某中式连锁快餐企业的营销策略

发布时间：2018-03-19 02:28

本文选题：餐饮　切入点：仔皇煲　出处：《对外经济贸易大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着人民大众的生活水平逐年提高,可支配资金稳步增长,带动了消费类产品市场的繁荣。餐饮市场表现相当活跃,近十几年来,国际连锁快餐如麦当劳、肯德基等均在国内开花结果,于此同时,国内也出现了不少家知名连锁快餐如永和豆浆、和合谷等。“仔皇煲”公司作为后起之秀,自2012年成立起至今,已经拥有十几家门店,获得了不少顾客的青睐。本文通过分析“仔皇煲”的特点,明确了公司的市场定位,进一步根据市场的细分确定了“仔皇煲”对于其目标细分市场的选定,最后通过研究“仔皇煲”的营销策略,分别在产品层面、价格层面、渠道层面和促销层面做了较深入的研究,结合餐饮业的特点,还提出了第五点服务层面,彰显出公司在特定行业中与众不同的营销方式。另外,“仔皇煲”借鉴现如今非常火爆的互联网思维,建立了一些新思路新想法。在以上所有研究成果的基础上,本文还进一步提出了一些营销策略的建议和保障方案。
[Abstract]:With the improvement of living standards and the steady growth of disposable funds, the consumer product market is booming. The food and beverage market is very active. In recent years, international fast food chains such as McDonald's, KFC and others have all blossomed in China. At the same time, many well-known fast food chains such as Yonghe Soybean Milk and Hegu have also appeared in the country. As a rising star, KFC has had more than a dozen stores since its establishment in 2012. By analyzing the characteristics of "Zaihuang pot", this paper clarifies the market position of the company, and further determines the choice of the target market segment of "Zaihuang pot" according to the market segmentation. Finally, through the study of the marketing strategy of "Zaihuang pot", the author makes a deeper study on the product level, the price level, the channel level and the promotion level, combining the characteristics of the catering industry, and puts forward the fifth level of service. Highlights the company's unique marketing methods in a particular industry. In addition, the "Xiao Huang Bao" draws on today's very popular Internet thinking, building on some new ideas and new ideas. On the basis of all the above research results, This article also further puts forward some marketing strategy suggestion and the safeguard plan.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.3;F274

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