順應時代之變遷，文化傳承的重要性亦也引起政府企業的重視；而與文化傳承息息相關、日常生活缺一不可得莫過於飲食文化。近幾年，生機健康飲食亦在餐飲界蔚為風潮，而國人日益講究用餐品質的維持、餐廳整體設計感、行銷策略等等，則亦攸關企業能否繼續維持市場競爭性與獨特性；而傳統美食透過不斷的轉型與創新來滿足消費者多元與深層需求並確保不被市場淘汰，進而佔有一席之地。
互聯網時代的來臨，企業除了並趨爭先之外，如若能於其中脫穎而出顯然已成為企業優先重視之重點策略方向之一，憑藉此趨勢，行銷平台更加多元化，透過互聯網、品牌的塑造、延續與推廣比既往更加多元與創新，但也日趨激烈。再者，現今社會文化水平不斷提升，美學與體驗已融入於日常生活中，美學行銷與體驗行銷則成為不可或缺的重要行銷策略方向。如若能於行銷策略擬定時將行銷三構面：美學行銷、體驗行銷、數位行銷加入其中，成為主要之行銷策略方向，不但能增加消費者的購買慾，亦可增加來客率與再次消費率。
本研究之研究背景說明台灣傳統美食的改變、互聯網時代的改變、以及消費行為的改變。基於上述之研究背景，本研究之研究目的則為探討美學之體驗行銷在互聯網時代涉及哪些要素，再根據分析行銷策略要素並以P個案餐廳為實例，規劃可行之行銷策略；並以美學行銷、體驗行銷、數位行銷為行銷三構面出發，透過國內外文獻探討分析美學行銷策略之美學經濟、美學行銷、空間美學；以及體驗行銷之五種策略體驗模組-感官體驗、情感體驗、思考體驗、行動體驗、關聯體驗，採不同的體驗形式來達成行銷最大的優勢與效益；再以數位行銷產品-Facebook、Google、Line@之產品分析達到企業品牌數位行銷之效益；藉由研究方法-決策矩陣法進而擬定出個案餐廳之有效、可行之行銷決策，提出具有高度市場競爭力的全新餐飲業-傳統美食之行銷策略。

With the progress of times, science and technology have been changing rapidly, the inheritance of culture has gradually aroused the attention of all enterprises. Thus, the most related culture for people is considered the food tradition. In recent years, healthy eating has also become a trend in the catering industry. Nowadays People are more and more particular about maintaining the quality of meals, the aesthetic of restaurant and marketing strategy are all the keys that whether the business can Keep ahead of the competition and uniqueness. In order to meet diverse and deep consumer demands, traditional cuisine could survive through continuous transformation and innovation to take place in the industry.
With the coming of the Internet era, enterprises compete to be the best. Therefore, how to stand out among enterprises has been the priorities of enterprises, the main focus. By the virtue of this trend, more diversified marketing multi-channels in contact with the diversified market. Marketing platforms could be more diverse through the Internet, brand building, brand extension, and promotion; it is easier than ever before but increasingly competitive, by the virtue of trend. Also, aesthetics has been integrated into the lives of consumers because of the continuous improvement of the social and cultural level, companies are more and more emphasis on aesthetics in all aspects. Thus, aesthetics marketing has become an indispensable in strategy plan of marketing. If marketing strategy can be drafted in the three aspects of marketing: aesthetic marketing, experiential marketing, digital marketing to become one of the main marketing strategies, not only to increase consumers' desire to purchase but also increase the number of repeat visitors.
The research background of this thesis indicates the changes of Taiwanese traditional cuisine, Internet era, and purchase behaviors. Regarding the research background mentioned, the purpose of this thesis is to discuss how aesthetics marketing and experiential marketing in this internet era are relatable to different essential factors and eventually, establish a practical marketing strategy based on the analysis of P restaurant’s marketing strategy. Also from the three perspectives of the following marketing aspects: aesthetics marketing, experiential marketing, and digital marketing, through inquiring into domestic and foreign marketing literature to analyze and discuss different aesthetics marketing strategies: Aesthetic Economy, Aesthetics Marketing, Spatial Aesthetics of Aesthetic Marketing Strategy. Adopting different experience forms to achieve the most marketing advantages and benefits through the Five Strategy Experiential Modules of Experience Marketing - Senses Experience, Emotion Experience, Thinking Experience, Action Experience, Relevance Experience. By analyzing digital marketing products such as Facebook, Google, Line@ to achieve corporate digital marketing effectiveness. Furthermore, based on the research method-decision matrix method, formulate an effective and feasible restaurant marketing decisions, put forward the new catering industry with high market competitiveness- marketing strategy of traditional cuisine.

一、中文文獻
高曰萍(2005)。美學經濟之消費行為研究。國立彰化師範大學商業及管理學門。彰化
縣。
陳育慧(2007)。探索餐飲業之體驗行銷-星巴克咖啡公司之個案研究。中國文化大學觀
光事業研究所。台北市。
蔣家浩(2010)。主題餐廳實施體驗行銷之初探－以T.G.I.Friday's餐廳台北敦化店為例。
真理大學觀光事業學系。新北市。
戴國良。數位行銷。台中市：五南圖書出版有限公司。
邁克·費瑟斯通(Mike Featherstone) (2009)。消費文化與後現代主義(趙偉妏譯)。新北
市：韋伯文化國際出版有限公司。(原著出版年：1991)

二、英文文獻
Baraban, R. S., & Durocher, J. F.（2010）. Successful restaurant design. Hoboken, New
Jersey John Wiley & Sons Inc
Baker, J., Parasuraman, A., Grewal, D., & Voss, G.B.(2002). The influence of multiple store
environment cues on perceived merchandise value and patronage intentions. Journal of
Marketing, 66(2), 120-141.
Fiske, T.M., & Taylor, S. E.(1984).Social cognition. CA: Addison Wesley Publishing.
Ha, J., & Jang, S. S. C.（2010）. Effects of service quality and food quality: The moderating
role of atmospherics in an ethnic restaurant segment. International Journal of Hospitality
Management 29（3）, 520-529.
Han, H., & Ryu, K.(2009). The roles of the physical environment, price perception, and
customer satisfaction in determining customer loyalty in the restaurant industry. Journal of
Hospitality & Tourism Research, 33(4) 487-510
Josh James, Founder, CEO & Chairman of the Board, (2016). Data Never Sleeps 4.0.
Retrieved from https://www.domo.com/blog/data-never-sleeps-4-0/
Kotler, P (1973) . Atmospherics as a marketing tool. Journal of Retailing, 49, 48-64
Pine II., B. J., & Gilmore, J. H.(1998). Welcome to the experience economy. Harvard
Business Review, 76(4), 97-105.
Ryu, K., & Han, H. (2010). Influence of the quality of food, service, and physical
environment on customer satisfaction and behavioral intention in quick-casual restaurant:
Moderating role of perceived price. Journal of Hospitality & Tourism Research, 34(3), 310-
329
Ryu, K., & Han, H. (2011). New or repeat customers: How does physical environment
influence their restaurant experience?. International Journal of Hospitality Management 30
(3), 599-611
Russell, J.A. & Mehrabian, A.(1978). Approach-avoidance and affiliation as functions of the
emotion-eliciting quality of an environment. Environment and Behavior, 10(3), 355-387.
Schmitt, B. (1999). Experiential marketing: How to get customers to sense, feel, think, act and
relate to your company and brands. New York: The Free Press
Schmitt, B. H. and Simonson, A. (1997). Marketing aesthetics: The strategic management of
brands, identity and image. New York: The Free Press.
Terry, D.J., Hogg, M.A. & White, M.(1999). The theory of planned behaviour: Self-identity,
social identity and group norms. British Journal of Social Psychology, 38, 225-228.
Wertime, K. & Fenwick, I. ( 2008). DigiMarketing: The essential guide to new media and
digital marketing. Asia: John Wiley & Sons. .
Ward, S. & Robertson, T.S.(1992). Consumer behavior research: Promise, and prospects, In
S. Ward, & T.S. Robertson(Eds.), Consumer behavior: Theoretical sources. Englewood
Cliffs: Prentice-Hall, 3-42.

三、網路文獻
C.J. Chang，(上網日期：5 October.2017 )，決策分析，檢自
http://mail.tut.edu.tw/~th0046/past/99/Managerial%20Mathematics-
9902/handout/Decision%20Analysis.pdf
cacaFly聖洋科技，(上網日期：10 November.2017 )，數位媒體改變了消費者的決定行
為，檢自：https://cacafly.com/?page_id=34#search-ad
WIS Blog，(上網日期：21 January.2018 )，七種Facebook小技巧，讓你的粉絲專頁經
營更出色，檢自：http://blog.wis.com.tw/2013/iris/7-fb-tips/
數位行銷實戰家，(上網日期：21 January.2018 )，Facebook影片行銷新手必會的6個基
本功，檢自：https://blog.dcplus.com.tw/marketing-knowledge/optimizer/80691
J Gospel 福音站，(上網日期：25 October.2017 )，互聯網如何改變了我們的課堂教育，
檢自：
http://jgospel.net/family-taste/education/%E4%BA%92%E8%81%AF%E7%B6%B2%E5%A6%82%E4%BD%95%E6%94%B9%E8%AE%8A%E4%BA%86%E6%88%91%E5%80%91%E7%9A%84%E8%AA%B2%E5%A0%82%E8%88%87%E6%95%99%E8%82%B2.c107284.aspx
今日新聞，(上網日期：15 October.2017 )，LINE化身直播頻道 影音玩法更多元，檢
自：https://www.nownews.com/news/20150826/1795458
王一芝、江逸之，(上網日期：23 October.2017 )，美學經濟 vs.代工宿命，檢自：
https://www.gvm.com.tw/article.html?id=10007
王品，(上網日期：10 November.2017 )，關於王品，檢自：
https://www.wangteak.com.tw
加點音樂誌，(上網日期：10 November.2017 )，你喝的不只是咖啡，星巴克的音樂版
圖，檢自：
https://blog.addmusic.tw/2016/12/16/%E4%BD%A0%E5%96%9D%E7%9A%84%E4%B8%
8D%E5%8F%AA%E6%98%AF%E5%92%96%E5%95%A1%EF%BD%9C%E6%98%9F%
E5%B7%B4%E5%85%8B%E7%9A%84%E9%9F%B3%E6%A8%82%E7%89%88%E5%9
C%96/
台灣亞文營銷事業股份有限公司，(上網日期：10 November.2017 )，主頁，檢自：
http://aun-taiwan.com.tw/
李賢輝(1999) ，(上網日期：6 October.2017 )，美的形式原理，檢自：http://vr.theatre.ntu.edu.tw/hlee/course/th8_140/th8_140g1.htm
星期五美式餐廳 (T.G.I. Fridays)官網，(上網日期：10 November.2017 )，首頁，檢自：
https://tgifridays.com.tw/
科技新報網站，(上網日期：25 October.2017 )，Facebook月活躍用戶破20億，將近世
界人口四分之一，檢自：
http://technews.tw/2017/06/28/two-billion-people-coming-together-on-facebook/
能力邦網站，(上網日期：5 October.2017 )，決策矩陣分析法，檢自：
http://www.xphabit.com/article/3002.html
統一星巴克，(上網日期：15 October.2017 )，咖啡，檢自：
https://www.starbucks.com.tw/home/index.jspx?r=87
圖說科技，(上網日期：20 October.2017 )，超迴路列車技術問世，時速6500公
里，北京到上海只需15分鐘，檢自：https://kknews.cc/zh-tw/news/j58xr6.html
維基百科，(上網日期：7 October.2017 )，審美心理學，檢自：
http://wiki.mbalib.com/zh-
tw/%E5%AE%A1%E7%BE%8E%E5%BF%83%E7%90%86%E5%AD%A6
維基百科，(上網日期：15 October.2017 )，數位行銷，檢自：
https://zh.wikipedia.org/wiki/%E6%95%B8%E4%BD%8D%E8%A1%8C%E9%8A%B7
數位時代，(上網日期：9 October.2017 )，成功不能只靠1800萬用戶，LINE@地推部
隊推出數位行銷新寵兒，檢自：https://www.bnext.com.tw/article/45565/how-did-line-at-
become-popular-marketing-tool
采億科技，(上網日期：21 January.2018 )，廣告投放，檢自：
http://www.tsaiyitech.com/fb_advertisment?gclid=EAIaIQobChMI4MHg387r2AIV2AMqCh
3iVgW7EAAYASAAEgK7tfD_BwE
又新整合行銷有限公司，(上網日期：21 January.2018 )，關鍵字廣告，檢自：
http://www.renu.com.tw/adwords.html
KPI關鍵字廣告，(上網日期：21 January.2018 )，內容聯播網 ( 多媒體廣告聯播網 )，
檢自：http://www.kpi-ads.tw/adsense-for-content