克食克粥城市场营销策略研究

发布时间：2018-04-27 06:36

本文选题：市场营销 + 快餐连锁　；参考：《大连理工大学》2010年硕士论文

【摘要】： 快餐是社会经济、政治、文化和社会生活发展到一定阶段的产物。职业妇女的增多,工作和生活节奏的加快,单位家庭规模的缩小以及可用于饮食活动的收入的增加,是快餐行业产生、发展、兴旺的主要原因。现代快餐业起源于1920年代,在1960年代迅速向欧洲扩张。此后,经过几十年的发展,世界快餐界已趋于成熟。我国快餐业起步较晚。随着KFC于1987年在北京开设的第一家分店,现代快餐概念被引入了中国。此后,各种洋快餐如麦当劳、必胜客等纷纷登陆国内并在短短十年时间内迅速覆盖全国的大中型城市。在外来快餐的刺激下,中式快餐行业也迅速发展起来并成为国内餐饮企业的一只生力军。可是,纵观全局,国内快餐行业企业大部分仍停留在传统经营模式或者模仿外来快餐的形式上,而对于其战略发展、营销方式、市场环境等影响快餐行业发展的因素及策略,却没有进行彻底深入的思考及研究。本文首先提出了克食克粥城在市场营销方面存在的问题,分析了粥城的内部和外部营销环境,包括行业分析、竞争能力分析、消费者分析、企业资源分析等。随后,根据其企业文化和服务理念,进行了市场细分和目标市场选择及定位,锁定了消费者群体。最后运用服务营销学知识,结合粥城本身的能力和现状,制定出适合其发展的7P营销策略，，并给出了相应的实施保障。本土中式快餐的品牌化发展过程是漫长而复杂的,并不是一朝一夕就可以完成。克食克粥城应从实际情况出发,通过全体员工的共同努力,一步一步实施服务营销策略,直至成为大连市一流的本土中式快餐企业之一。也希望通过本文的研究,为其他快餐企业营销策略的制定提供一些参考思路。
[Abstract]:Fast food is the product of the development of social economy, politics, culture and social life. The increase of working women, the acceleration of work and life rhythm, the reduction of unit family size and the increase of income available for dietary activities are the main reasons for the emergence, development and prosperity of the fast food industry. Modern fast food originated in the 1920 s and expanded rapidly into Europe in the 1960 s. Since then, after decades of development, the world fast food industry has tended to mature. China's fast food industry started late. With KFC's first branch in Beijing in 1987, the concept of modern fast food was introduced into China. Since then, a variety of foreign fast food such as McDonald's, Pizza Hut have landed in the country and in a short period of 10 years quickly covered the country's large and medium-sized cities. Under the stimulation of foreign fast food, Chinese fast food industry has also developed rapidly and become a new force of domestic catering enterprises. However, looking at the overall situation, most domestic fast food industry enterprises still stay in the traditional business model or imitate the form of foreign fast food, but for its strategic development, marketing mode, market environment and other factors and strategies affecting the fast food industry development, But has not carried on the thorough thorough ponder and the research. This paper first puts forward the problems existing in the marketing of Keshuke porridge city, and analyzes the internal and external marketing environment, including industry analysis, competitive power analysis, consumer analysis, enterprise resource analysis and so on. Then, according to its corporate culture and service concept, the market segmentation and target market selection and positioning are carried out, and the consumer group is locked in. Finally, by using the knowledge of service marketing, combining the ability and present situation of congee city itself, the 7p marketing strategy suitable for its development is worked out, and the corresponding implementation guarantee is given. The brand development process of native Chinese fast food is long and complex, and can not be completed overnight. Keshuke porridge city should proceed from the actual situation, through the joint efforts of all staff, step by step implement the service marketing strategy, until become one of the first-class local Chinese fast food enterprises in Dalian. I also hope to provide some reference ideas for the marketing strategy of other fast food enterprises through the research of this paper.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F274;F719.3

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