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论文编号：	3634
作者编号：	2220091928
上传时间：	2011/11/4 15:35:19
中文题目：	上海红壮日式铁板烧餐厅差异化营销战略研究
英文题目：	The study on the Differentiated Marketing Strategy of Shanghai Hongzhuang Japanese Teppan-Yaki Restaurant
指导老师：	张永强
中文关键字：	关键词： 差异化营销 产品与服务 营销管理
英文关键字：	Key Words： Differentiated Marketing, Product and Service, Marketing Management
中文摘要：	“民以食为天”,餐饮业作为一个古老的行业历经了几千年的发展至今经久不衰。近几年，我国的餐饮行业呈现快速持续的发展。2006年餐饮业实现零售额10345.5亿元，2007年实现零售额12352亿元，2008年实现零售额15404亿元，2009年实现零售额17998亿元，几乎每年都以20％以上的速度增长。但随着发展的深入，行业竞争程度也日趋激烈。餐饮行业经营已由传统的“粗放、模糊、个体经验式经营”向“精细、特色、连锁规模化经营”转型。我国的餐饮业已经进入行业洗牌期，处于交流新的营销思想、探索新的营销模式的阶段。在风险投资及资本运作日益发达的环境下，如何评价一个餐饮企业是否拥有良好的市场前景和盈利能力，市场营销的成功与否是上述两个问题必须考虑的关键因素。本文将上海红壮日式铁板烧餐厅（以下简称“上海红壮”）差异化市场营销战略系统解构，从营销的角度解读上海红壮自设立前构想到日常运作所一贯坚持的营销观点——“餐饮行业中，差异化营销的关键是对顾客需求的认知和营销方式的创意”，从实际运作的角度诠释餐饮行业的差异化市场营销战略。本论文共分六章。第一章绪论，主要介绍论文的研究背景和研究意义、研究思路和研究方法以及研究框架。第二章回顾了竞争战略的定义和核心问题以及差异化营销的含义，为本文研究提供理论支撑。第三章主要对上海红壮的市场营销环境进行分析，从其需求环境、竞争环境等多方面进行综合分析。第四章基于环境分析给出上海红壮差异化营销战略选择。第五章从资金来源、组织结构、人力资源、管理制度等方面论述差异化营销战略的实施。第六章为结论，对本文的研究进行归纳和总结。本文的创新在于通过理论和实际相结合的研究，阐述了上海红壮差异化市场营销的战略思想。并从实际操作的角度，对以上海红壮为代表的餐饮行业的营销战略的实施提出对策和建议。
英文摘要：	There is an old saying that “Food is the paramount necessity of the people.” Catering industry as an old industry has been eudured after several thousand years of development. In recent years, China’s catering industry has developed quickly and sustained. In 2006, catering industry’s turnover is 10345.5 billion yuan, 12352 billion yuan in 2007, 15404 billion yuan in 2008, and 17998 billion yuan in 2009. Turnover in nearly every year has grown more than 20 percent. But with de thorough of the development, the fierce competition become increasingly in the industry. The traditional extensive, fuzzy, individual catering industry management has became to be a characteristic, chain scale management. China’s catering industry has entered into the industry reshuffle period, which is full of the new marking idea and new marking mode. In a environment of high investment’s risk and capital operation, how can we evaluate the catering enterprises whether they have good market prospect and profitability or not? The answer is theirs’ marketing strategy. The cognize of the customer demand and the originality of marketing methods is the key of differential marketing strategy in Shanghai Hongzhuang Japanese Teppan-Yaki Restaurant (eg. Shanghai Hongzhuang for short). The text will descript the restaurant’s market strategy clearly. We hope that we can help to have further understanding of actual using in market strategy in catering industry. The text is divided into six chapters. The first chapter is the introduction, it introduces the background, significance the idea, method and framework of the research. In order to provide the theoretical support of this text, the second chapter reviews the definition and core of the competitive strategy and the meaning of the differential marketing. The third chapter basically to analyze the restaurant’s marketing strategy from its environment, market and financial aspect of analysis. The fourth chapter is to introduce the restaurant’s choice in marketing strategy. The fifth chapter is to introduce the restaurant’s organization structure, human resources, management system which are coordinate with the market strategy. The sixth chapter is the conclusion of the text. The innovation of this text is expound the research of The Hongzhuang Restaurant’s market strategic idea by combine theory and practice. From practical point of view, the implement of the differentiated marketing strategy is suggested in the paper on the catering industry which is represented by Shanghai Hongzhuang.
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