中天餐饮公司差异化聚焦策略研究
发布时间：2018-08-30 19:57
【摘要】： 中天公司作为上海市火锅市场的一支新秀,在竞争激烈的上海餐饮市场,如何实现自身的快速成长和可持续发展,是面临的重大而迫切的现实问题。 通过对上海市场餐饮市场,特别是火锅行业竞争情况的分析,结合竞争战略理论,本文认为,综观整个上海火锅市场,当今餐饮市场的竞争,归根到底是品牌之争,谁的品牌受消费者欢迎,谁就拥有市场。许多餐饮企业正是通过企业品牌的树立去实现有形资产到无形资产到有形资产的资金积累和企业扩张。 而品牌竞争的关键就是差异化。在餐饮企业中,缺乏差异化使得火锅业竞争异常激烈。结合中天公司的自身特点和主要竞争对手的情况,本文认为中天公司的品牌定位是：通过差异化竞争,让中天公司做成上海中档火锅餐饮的第一品牌。 在中天公司品牌定位明确以后,中天还需要通过具体的策略实施来制造和实现这些差异。根据市场营销学中的4P理论、服务营销理论,结合中天公司的自身特点,中天在差异化策略中主要采用的是“产品(物流)差异化、价格差异化、选址(渠道)差异化和服务差异化”策略。通过这一系列的差异化策略,可以使中天公司与竞争对手之间的差异越来越大,并最终实现中天公司既定的目标,在激烈的竞争中,赢得生存与发展。 本文的研究不仅能够为中天公司提供一个战略性的竞争思路和发展规划,同时也能够为同类企业如何参与市场竞争提供有益的借鉴。并能从理论上丰富和深化中国情境下的竞争战略理论。
[Abstract]:As a new talent in Shanghai hot pot market, Zhongtian Company is faced with important and urgent practical problems how to realize its rapid growth and sustainable development in the competitive Shanghai catering market. Based on the analysis of the competition in Shanghai market, especially the hot pot industry, and the theory of competition strategy, this paper holds that the competition of the catering market in Shanghai is, in the final analysis, brand competition. Whoever has a brand that is popular with consumers will have a market. Many catering enterprises realize the accumulation of funds from tangible assets to intangible assets and the expansion of enterprises through the establishment of enterprise brand. The key to brand competition is differentiation. In catering enterprises, the lack of differentiation makes the hot pot industry extremely fierce competition. Combined with the characteristics of Zhongtian Company and the situation of its main competitors, this paper points out that the brand orientation of Zhongtian Company is to make Zhongtian Company into the first brand of Shanghai mid-range hot pot catering through differentiated competition. After the brand positioning of Zhongtian is clear, Zhongtian needs to make and realize these differences through specific strategies. According to the 4P theory in marketing, the service marketing theory and the characteristics of Zhongtian Company, Zhongtian mainly adopts "product (logistics) differentiation and price differentiation" in the differentiation strategy. Location (channel) differentiation and service differentiation "strategy." Through this series of differentiation strategies, we can make the difference between Zhongtian Company and competitors more and more big, and finally achieve the established goal of Zhongtian Company, and win survival and development in the fierce competition. The research in this paper can not only provide a strategic competitive thinking and development plan for Zhongtian Company, but also provide a useful reference for similar enterprises to participate in market competition. And can enrich and deepen the competitive strategy theory in Chinese context theoretically.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F719.3
本文编号：2214126
[Abstract]:As a new talent in Shanghai hot pot market, Zhongtian Company is faced with important and urgent practical problems how to realize its rapid growth and sustainable development in the competitive Shanghai catering market. Based on the analysis of the competition in Shanghai market, especially the hot pot industry, and the theory of competition strategy, this paper holds that the competition of the catering market in Shanghai is, in the final analysis, brand competition. Whoever has a brand that is popular with consumers will have a market. Many catering enterprises realize the accumulation of funds from tangible assets to intangible assets and the expansion of enterprises through the establishment of enterprise brand. The key to brand competition is differentiation. In catering enterprises, the lack of differentiation makes the hot pot industry extremely fierce competition. Combined with the characteristics of Zhongtian Company and the situation of its main competitors, this paper points out that the brand orientation of Zhongtian Company is to make Zhongtian Company into the first brand of Shanghai mid-range hot pot catering through differentiated competition. After the brand positioning of Zhongtian is clear, Zhongtian needs to make and realize these differences through specific strategies. According to the 4P theory in marketing, the service marketing theory and the characteristics of Zhongtian Company, Zhongtian mainly adopts "product (logistics) differentiation and price differentiation" in the differentiation strategy. Location (channel) differentiation and service differentiation "strategy." Through this series of differentiation strategies, we can make the difference between Zhongtian Company and competitors more and more big, and finally achieve the established goal of Zhongtian Company, and win survival and development in the fierce competition. The research in this paper can not only provide a strategic competitive thinking and development plan for Zhongtian Company, but also provide a useful reference for similar enterprises to participate in market competition. And can enrich and deepen the competitive strategy theory in Chinese context theoretically.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F719.3
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相关期刊论文 前2条
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2 范秀成;李建州;;顾客餐馆体验的实证研究[J];旅游学刊;2006年03期
，本文编号：2214126
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