Marketing Sustainable Operation and Development

Marketing Sustainable mental mold and DevelopmentZhang XiaField of ResearchThis search lead be carried push through in the field of marketing, economic, and melodic subject bea eating ho subprogram.Topic of ResearchThe topic of this proposed disquisition is titledThe Marketing Sustainable Operation and phylogeny of newspaper eating place in mainland ChinaBrief Literature Re overtake of the Topica farseeing with the increasing requirements of nodes on dining run intos, theme eaterys have become a trend in F B helper labor. Numerous entrepreneurs and investors are attracted by this new theory and compulsion to adventure in this handicraft. It seems that a theme eating house business will have a voguish approaching. However, with only a short term of popularity at the initial full stop, or so of them had to close d give birth. Only a few of the theme restaurant administer to sustain in the market, developed their consume customer groups and grow fastly. establish on the previous studies, this thesis attempts to carve pop out a stylus of stable operation and sustainable development for theme restaurants from the perspectives of marketing strategic, customer value and corporate life speech rhythm through comparison, illustration and abridgment. (Ai, D, S, 1997)With rapid economic growth and high school standard of living, food and beverage industry has develop tremendously. Some of the consumers expect to the environment and ambient when they consume the products. menstruum consumers are interested not only in buying products save in like manner to have feeling enjoyment and fulfilling associations while dining out. Customers pick out to have a unique and distinctive experience under a certain halo that is varied from common restaurant. When experience delivery butt against restaurant, theme restaurant is born. However, theme restaurant sustainable development not re all in ally optimistic in the marketing. F B indust ry has been develop for so long but certain restaurant facing freehanded challenge to capture the consumers and to sustain in the market. Compared with others, homogeneity is very austere in dining business. Theme restaurant makes customer active participator preferably of passive recipient comes with the tide of fashion.Theme restaurant can be simply defined as a dining place tag with one (normally) or more themes based on which all the structure, decoration, design, product, run etc. are created to produce a particular cultural atmosphere that can be recognized and felt by customers. on that point are three main idea from researchers of theme restaurants in China. First, the main ideal, this view consider theme as a carrier of operation which is primarily employ to attract customers. However the food is still the main fretting in the restaurant. Second, the core ideal, the function of theme is created by the need and want of the consumers. They affirm the primary status of theme based on which all the other elements in restaurant will be defined, such as dish, menu, space design, decoration, color, music, service, marketing strategy and so on. Third is the experience that the customers will feel while dining in the restaurant which the ambiance is different from other restaurant. Emphasizes the unique and memorable ruttish experience and psychological experience customers can get from different theme environments, service and cooked food. Researchers turn their sights from suppliers to receivers, from restaurateurs to consumers. (Fu, Y, 2012)Theme restaurants are established on niche market. Each theme restaurant is its own given theme, a specific culture, and a unique style, clannishness is more or less inevitable. In addition, the average expenditure is relatively high. As a consequence, the customer source of theme restaurant is some(prenominal) more check than traditional ones. For trial runple, enthusiasm and curiosity of music lovers ar e easily sparked by Hard Rock Cafe, but when facing a restaurant with football or sea world theme, they may portray more calmness and rationality. What they can obtain is not only pleasant-tasting food and considerate service, but also a taste of cliquishness and privilege, a perception of emotional and psychology identification.In 1970, Alvin Toffler came up with experience economy in his book Future Shock. From his view, after product economy and service economy, human being will enter an get laid scrimping Era. Then Pine, J, B. and Gilmore, J, H confirmed this prediction and however developed Alvins idea by publishing their work Experience Economy in 1999. They described an experience occurs when a comp whatsoever intentionally uses services as the stage, and goods as props, to engage man-to-man customers in a way that creates a memorable fifty-fiftyt. Commodities are fungible, goods tangible, services intangible, and experiences memorable. In answer to consumers desire fo r experience, more and more businesses engage on considering how to design experiences and promote them. The famous Disney common land should be one of the most typic and successful cases of experience economy. Experience is identified as the fourth economic offering that is distinct from service as service is from goods.Like goods and services, experiences have their own distinct qualities and characteristics and subject their own design challenges. Five key experiences design principles are summarized by Pine, J, B. and Gilmore, J, HTheme the like-to-deliver experienceHarmonize impressionOffer commanding cues and eliminate negative cuesMix in memorabiliaEngage all tailfin sensesExperience is essentially a form of behavior where feeling plays an grave part. The state of emotions always affects on how an individual(a) deals with surrounding environment. Experiences are not static like products but variable. Experiences occur in a process where interactions take place under a certain setting some(prenominal) physical and virtue between the individuals. Boswijk, A, Thijssen, T, and Peele, E (2007) describe characteristics from the perspective of individual in A New Perspective on the Experience Economy. either(prenominal) meaningful experience should satisfy all of these characteristics in that respect is a heightened dumbness and focus, involving all ones senses.Ones sense of clock is altered.One is touched emotionally.The process is unique for the individual and has intrinsic value.There is contact with the raw stuff the real thing.One does something and undergoes something.There is a sense of playfulnessOne has a feeling of having control of the situation.There is a balance between the challenge and ones own capacities.There is a clear goal.Objectives of the researchTheme restaurant concept meet the current consumer demand. When compared with other normal restaurant, theme restaurant has it own advantages and disadvantage. Theme restaurant is a re sult of supply reform, a symbolisation of economy developing into a certain advanced stage. In the development stage in the market, theme restaurant markets in most major(ip) western sum upries has enter the maturity stage. Theme restaurant had not appeared in domestic market until late 20th century. Apart from few amount, tiny scale, and limited shells, kinds of stubborn defects and unceasing problems are also annoying. Due to many another(prenominal) constraint in sustaining theme restaurant such as limited kind of food, not so attractive themes and increasing of overhead , business restaurant owner find it very difficult to manage. Many restaurant close down within a year, part of them survive, and only a few of them make a hit. What makes all the differences? (Tong, J, Q, 2008)From economics rules we should understand every product has its life cycle in market. Ron Paul concludes that the life cycle of theme restaurant is even shorter than expected. Does it mean theme rest aurant has high risk to be well operated? Of course not, every industry has its risk, adept at different levels. Business enjoying low risk cannot be guaranteed guard and profitable all the time. Conversely, business facing high risk also can succeed only if equipped with scientific management and adaptative strategies. The truth is that it is impossible to allow life cycle of one theme restaurant extend infinitely. But it is achievable to make full use of resources, to optimize structure, rationalize operation, and keep vitality to the maximum.Methodology of Researchestablish on the topic, which is the marketing sustainable operation and development of theme restaurant. I will choose qualitative methodology for the research. Qualitative methodology informative paradigm which supports the view that there are many truths and multiple realities. This type of paradigm focuses the integral perspective of the person and environment which is more synchronal with the nursing disciplin e (Weaver and Olson, 2006). Additionally, the explanatory paradigm is associated more with methodological approaches that win an opportunity for the voice, concerns and practices of research participants to be heard (Cole, 2006 Weaver and Olson). Cole further argues that qualitative researchers are more concerned astir(predicate) uncovering fellowship some how people feel and think in the circumstances in which they find themselves, than making judgments about whether those thoughts and feelings are valid. Since, Theme restaurant sustainable operation development have different method, depends the specific theme and customer.Literature Research MethodBy collecting and reading liable(p) literature, data and material to develop a comprehensive understanding about related theories and empirical studies including theme restaurants definition, characteristics, defects, history, status quot, future prospects and so on. To summarize its strengths and weaknesses, touchments and challen ges. To clear the relationship between theme restaurant and experience economy, culture, and consumer psychology.Case Analysis MethodBy analyzing and interpreting typical successful cases and fail lessons in recent years to find out influencing factors on operating state of theme restaurants in domestic catering market. To extract efficacious and practical suggestions or cautions. To come up with strategies assisting restaurateurs achieve sustainable development and extending life cycle. hearing Survey MethodInterview survey is the most important part of this research. Investigating several congresswoman theme restaurants in China to get first-hand data. To provide supplementary information, exam reliability and feasibility of proposed recommendations.I will design the audience questions, accord to the theory. That are experiences design principles are summarized by Pine, J, B. and Gilmore, J, H, and Boswijk, A, Thijssen, T, and Peele, E, (2007) describe characteristics from the p erspective of individual in A New Perspective on the Experience Economy. correspond to Creswell (2003 2007) includes (a) the preparation for the call into question, (b) the constructing effective research questions, and (c) the actual implementation of the converse.Preparation for interview McNamara (2009) applies eight main points to the preparation stage of interviewing which includes the following ingredients (1) choose a setting with little distraction (2) explain the objectives of the interview (3) address monetary value of confidentiality (4) explain the format of the interview (5) indicate how long the interview usually takes (6) tell them how to get in touch with you later if they want to (7) take away them if they have any questions before you both get started with the interview and (8) dont count on your memory to recall their answers (Preparation for Interview section, para. Selecting participants Creswell (2007) discusses the importance of selecting the appropriate candidates for interviews. In my research I will choose the theme restaurant owners to do interview. At same time, the owners of normal restaurant also important for my research.The research questions designing for the interview process is one of the most crucial elements to interview design. I desiring to conduct such an investigation should be careful that apiece of the questions will allow the examiner to dig deep into the experiences or knowledge of the participants in order to gain more data from the interviews. There are several recommendations for creating effective research questions for interviews which includes the following elements Wording should be open-ended, respondents should be able to choose their own terms when answering questions. Questions should be as neutral as possible, avoid wording that might deviate answers, e.g., evocative, judgmental wording. Questions should be asked one at a time. Questions should be worded clearly, this includes knowing any terms pa rticular to the program or the respondents culture. And be careful enquire why questions. (McNamara, 2009)As with other sections of interview design, some recommendations for the implementation stage of the interview process.It includes the following tips for interview implementation occasionally verify the register recorder is working. Ask one question at a time. fire to remain as neutral as possible, dont show strong emotional reactions to their responses. Encourage responses with occasional nods of the head, uh huhs, etc.. Be careful about the appearance when stigmatize taking (that is, if you jump to take a note, it may appear as if youre surprised or very pleased about an answer, which may influence answers to future questions). Provide transition between major topics, e.g., weve been talking about (some topic) and now Id like to move on to (another topic) Dont lose control of the interview (this can occur when respondents stray to another topic, take so long to answer a qu estion that times begins to run out, or even begin asking questions to the interviewer) (Turner, D, W, 2010)Work order of businessSample ChecklistMonth perplex topic with tutors1, 2Create a work schedule2Review the literature3, 4, 5Select analytical method6Draft proposal7,8Pilot test methodology9Schedule data collection, begin collection10, 11, 12Data entering into SPSS13Analyze and interpret the data14Update literature polish15Write conclusions and implications16Submit the research draft to tutors17Schedule, prepare for and take oral exam18BibliographyAi, D, S(1997), The Enterprise intent Cycle M. China Social Sciences PressBoswijk, A, Thijssen, T, and Peele, E, (2007), A New potential on Experience Economy, Pearson Education.Creswell, J. W. (2003). Research design Qualitative, quantitative, and mixed methods approaches. guanine Oaks, CA SageCreswell, J. W. (2007). Qualitative inquiry research design Choosing among five approaches, (2nd ed.), Thousand Oaks, CA SageFu, Y. (201 2),Theme eating houses the Problems Existing in the Management and Development strategy in China , Business Culture Journal, pp04.Hsieh, T, F, (2009), Interactive Quality reserve of Service Encounters in Theme Restaurants, Taiwan, The Journal of Global Business Issues book of account 3 Issue 2McNamara, C. (2009). General guidelines for conducting interviews. Retrieved January 11, 2010, from http//managementhelp.org/evaluatn/intrview.htmPine, J, B. and Gilmore, J, H. (1999), The Experience Economy, Harvard Business enlighten Press, BostonShi, L, Y, Du, X, J Yang, J, J, (2012), Innovative theme restaurant business analysis and development model to explore the advantages and disadvantages , Journal of Business in China (12)Tong, J, Q, (2008). Themed Restaurant Management Situation and Development Trend of the China , modernisation Journal, pp22Turner, D, W, (2010), Qualitative Interview Design A Practical Guide for founding father Investigators, The Qualitative Report Volume 15 Number, Florida USAWeaver, K., Olson, J. K. (2006). Understanding paradigms used for nursing research. Journal of Advanced Nursing, 53(4), 459-469Weiss, R, Feinstein, A, H, Dalbor, M, (2004), Customer Satisfaction of Theme Restaurant Attributes and Their Influence on Return Intent, Journal of Foodservice Business Research, Vol. 7(1), The Haworth Press, Inc.Zhang Xia