面对面餐饮公司铁路餐车经营策略研究

发布时间：2018-02-26 16:09

本文关键词： 铁路餐车 4P营销组合策略 STP目标市场定位内部营销客户满意度　出处：《郑州大学》2017年硕士论文　论文类型：学位论文

【摘要】：铁路餐车经营行业是完全竞争性市场,在不能及时满足乘客的差异化和高品质的需求主张变化的情境下,就会造成供求上的结构性失调,导致经营低迷。面对面餐饮公司于2011年进入铁路餐车经营领域,在经营方面存在服务效率低、客户满意度低、盈利空间下降等问题。为了适应市场形势的变化需要,面对面餐饮公司需要寻找自身经营中存在的不足,从挖掘客户的有效需求出发,制订有效的经营策略来更好地服务客户。本文将相关经营策略用于面对面餐饮公司的实践应用中,对于强化企业经营的服务意识和经营模式的转型升级具有直接引导作用,同时有利于实现客户满意度最大化,实现企业经营效益的提升。本文整体上采用理论与实证相结合、定性与定量相结合的研究方法,以面对面餐饮公司铁路餐车的经营为研究案例,从经营现状出发,分析问题,并制定解决方案。通过研究,本文从三个方面进行经营策略规划。第一,面对面餐饮公司需要聚焦细分市场,借助市场细分及定位来识别有效客户群。通过服务模式的多样化、差异化,服务资源的聚焦化,以此提升细分市场客户的满意度最大化。第二,面对面餐饮公司实施营销组合策略。在产品策略上,首先需要提高餐饮质量,在服务品质上满足乘客的有效需求,其次延伸服务项目,在经营内容上开辟铁路餐车新市场,同时需要科学设计铁路餐车的用餐环境。在价格策略上,丰富餐饮层次的基础上,针对不同的套餐制定不同的价格,实现价格的多样化,在保障不降低产品品质的情况下降低经营成本。在渠道策略上,开辟便捷通道,通过微信、APP等科技手段缩短客户服务距离,加强自媒体宣传。在促销策略上,开展优惠活动,通过促销推广手段调动乘客消费的积极性,加强公共关系建设。第三,面对面餐饮公司实施品牌经营策略,需要建立品牌认知,通过品牌形象塑造提升企业核心竞争能力。同时,加强品牌联合,借助强势品牌提升自身的知名度和影响力。为了保障经营策略的实施效果,需要加强企业内部的改革。第一,构建完善的经营服务体系,设计科学的集成管理体系,实现面对面餐饮公司经营管理模式创新。第二,加强内部培训的机制落实,加强员工激励的机制执行,进一步完善面对面餐饮公司培训激励机制。随着铁路运输模式的改革,铁路餐车的经营现状越来越不适应现实需要。受到长期以来的体制限制,铁路餐车的经营一直缺乏市场化的经营理念的渗透,之前也缺乏成熟的方案可供参考。本文将营销管理中的营销组合理论、目标市场定位理论、服务营销理论等理论,用于解决面对面餐饮公司铁路餐车经营效益不高的现实问题,具有一定的创新性。本文研究对于今后的该领域探索具有一定的思路启发意义,同时对铁路餐车经营同行有一定的参照借鉴价值。
[Abstract]:The railway dining car management industry is a completely competitive market. If the passenger's differentiation and high quality demand change in time, it will lead to the structural imbalance between supply and demand. In 2011, face to face catering company entered the field of railway dining car business. In order to meet the needs of the changing market situation, face to face catering company has some problems, such as low service efficiency, low customer satisfaction, low profit space, etc. Face to face catering companies need to look for the shortcomings in their own business, in order to tap the effective needs of customers, In order to better serve customers, this paper applies the related management strategies to the practical application of face-to-face catering companies, which can directly lead to the enhancement of service awareness and the transformation and upgrading of business models. At the same time, it is beneficial to maximize customer satisfaction and enhance the enterprise operating efficiency. In this paper, the research method of combining theory with empirical, qualitative and quantitative analysis is adopted as a whole. Taking the management of face-to-face catering company's railway dining car as a case study, this paper analyzes the problems and formulates the solution from the current management situation. Through the research, this paper carries on the management strategy planning from three aspects. First, Face-to-face catering companies need to focus on market segments and identify effective customer groups by market segmentation and positioning. Second, face to face catering companies implement marketing mix strategy. In product strategy, first of all, we need to improve the quality of food and beverage, in order to meet the effective needs of passengers in terms of service quality. Secondly, extending the service items, opening up a new market for railway dining cars in the business content, at the same time, we need to scientifically design the dining environment for railway diners. On the basis of price strategy and rich catering levels, we should make different prices for different sets of meals. To achieve price diversification, reduce operating costs without reducing product quality. In channel strategy, open up convenient channels, shorten customer service distance through technology means such as WeChat app, etc. Strengthen self-media publicity. In terms of promotion strategies, we should carry out preferential activities, mobilize the enthusiasm of passengers' consumption through promotional means, and strengthen the construction of public relations. Third, face-to-face catering companies should implement brand management strategies. It is necessary to establish brand awareness and enhance the core competitive ability of enterprises through brand image. At the same time, we should strengthen brand association and enhance our own popularity and influence with the help of strong brand. In order to ensure the implementation effect of management strategy, It is necessary to strengthen the internal reform of enterprises. First, we should construct a perfect management and service system, design a scientific integrated management system, and realize the innovation of the management mode of face-to-face catering companies. Second, we should strengthen the implementation of internal training mechanisms. With the reform of railway transportation mode, the present management situation of railway dining car is becoming more and more unsuitable for the practical needs, and it is restricted by the system for a long time, because of the strengthening of the staff incentive mechanism and the further improvement of the training incentive mechanism of face-to-face catering company. The management of the railway dining car has been lack of the penetration of the market-oriented management idea, and also lacks the mature plan for reference before. This paper introduces the marketing combination theory, the target market orientation theory, the service marketing theory and so on in the marketing management, and so on the marketing management theory, the target market orientation theory, the service marketing theory, etc. It has certain innovation to solve the practical problem of face to face catering company's railway dining car operation efficiency. The research in this paper has some enlightening significance for the future exploration in this field. At the same time, there is a certain reference value for railway dining car operators.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.3;F532.6

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