联系我们

论文查询结果	返回搜索

论文编号：	10725
作者编号：	2120162996
上传时间：	2018/12/9 12:33:39
中文题目：	S餐饮公司服务营销策略研究
英文题目：	Research on service marketing strategy of S catering company
指导老师：	刘建华
中文关键字：	餐饮市场；日本料理；市场营销；营销策略；保障措施
英文关键字：	catering market; Japanese cuisine; marketing; marketing strategy; safeguards
中文摘要：	近年来，由于经济的发展，居民消费水平提高，餐饮行业也随之获得新的发展机遇。改革开放促使着餐饮文化的多元化发展，消费者开始主动寻求新奇、新鲜的消费体验，消费者对外出就餐的消费习惯与饮食观念正在发生着非常巨大的变化。日本料理以其独特的优势，逐渐被广大消费者接受，迅速崛起。2017年全国日本料理门店数排名各品类第11名，营业额市场占有额高达4.5%，可见在餐饮行业迅速发展的同时孕育了潜力巨大的日式美食市场，让竞争日益加剧，餐饮市场出现了饱和状态，中国餐饮行业也将面临巨大挑战。因此若在餐饮行业中占据一定的市场份额，企业应该制定和实施更加合理的营销策略。 本文以天津S餐饮管理有限公司经营日本料理的营销策略为研究对象，采用文献分析、案例分析、模型分析等多种分析方法，旨在为天津S餐饮管理有限公司目前日报料理营销给予一定的建议，同时制定合理科学富有现实意义的营销策略。 本文在对市场营销、战略环境分析工具、营销战略与策略等的相关理论回顾析的基础上，首先对S餐饮的公司概况和发展历程经营现状进行介绍和分析。其次，根据PEST模式来对S公司所处的环境进行分析，主要从宏观环境入手，利用五力模型研究S餐饮公司竞争环境，在分析S公司优劣势、机会、威胁等采用SWOT分析法进行深入研究。在S餐饮公司市场细分上，从地理、消费者等方面入手，进行细分，寻找现实根据，在公司市场地位方面，从竞争中、产品、企业形象等多维度展开分析；最后在理论研究的基础上提出价格策略、产品策略、渠道策略、促销策略人员管理策略、有形展示策略、服务过程策略共七个方面的7Ps服务营销策略设计，并针对营销策略实施面临的挑战，从人员保障、完善的组织保障制度体系、建立有效的信息系统保障等视角提出相应的保障措施。本文的研究成果，对天津S餐饮管理有限公司制定关于经营日本料理的营销策略具有一定的借鉴与参考价值。
英文摘要：	In recent years, due to the economic development and the improvement of residents' consumption levels, the catering industry has also gained new development opportunities. The reform and opening up has promoted the diversified development of the catering culture. Consumers have begun to actively seek novel and fresh consumer experiences. The consumption habits and dietary concepts of consumers going out to eat are undergoing tremendous changes. With its unique advantages, Japanese cuisine has gradually been accepted by consumers and has risen rapidly. In 2017, the number of Japanese restaurants in the country ranked 11th in each category, and the market share of the turnover was as high as 4.5%. It can be seen that the rapid development of the catering industry has given birth to a huge potential Japanese food market, which has intensified competition and the catering market has emerged. In the saturated state, China's catering industry will also face enormous challenges. Therefore, if you occupy a certain market share in the catering industry, companies should develop and implement more reasonable marketing strategies. This paper takes the marketing strategy of Tianjin S Restaurant Management Co., Ltd. as a research object, and uses literature analysis, case analysis, model analysis and other analysis methods to give some advice to Tianjin S Restaurant Management Co., Ltd. At the same time, develop a reasonable and realistic marketing strategy. Based on the review of relevant theories of marketing, strategic environmental analysis tools, marketing strategies and strategies, this paper first introduces and analyzes the company profile and development status of S-catering. Secondly, according to the PEST model, the environment of S company is analyzed, mainly from the macro environment, using the five-force model to study the competitive environment of S-catering company, using SWOT analysis method to analyze the advantages and disadvantages, opportunities and threats of S company. the study. In the market segmentation of S catering company, starting from geography, consumer and other aspects, subdividing, looking for realistic basis, in the market position of the company, from the competition, product, corporate image and other dimensions to analyze; finally in theoretical research Based on the proposed price strategy, product strategy, channel strategy, promotion strategy personnel management strategy, tangible display strategy, service process strategy, the design of 7Ps service marketing strategy, and the challenges faced by the implementation of marketing strategy, from personnel security, The corresponding safeguard measures were put forward from the perspectives of perfect organizational security system and effective new system security. The research results of this paper have certain reference and reference value for Tianjin S Restaurant Management Co., Ltd. to formulate marketing strategies for operating Japanese cuisine.
查看全文：	预览  下载(下载需要进行登录)