泥巴味道酒吧二次创业发展策略研究

发布时间：2018-01-12 06:25

本文关键词：泥巴味道酒吧二次创业发展策略研究　出处：《兰州大学》2014年硕士论文　论文类型：学位论文

【摘要】：当今,生活节奏越来越快,酒吧逐渐成为人们释放压力、沟通心灵的一个场所,或者思考、或者吟唱、或者与知己交流、或是商务洽谈,酒吧是文化的传播者,更是人们休闲放松的场所。酒吧业的健康发展可以提升所在城市的品位。近年来,兰州市的酒吧数量在增多,竞争更加激烈,本文将以兰州市一家小型酒吧-泥巴味道为例,阐述该酒吧经营现状、消费者特征以及酒吧要进一步发展亟需解决的问题和策略设计,从而引领泥巴味道酒吧向更长远的发展,也为其他酒吧创业者提供参考。本文采用理论应用和案例分析相结合方法进行研究,运用消费心理、顾客忠诚、服务营销等理论分析泥巴味道酒吧在发展过程中赢取消费者满意度的策略和管理方法,为中小企业在创业成长和发展中的策略和赢取消费者的路径给出建议。论文主要分为六个部分,第一部分为绪论,是本文的必要组成部分；第二部分为理论基础,是本文研究的理论基础与依据；第三部分为泥巴味道酒吧经营现状及消费者特征分析；第四部分为泥巴味道酒吧市场竞争环境分析；第五部分为泥巴味道酒吧持续发展策略,最后一部分为结语与展望。本文的研究正是在中小企业二次创业的大背景下对泥巴味道酒吧的近一步发展展开分析与思考,通过本文的研究,给出了泥巴味道酒吧持续发展的策略,不仅对泥巴味道酒吧的发展有指导意义,对有类似发展困境的中小企业同样有一定的借鉴作用。
[Abstract]:Nowadays, the pace of life is getting faster and faster, the bar has gradually become a place where people release pressure, communicate with their hearts, or think, sing, communicate with their confidants, or negotiate business. Bars are the disseminators of culture. It is also a place for people to relax. The healthy development of the bar industry can improve the taste of the city. In recent years, the number of bars in Lanzhou is increasing and the competition is more fierce. This article will take a small bar in Lanzhou as an example to explain the current situation of the bar management. Consumer characteristics and further development of the bar to solve the problems and strategic design, so as to lead the muddy taste bar to a more long-term development. It also provides reference for other bar entrepreneurs. This paper uses the method of theoretical application and case analysis to study, using consumer psychology, customer loyalty. The theory of service marketing analyzes the strategies and management methods of winning consumer satisfaction in the development process of muddy bar, and gives some suggestions for the strategy of small and medium-sized enterprises in the process of entrepreneurial growth and development and the way to win consumers. The paper is divided into six parts, the first part is the introduction, is the necessary part of this paper; The second part is the theoretical basis, which is the theoretical basis of this paper. The third part is the analysis of the current situation of the muddy bar and the characteristics of the consumers. The 4th part is the analysis of the market competition environment of the muddy bar; The 5th part is the mud taste bar sustainable development strategy, the last part is the conclusion and the prospect. The research of this paper is under the background of the second start-up of small and medium-sized enterprises to analyze and think about the further development of mud bar. Through the research of this paper, the sustainable development strategy of mud taste bar is given. It is not only instructive to the development of mud bar, but also to the small and medium-sized enterprises with similar development difficulties.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F719;F272

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