餐饮业的服务营销策略研究

华北水利水电学院毕业论文分类号编号华北水利水电学院NorthChinaInstituteofWaterConservancyandHydroelectricPower毕业论文题目餐饮业的服务营销策略研究学院管理与经济学院专业市场营销专业姓名xxxxxxx学号2007xxxxxx指导教师xxxxxxxxx2010年5月18日华北水利水电学院毕业论文I餐饮业的服务营销策略研究摘要：我国是一个重视餐饮并且有着很浓厚的餐饮文化的国家，所以餐饮市场的规模和潜力为国际餐饮行业所瞩目。加入世界贸易组织后，国际餐饮业进一步渗入我国的餐饮市场，我国餐饮业面临更为激烈的竞争。营销是餐饮业应对国际竞争和提高竞争力的一个重要手段，研究它对我们有着很大意义。与此同时，我国餐饮业的改革正在深入，多种所有制形式的餐饮企业都需要现代化管理作为支撑，营销策略将成为餐饮企业的核心竞争力之一。本文的研究主要运用了文献资料法、对比研究法和逻辑分析法，并结合了服务营销学、市场营销学等理论知识。从餐饮业经营面临个性化消费日趋明显、品牌特色更加突出、绿色餐饮业兴起和连锁经营成为主攻方向的现状出发，结合实际研究品牌策略、促销策略、产品策略、定价策略和渠道策略，并通过案例分析，对餐饮服务业目前存在的品牌建设滞后、营销模式传统、技术含量低、网络体系不成熟、缺乏营销规划等问题进行解决。研究结果表明，餐饮业企业要想健康的向上发展，就必须在抓住餐饮服务业特点的同时，学习科学合理的营销策略，并运用到日常经营管理中。关键词：餐饮业，服务营销，营销策略，研究华北水利水电学院毕业论文IITheStrategyResearchoftheCatering’sServiceMarketingAbstract：Chinaisacountrywhichthinksmuchofcatering,andattachesimportancetoitsculturaltraditions,thesizeandthepotentialofthecateringmarkethasabigforceininternationalcateringindustry.AfterjoiningtheWTO,theinternationalcateringindustryentersintoChinesecateringindustrymoreclosely,therefore,ourcateringindustryisfacingmoreintensecompetition.Andmarketingisanimportantmeanstodealwiththeinternationalcompetitionandtoincreasecompetitiveness,whichhasagreatsignificanceforus.Atthesametime,thereformofChinesecateringindustryisreformingdeeply,differentformsofownershipofthecateringbusinessneedtobesupportedbymodernmanagementandmarketingstrategieswillbecomeoneofthecorecompetitivenessinthecateringindustry.Thestudyreffersthedocuments,thecontrastmethodologyandthelogicalanalyticmethod,unifyingthetheoriticalknowledgeofthesevicemarketingandmarketing.Inrecentyears,cateringindustryisfacingincreasinglypersonalizedconsumer,moreprominentbrandcharacteristic,greenfoodisboomingupandchainoperatingcateringhasbecomethemaindirectionofthecurrentsituation。Accordingtothisreality，thispaperresearchingthemarketingstrategy,productstrategy,pricingstrategyandchannelstrategy。Throughcaseanalysising，tryingtofindapracticalsolutiontotheproblemsexistinginrecentfoodindustry,suchasbrandbuildinglagsbehind,marketingmodeltraditional,low-technology,networksystemsimmature,the华北水利水电学院毕业论文IIIlackofmarketingplanningandsoon。Theresultsshowthat,ifcateringindustrywantstogetahealthydevelopment,itisnecessarytoseizethecharacteristicsofcateringindustry,andatthesametime,weshouldstarttodevelopthereasonableandcorrectmarketingstrategy，establishanewmarketingconceptionandputthemintodailymangement.Keywords：CateringIndustry,ServiceMarketing,StrategyMarketing,Research华北水利水电学院毕业论文目录摘要...................................................................IAbstract..............................................................II1餐饮服务业营销概述...................................................11.1餐饮业界定.......................................................11.2服务业的特点.....................................................21.2.1服务的无形性.................................................21.2.2服务的不可分性...............................................31.2.3服务的易变性.................................................41.2.4服务的不可储存性.............................................42餐饮业营销的现状与问题分析...........................................52.1餐饮业营销的现状分析.............................................52.1.1食品消费快速增长.............................................52.1.2个性化消费日趋明显，品牌特色更加突出.........................52.1.3绿色餐饮业兴起...............................................62.1.4连锁经营将成为主攻方向.......................................62.2餐饮业营销的问题分析.............................................62.2.1餐饮品牌建设滞后.............................................62.2.2营销工作处于初级阶段，营销模式传统...........................72.2.3科技含量低、营销网络体系不成熟...............................7华北水利水电学院毕业论文2.2.4追求短期销售目标，缺乏营销规划...............................73餐饮业服务营销策略...................................................73.1品牌策略.........................................................83.1.1实施品牌化战略的重点.........................................83.1.2餐饮品牌的保护...............................................93.2促销策略.........................................................93.2.1餐饮广告促销................................................103.2.2优惠和赠品促销..............................................103.2.3新技术与餐饮促销............................................113.3产品策略........................................................133.3.1餐饮产品的质量要求..........................................133.3.2菜点质量控制................................................143.3.3餐饮服务质量管理............................................153.4定价策略........................................................163.4.1心理定价策略................................................163.4.2折扣策略....................................................173.4.3差别定价策略................................................173.4.4促销定价策略................................................173.4.5产品组合定价策略............................................183.5渠道策略........................................................193.5.1门店布置....................................................193.5.2流动外卖服务................................................19华北水利水电学院毕业论文3.5.3连锁经营.......................................