联系我们

论文查询结果	返回搜索

论文编号：	11250
作者编号：	2220160818
上传时间：	2019/12/10 10:20:24
中文题目：	上海老盛兴餐饮管理有限公司营销策略研究
英文题目：	Research on Marketing Strategy of Shanghai Laoshengxing Catering Management Co., Ltd.
指导老师：	张永强
中文关键字：	盛兴快餐产品；消费者心理；市场定位；营销策略
英文关键字：	Shengxing fast food products; Consumer psychology; Market positioning; Marketing strategy
中文摘要：	盛兴快餐产品作为上海老字号快餐食品店，自上市后在市场中能够利用优势迅速提升自身在中低端快餐食品市场中的份额，面对消费者及变化的市场环境，依托上海老盛兴餐饮管理有限公司多年以来的渠道布局，出色的生产研发技术，优秀的营销团队，持续保持一定的市场地位，连年创造业绩新高，占据着中国中低端快餐食品的一席之地。 本文针对盛兴快餐产品现行营销策略，运用4P营销组合理论进行分解并逐项分析，找出存在问题。将上海老盛兴餐饮管理有限公司盛兴快餐产品作为研究对象，采用数据分析和实际案例研究方法，从品牌的策略端出发，结合盛兴快餐产品现有的市场表现，思考现有营销策略，挖掘出现有营销策略中出现的弊端及潜在的问题。通过相关案例与数据的分析与研究，对现状市场中出现的弊端给出相应合理化的建议，并将以案例的分析进行验证。 结果表明，盛兴快餐产品在当前国内快餐食品产业中快速发展，完全归功于科学合理的市场细分、市场定位、营销组合等。尤其是近年来，快餐产品企业间的竞争日益激烈，上海老盛兴餐饮管理有限公司凭借完善的餐饮企业数据，以不同市场细分因素将市场细分化，盛兴快餐产品定义为中低端快餐食品，目标消费人群分成不同类型，根据市场定位特征，将二者相互匹配。盛兴快餐产品以自身的餐饮企业与渠道的优势，通过与新兴科技手段的结合，以及多种营销组合的运用，有针对性地向目标市场传播餐饮企业信息、活动信息等相关资讯，同时把握消费者心理，注重餐饮企业情感诉求及利益点，进而加深消费者品牌印记，提升消费者认知，并达成购买行为，助力企业的发展。它的成功经验值得行业内的同类型的企业学习和借鉴。但与此同时，在市场表现中存在很多问题也浮出水面，那么如何解决的答案，需要在今后的实践中去探索与寻找。
英文摘要：	As a Shanghai established fast food store, Shengxing fast food products have been able to make use of their advantages in the market to rapidly increase their share in the middle and low end fast food market, face consumers and changing market environment, rely on the channel layout of Shanghai Laosheng Xing Food and Beverage Management Co., Ltd for many years, excellent production research and development technology, excellent marketing team, continue to maintain a certain market position, and create new results year after year. It occupies a place in the middle and low end of fast food in China. In this paper, according to the current marketing strategy of Shengxing fast food products, the 4p marketing combination theory is used to decompose and analyze item by item, and the existing problems are found out. Taking Shengxing fast food products of Shanghai Laoshengxing Food and Beverage Management Co., Ltd as the research object, using the methods of data analysis and actual case study, starting from the strategic end of the brand, combining the existing market performance of Shengxing fast food products, thinking about the existing marketing strategies, and excavating the malpractices and potential problems in the existing marketing strategies. Through the analysis and research of the relevant cases and data, this paper gives the corresponding rationalization suggestions for the drawbacks in the current market, and will be verified by the case analysis. The results show that the rapid development of Shengxing fast food products in the domestic fast food industry is completely due to scientific and reasonable market segmentation, market positioning, marketing mix and so on. Especially in recent years, the competition among fast food products enterprises is becoming more and more fierce. Shanghai Laoshengxing Food and Beverage Management Co., Ltd., by virtue of perfect catering enterprise data, divides the market into different market segmentation factors. Shengxing fast food products are defined as middle and low end fast food, and the target consumer population is divided into different types. According to the characteristics of market positioning, the two match each other. Shengxing fast food products with the advantages of their own catering enterprises and channels, through the combination with new scientific and technological means, to And the use of a variety of marketing combinations, targeted to the target market to disseminate catering enterprise information, activity information and other related information, at the same time grasp the psychology of consumers, pay attention to the emotional demands and interests of catering enterprises, and then deepen the brand mark of consumers, enhance consumer awareness, and achieve purchasing behavior to help the development of enterprises. Its successful experience is worthy of learning and drawing lessons from the same type of enterprises in the industry. But at the same time, there are many problems in the market performance also surfaced, so how to solve the answer, we need to explore and find out in the future practice.
查看全文：	预览  下载(下载需要进行登录)