摘 要:随着体验经济时代的来临，酒店业快速发展以及人们生活水平提高和追求个性化和体验化意识增强，传统酒店已经不能满足求新求异的顾客需求，主题酒店作为新兴的一种酒店形式应运而生，明显区别于传统酒店，不光是酒店装修设计要凸显主题，而且在用户体验上有较大要求，这就促使了体验营销在主题酒店运用中的发展。但是发展效果并不理想，大多数主题酒店并没有从根本上重视体验营销以及品牌建设，现有体验营销策略也较之前酒店并无太大差异化，主题酒店没有脱离传统酒店的经营方式，本文通过对现有体验营销策略对主题酒店品牌建设的研究，找出目前主题酒店运用体验营销的一般策略，发现其存在的问题，调研统计分析顾客心理状况，得出影响主题酒店品牌建设的关键因素，为主题酒店更好的开展体验营销提供理论基础，同时为主题酒店品牌建设提供具有建设性的意见。

关键词：体验营销  主题酒店  品牌建设

ABSTRACT:With the coming age of experience economy, increase the rapid development of the hotel industry as well as the people living standard and the pursuit of individuality and the experience of consciousness, Tradition Hotel has been unable to meet the customer demand for novelty, theme hotel is a new hotel forms emerge as the times require, a significant difference in the Tradition Hotel, not only is the hotel decoration design to highlight the theme, but also in the user experience greater demand, this has prompted the experience marketing in the development of theme hotel in the use of. But the effect is not ideal, the majority of theme hotel does not fundamentally to experiential marketing and brand building, the existing experiential marketing strategy than before the hotel is not much difference, theme hotel is not out of the Tradition Hotel management way, based on the research for the construction of theme hotel brand established experience marketing strategy, identify current theme hotel use the general strategy of experience marketing, find the existing problems, research statistical analysis on psychological status of the customer, the key factors affecting the construction of theme hotel, theme hotel better carry out marketing experience to provide the theoretical basis, to provide constructive suggestions for both the construction of theme hotel brand.

Keywords: Construction of theme ；hotel brand；marketing experience