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论文编号：	13596
作者编号：	2320200517
上传时间：	2022/12/4 22:17:51
中文题目：	HQ日式料理店营销策略及其实施研究
英文题目：	Research on the Marketing Strategy and Implementation of HQ Japanese Restaurant
指导老师：	张永强
中文关键字：	HQ日式料理店、餐饮店营销、营销策略
英文关键字：	HQ Japanese cuisine restaurant , restaurant marketing ,marketing strategy
中文摘要：	摘要 随着人们生活水平的提高，对各种文化的包容也越来越强，包括对各种饮食文化的接纳程度。其中，日式料理通过其产品、服务、价格、氛围等一系列综合因素，始终吸引着国内大批的食客，有其较为固定的市场，近些年来发展规模也越来越大。在这样的背景下，2022年初，HQ在天津市南开区水上公园北路开办日式料理专门店，以期取得更好的发展。然而餐饮业其低门槛和大众化的特点，注定行业面临着激烈的竞争，加上新冠肺炎疫情，让本就面临成本高企难题的餐饮业举步维艰，日式料理也同样受到了很大冲击。 本文基于对HQ日式料理店基本情况和发展历程的深入了解，通过PEST分析法对其外部环境进行确立，通过五力模型对其市场地位、竞争对手进行剖析，通过SWOT分析法研究其优劣势以及存在的机会和威胁，探讨得出现阶段其营销策略面临的问题。明确问题和方向后，通过STP战略营销理论对其市场定位进一步明确，通过7Ps营销组合理论细化其各个方向的营销策略，再通过客户关系管理理论对客户关系维护进一步升级，达到营销组合全面推进的效果。最后，在组织、制度、技术、人员等方面提出实施方案，建立行之有效的保障体系和解决办法，保障营销策略得以实施，从而达到扩大规模、降本增效、可持续发展的目的。 更重要的意义在于，本文通过HQ日式料理店这样的案例样本，阐述了日式料理发展现状及未来趋势，深入分析了日式料理面临的风险因素，充分挖掘了业务增长突破口，也是很多年轻创业者都能较为容易接触到的门槛和场景，具有较高的借鉴意义。 关键词：HQ日式料理店、餐饮店营销、营销策略
英文摘要：	Abstract With the improvement of people's living standards, the tolerance of various cultures is becoming stronger, including the acceptance of various food cultures. Among them, Japanese cuisine, through a series of comprehensive factors such as its products, services, price, and atmosphere, has always attracted a large number of domestic diners, with its relatively fixed market, and in recent years, the development scale is also getting bigger and bigger. In this context, in early 2022, HQ opened a Japanese cuisine restaurant on North Water Park Road, Nankai District, Tianjin, in order to achieve better development. However, the low threshold and popular characteristics of the catering industry have doomed the industry to face fierce competition. Coupled with the COVID-19 epidemic, the catering industry, which is already facing high costs difficult, has struggled, and Japanese cuisine has also been greatly impacted. This article is based on the basic situation of HQ Japanese restaurant and the thorough understanding of the development process, through PEST analysis to establish the external environment, through the five force model to analyze its market position, competitors, through SWOT analysis to study its advantages and disadvantages and existing opportunities and threats, discusses the problems of its marketing strategy. After clarifying the problem and direction, the market positioning is further defined through STP strategic marketing theory, the marketing strategy in all directions is refined through 7Ps marketing combination theory, and then the customer relationship maintenance is further upgraded through customer relationship management theory, so as to achieve the effect of comprehensive promotion of marketing combination. Finally, in the organization, system, technology, personnel and other aspects of the implementation plan, establish an effective guarantee system and solutions, to ensure the implementation of the marketing strategy, so as to achieve the purpose of scale expansion, cost reduction and efficiency, sustainable development. More important significance is that this article through HQ Japanese cuisine restaurant such case samples, this paper expounds the development present situation and future trend of Japanese cuisine, in-depth analysis of the risk factors facing the Japanese food, fully excavate the business growth breakthrough, is also a lot of young entrepreneurs can be more easily access to the threshold and scene, has a high reference significance. Key Words: HQ Japanese cuisine restaurant , restaurant marketing ,marketing strategy
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