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论文编号：	12023
作者编号：	2120183054
上传时间：	2020/12/10 12:38:48
中文题目：	六佰田日本料理的服务营销策略研究
英文题目：	Research on service marketing strategy of Liubaitian Japanese Cuisine
指导老师：	吴晓云
中文关键字：	日本料理；营销战略；服务营销；保障措施
英文关键字：	Japanese Cuisine; Marketing Strategy; Service marketing; Guarantee measures.
中文摘要：	随着我国经济的快速发展，居民生活水平的大幅度提高，餐饮行业迅速崛起，获得新的生机和发展机遇。改革开放的步伐使得餐饮行业走进第三产业成为其重要支柱，为国民经济发展添砖加瓦。餐饮企业的多元发展促进餐饮文化的发扬光大，广大消费者对餐饮服务的需求更新换代，他们更加愿意寻求创新的消费体验。日本料理因为其自身的特殊优势进入中国餐饮市场，迅速被消费者所接受和青睐，在餐饮市场占据了一席之地，掀起一阵日式美食风波。在餐饮市场迅速发展和扩张的同时，市场竞争也愈演愈烈，餐饮市场一度出现饱和的状态，业界即将面对巨大的市场挑战。因此，企业若想在餐饮市场占据一定的市场份额，保证企业的生存和持续发展，应该制定和实施合理的营销策略，并保障策略的落地实施。 本文以六佰田（天津）餐饮管理有限公司所经营的日本料理餐厅为研究对象，采用文献分析法、案例分析法、模型分析法等方法，提出相关的建议，并制定相应的服务营销策略和实施保障措施，旨在对其发展产生一定的现实指导意义。 本文首先回顾了环境分析工具、营销战略理论、服务营销理论等相关基础理论，为进一步研究打下基础。其次，本文介绍了六佰田日料的公司概况和经营情况，分析了公司所处的宏观环境，通过数据调查分析日料餐饮的市场现状、预测未来发展趋势，指出日料行业和本公司所面临的实际问题。然后，运用SWOT模型分析六佰田日料公司的优劣势、机会和威胁，根据以上分析进行市场细分、市场选择和市场定位。最后，提出7Ps服务营销策略设计，并从企业文化、采购管理和物流支持三个方面提出相应的保障措施。 本文的研究成果，希望能对六佰田餐饮管理有限公司的营销和经营，产生一定的借鉴和参考价值。
英文摘要：	With the rapid development of my country's economy and the substantial improvement of residents' living standards, the catering industry has risen rapidly, gaining new vitality and development opportunities. The pace of reform and opening up has made the catering industry's entry into the tertiary industry an important pillar, contributing to the development of the national economy. The diversified development of catering companies promotes the development of catering culture. Consumers are more willing to seek innovative consumer experiences because they have new and updated demands for catering services. Japanese cuisine entered the Chinese catering market because of its own special advantages, and was quickly accepted and favored by consumers, occupying a place in the catering market, causing a wave of Japanese cuisine. With the rapid development and expansion of the catering market, market competition has also intensified. The catering market was once saturated, and the industry is about to face huge market challenges. Therefore, if an enterprise wants to occupy a certain market share in the catering market and ensure its survival and sustainable development, it should formulate and implement a reasonable marketing strategy and ensure the implementation of the strategy. This article takes the Japanese restaurant operated by Liubaitian (Tianjin) Catering Management Co., Ltd. as the research object. It uses literature analysis, case analysis, and model analysis to put forward relevant suggestions and formulate corresponding service marketing strategies and the implementation of safeguard measures aims to produce certain practical guiding significance for its development. This article first reviews relevant basic theories such as environmental analysis tools, marketing strategy theories, and service marketing theories to lay a foundation for further research. Secondly, this article introduces Liubaitian’s company profile and operating conditions, analyzes the company’s macro environment, analyzes the current market situation of Japanese food catering through data surveys, predicts future development trends, and points out the actual problems of the daily food industry and the company faced. Then, this research uses the SWOT model to analyze the advantages, disadvantages, opportunities and threats of Liubaitian Japanese Materials Company, and conduct market segmentation, market selection and market positioning based on the above analysis. The research results of this article will hope to produce certain reference and reference value for the marketing and operation of Liubaitian Catering Management Co., Ltd.
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