海底捞服务营销战略分析

海底捞服务营销战略分析摘要改革开放30年，我国的经济得到了迅猛发展，人们收入也日益富足。随着人们生活水平的逐渐提高，人们的消费观念以及饮食习惯也发生了非常大的变化，人们在对餐饮本身提出高品位、以及无公害健康、营养的餐饮产品的同时也对餐饮服务提出了更多的要求。我国餐饮行业已经了经历了将近的30年的快速发展后，餐饮行业己经从单纯的进行产品质量竞争和简单的价格竞争逐渐转变为餐饮行业的服务理念竞争。但目前我国大多数的餐饮企业在激烈竞争的餐饮市场格局中，一般都只追求眼前的企业经济价值以及企业表面的光鲜艳丽，多数都缺乏深层次的对消费者的了解和关怀，根本就没有服务顾客的内在强烈意识，使得很多餐饮企业在无形中白白的损失了大量的客源。本文就是以市场营销学中的一些营销理论以及企业相关的管理学管理理论为基础，从营销、战略管理以及文化等角度，研究我国海底捞火锅企业和相似的企业在服务营销过程中需要注意的一些问题，强调海底捞等火锅企业在实施服务战略营销的过程中应该坚持以人为本的服务理念，处处应该为顾客着想，提高顾客对餐饮企业的关注度以及忠诚度。关键字：服务营销营销战略海底捞Abstract30yearsofreformandopeningup,China'seconomyhasbeendevelopingrapidly,People'sincomes,thegrowingaffluenceof.Withthegradualimprovementofpeople'slivingstandard,people'sconsumptionconceptandeatinghabitshavetakenplaceinverylargechanges.High-gradepeopleontherestaurantitself,aswellaspollutionhealth,nutrition,foodandbeverageproducts,whilealsocateringservicesmore,China'scateringindustryhasgonethroughnearlythe30yearsofrapiddevelopment,foodandbeverageindustryhasbeenfromasimpleproductqualitycompetitionandpricecompetitiongraduallytransformedintotheconceptofcompetitionfortheservicesofthecateringindustry.However,themajorityofourfoodandbeveragecompaniesinthehighlycompetitiverestaurantmarketpattern,generallyonlythepursuitofimmediateeconomicvalue,aswellasenterprisethesurfaceisglossyandgorgeous,themajorityofthelackofdeep-seatedunderstandingandcareforconsumers,thereisnoinherentstrongsenseofcustomerservice,thelossofalargenumberoftouristsmakesalotofcateringenterprisesinvirtuallywhite.Thisarticleisbasedonmarketingtheoryinthemarketingandbusinessmanagementtheoryfromtheperspectiveofmarketing,strategicmanagementandculture,ourseafishinghotpotenterprisesandsimilarenterprisesneedtopayattentiontotheprocessofservicemarketinganumberofissues,emphasizingseafishingandotherhotpotintheprocessofimplementingtheservicestrategicmarketingshouldadheretopeople-orientedserviceconcept,andeverywhereforthesakeofcustomers,improvecustomerattentionandloyaltyofthefoodandbeveragecompaniesKeywords：ServicesMarketingMarketstrategySeafishing目录摘要..................................................................................................................................................1Abstract.............................................................................................................................................21.绪论...............................................................................................................................................41.1研究背景.............................................................................................................................41.2研究意义.............................................................................................................................41.2.1理论意义.................................................................................................................51.2.2现实意义.................................................................................................................52.服务营销相关理论综述..............................................................................................................72.1服务营销概念.....................................................................................................................72.2服务营销理论研究成果.....................................................................................................73.海底捞服务现状............................................................................................................................83.1中国餐饮服务业的发展状况............................................................................................83.2海底捞简介与发展的状况................................................................................................83.3海底捞的服务..................................................................................................................94.海底捞服务营销战略分析........................................................................................................104.1海底捞的员工策略..........................................................................................................104.1.2海底捞的服务人员的管理...................................................................................104.1.3海底捞服务员的培训...........................................................................................104.1.4海底捞培养服务员价值观...................................................................................104.2服务营销策略..................................................................................................................114.2.1提供多种服务换取口碑........................................................................................114.2.2注意细节服务.......................................................................................................114.3海底捞企业服务文化......................................................................................................134.3.1创新管理理念.......................................................................................................134.3.2企业制度建设..................................................................