘弃那种靠模仿追潮流的做法,确定了巴蜀宴天府席的改造计划。在环境布置上力图突出巴蜀意境,同时身着四川民间蜡染布旗袍的服务员轻盈相迎,为宾客指点巴蜀风情、天府之路。宝瓶口、草堂、卧龙村、东坡亭、山城等包房各具特色,吸引了许多外国人来就餐。所有这些都说明了形象、氛围在餐饮营销中的重要性。 

Quite a few restaurants in the arrangement of the environment, creating an atmosphere down a lot of effort, trying to create a distinctive, appealing all the atmosphere. Or a novel and unique, or romantic, or quiet and elegant, or lively stimulation, or magnificent., Or small size. Some show the urban scenery, show off some rustic. There are Chinese style, but also Western-style, more Chinese and western wall. From gourmet environment to the very romantic name, name of the dish, express eternal romantic Masaoki play a school welcoming people and feelings. Inside the restaurant can also planing to point peculiar meaning. For example, with tulips, red roses and other tables to replace a few numbers a few numbers table number. "Business in", "preparation" door signs, people feel cold and heartless, if you switch to "shop nine o'clock start of business, please wait" makes one feel at home. So, have a good ambience fast food shops and some great restaurants, welcomed by the people.

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