长沙南二环餐饮促销模式探讨

CHENGNANCOLLEGEOFCSUST毕业设计（论文）题目：长沙南二环餐饮促销模式探讨学生姓名：华瑶瑶学号：201093250204班级:1002班专业：市场营销指导教师：杨华峰2014年6月长沙南二环餐饮促销模式探讨学生姓名：华瑶瑶学号：201093250204班级：市营1002班所在院(系):经济与管理二系指导教师：杨华峰完成日期:I摘要国内市场竞争伴随着国民经济的快速发展而愈发激烈，由于顾客资源的有限性，为争夺有限的市场份额，促销大战在各类企业之间愈演愈烈。另外，得益于我国居民消费水平的普遍提高，餐饮行业的发展趋势及市场规模将不断扩展。然而，以湘菜闻名遐迩的长沙，其餐饮业所焕发出来的勃勃生机一直势不可挡。凭借着明显的环线交通优势，贯穿于长沙市中心城区的南二环，曾被誉为“三湘美食一条街”，其餐饮行业已经步入了快速发展的轨道。诚然，长沙南二环餐饮业面临新发展机遇的同时，激烈的市场竞争格局也使其发展举步维艰，考验重重。为在竞争中稳求发展，本文着重以南二环餐饮为调查研究对象，运用问卷调查、文献索引、实地调查等研究方法，对国内外有关促销的研究现状进行分析并进一步了解了促销的基本理论，同时分析了南二环餐饮促销模式的现状，再者通过问卷调查形式对长沙南二环餐饮促销影响因素进行调查。最后结合促销模式发展趋势、问卷调查结果及餐饮促销存在的问题，对今后长沙南二环餐饮促销模式的优化提出了几点建议与对策。关键词：餐饮业；长沙南二环；促销模式IITHEDININGPROMOTIONALMODEDISCUSSIONOFCHANGSHASOUTHSECONDRINGABSTRACTWiththerapidandstabledevelopmentofnationaleconomy,competitionofdomesticmarketgrowsmoreandmoreviolent.Inordertoattractcostumerresourceswhicharelimited,thewarofpromotionisbrewingbetweencompaniesathomeandabroad.Besides,duetotheincreasingincomeofbothurbanandruralcitizens,nationalrestaurantindustryhasthetrendforviolentdevelopment.Changsha’srestaurantindustry,whichisfamousforitsspecialdish--Xiangdish,however,turnstooverwhelmingthriving.Besides,ithasyetcaughtupwiththehighwayspeedofdevelopment,consideringitsobviousadvantageofroundroadtrafficanditssecondsouthernring,whichcutsrightthroughthecentercityandisbestowedthereputationofbeing“thegourmandcenterofHunanprovince”.Admittedly,thecateringindustryinSouthSecondRingofChangshaisfacingsomenewopportunities.Butatthesametime,thefiercecompetitionmakesitdifficultforitsdevelopment.focusingonthecateringinTheSecondRing,Thearticleusessurvey、literature、fieldsurveyandothermethodstoanalyzesalespromotionorresearchstatusathomeandabroad.Bymeansofthat,wehaveafurtherunderstandingofthebasictheoryofmarketing.andthenweanalyzethecurrentsituationofeconomyrestaurantpromotionpattern.Besides,weinvestigatetheinfluencingfactorsofsalespromotionbysurvey.Finally,wecombinethetrendofpromotionmodewiththeresultsofthequestionnaire.AtlastweputforwardsomesuggestionsandmeasuresforoptimizingthecateringpromotionpatterninSouthSecondRingofChangshainfuture.Keywords:restaurantindustry；TheSouthSecondRinginChangsha；Promotionalmode目录摘要.......................................................................................................................................IABSTRACT.........................................................................................................................II1绪论..................................................................................................................................11.1研究背景与意义..................................................................................................11.2国内外研究现状分析..........................................................................................21.2.1国内文献研究现状...........................................................................................21.2.2国外文献研究现状...................................................................................31.2.3研究现状评述...........................................................................................41.3论文研究的主要内容..........................................................................................41.3.1论文研究框架...........................................................................................41.3.2研究主要内容...........................................................................................51.4论文的研究方法..................................................................................................62促销基本理论..................................................................................................................72.1体验促销理论......................................................................................................72.2推销方格理论......................................................................................................82.2.1推销员方格...............................................................................................82.2.2顾客方格...................................................................................................92.2.3推销人员方格与顾客方格的关系........................................................103长沙南二环餐饮促销模式现状分析...........................................................................113.1基本情况分析....................................................................................................113.1.1促销策略繁多但缺乏创意.....................................................................123.1.2经济型餐馆为主，装修风格简朴........................................................123.1.3节日促销活动繁多，促销团队不专业................................................133.2.4促销广告发布渠道传统单一.................................................................133.2存在的主要问题................................................................................................133.2.1促销模式同质化.....................................................................................133.2.2消费者对促销信息感知不足.................................................................143.2.3过于强调促销，未能做好配套服务...................................................