| ACKNOWLEDGEMENT | 第1-6页 |
| 内容摘要 | 第6-8页 |
| ABSTRACT | 第8-16页 |
| Introduction | 第16-20页 |
| Chapter I. Literature Review | 第20-26页 |
| ·Literature Review of Experiential Marketing | 第20-23页 |
| ·Literature Review of China’s Catering Consumption | 第23-24页 |
| ·Literature Review of Experiential Marketing and China’s Catering Consumption | 第24-26页 |
| Chapter II. Basic Theory of Experiential Marketing | 第26-33页 |
| ·Definition and Characteristics of Experiential Marketing | 第26-29页 |
| ·Strategic Basis of Experiential Marketing—Strategic Experiential Modules (SEMs) | 第29-31页 |
| ·The Scope and Application of Experiential Marketing | 第31-33页 |
| Chapter III. An Overview of China Time-honored Catering Brands | 第33-46页 |
| ·SWOT Analysis of China Time-honored Catering Brands to Develop Experiential Marketing | 第33-42页 |
| ·Significance for China Time-honored Catering Brands to Develop Experiential Marketing | 第42-46页 |
| Chapter IV. Empirical Research on Customers’Consumption Experience in China Time-honored Catering Brands | 第46-56页 |
| ·Theoretical Framework | 第46-48页 |
| ·Research Process | 第48-50页 |
| ·Research Analysis | 第50-54页 |
| ·Research Conclusions | 第54-56页 |
| Chapter V. Experiential Marketing Strategies of China Time-honored Catering Brands | 第56-77页 |
| ·Product Experience Strategy | 第56-62页 |
| ·Atmosphere and Environment Experience Strategy | 第62-68页 |
| ·Service Experience Strategy | 第68-72页 |
| ·Communication Experience Strategy | 第72-77页 |
| Conclusion | 第77-79页 |
| Bibliography | 第79-83页 |
| Appendix I Questionnaire of Consumers’ Catering Experience in China Time-honored Catering Brands | 第83-88页 |
