我国中式快餐连锁企业客户维系研究

发布时间：2018-05-16 01:24

本文选题：中式快餐连锁企业 + 客户维系　；参考：《广西大学》2007年硕士论文

【摘要】： 近年来，随着中国餐饮业、特别是快餐业的发展，处在第二集团的中式快餐已经在发力，在中国涌现了一大批多业态的餐馆、快餐连锁企业，中国快餐连锁企业持续快速发展。但是，中餐连锁经营的另一状况是，无论从销售业绩还是管理方式，它们与西式餐饮连锁店相比还存在较大差距。尤其在进入21世纪后，我国中式快餐连锁企业遇到了前所未有的机遇和挑战，客户流失问题己经成为制约其发展和效益提高的重要因素之一。快餐市场的争夺归根到底是各快餐企业对客户的争夺，对客户的争夺分为争取新客户和挽留老客户，后者即客户维系。为有效解决这一问题，本文以客户维系的相关理论为出发点，论述了我国中式快餐连锁企业发展的状况及其主要症结。通过对中式快餐连锁企业客户维系的现状进行分析，提出中式快餐连锁企业客户维系存在的问题。接着从客户满意的角度出发，采用问卷调查的形式，以天津市的几个中式快餐连锁企业和麦当劳、肯德基等西式快餐做对比，探讨了中式快餐连锁企业客户流失的原因，并提出如何在中式快餐连锁企业中达到客户满意、保持客户忠诚度的整体思路和具体策略，从而达到餐饮企业维系客户的目的。期望通过本文的研究可以提高我国餐饮企业客户关系管理水平，为中式快餐连锁企业提供客户维系的新思路和新方法。
[Abstract]:In recent years, with the development of Chinese catering industry, especially the fast food industry, the Chinese fast food in the second group has been developing, and a large number of restaurants, fast food chain enterprises and Chinese fast food chain enterprises have been emerging in China. However, another aspect of Chinese food chain operation is that there is still a big gap between Chinese food chain and western restaurant chain in terms of sales performance and management style. Especially after entering the 21st century, Chinese fast food chain enterprises in China have encountered unprecedented opportunities and challenges. The problem of customer turnover has become one of the important factors restricting their development and efficiency improvement. In the final analysis, the competition for fast food market is the competition for customers by various fast food enterprises. The competition for customers is divided into winning new customers and retaining old customers, the latter is customer maintenance. In order to solve this problem effectively, this paper discusses the development of Chinese fast food chain enterprises and its main sticking points based on the theory of customer maintenance. By analyzing the current situation of customer maintenance in Chinese fast food chain enterprises, the problems of customer maintenance in Chinese fast food chain enterprises are put forward. Then, from the angle of customer satisfaction, using the form of questionnaire, this paper compares several Chinese fast food chain enterprises in Tianjin with McDonald's, KFC and other western fast food, and probes into the reasons of customer turnover in Chinese fast food chain enterprises. It also puts forward the overall idea and specific strategy of how to achieve customer satisfaction and maintain customer loyalty in Chinese fast food chain enterprises, so as to achieve the purpose of maintaining customers in catering enterprises. It is expected that the research in this paper can improve the level of customer relationship management in Chinese catering enterprises and provide a new way of customer maintenance for Chinese fast food chain enterprises.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F719.3

【引证文献】