庆丰包子铺营销策略研究

发布时间：2018-03-28 02:27

本文选题：庆丰包子铺　切入点：老字号　出处：《吉林大学》2017年硕士论文

【摘要】：人们消费观念的改变,使得外出就餐更加趋于理性化和经常化,并且对消费质量的要求越来越高,更加追求质量、品牌、特色、品位、卫生、营养、快捷。本课题在市场营销管理理论的支持下,通过参考比较同行业的优秀营销案例,提出了针对庆丰包子铺的营销管理策略。通过研究,如果采取这样的营销管理策略之后,能够促进企业树立正确的市场营销意识,强化市场营销管理能力,提高企业营销方面的创新能力,确保庆丰包子铺能够健康、快速、持续地发展;同时,对其他餐饮行业的企业在营销管理方面也能起到一定的参考价值,这些都具有十分重要的现实意义。本文首先分析了庆丰包子铺的营销现状和营销中存在的问题及其原因。存在的主要问题有:新产品推出速度慢,消费者选择有限;营销活动较少,导致企业知名度下降;管理效率较低,导致客户体验差。导致问题出现的原因主要有两个:一是产品跟服务的创新没有在根本上得到上层领导的重视;二是人才培养体系不健全。其次,对宏观环境和微观环境进行了分析,并运用SWOT分析法分析了庆丰包子铺的优劣势、机遇和威胁,以便更好的认识并制定其营销策略。最后,运用STP战略分析,分析了庆丰包子铺的市场细分、目标市场及市场定位并根据分析的结果制定了营销组合策略及实施保障。经过分析研究,制定了庆丰包子铺的营销组合策略:产品策略、价格策略、营销渠道策略、促销策略。产品策略包括产品跟服务两个部分:产品方面:(1)加快开发新产品,(2)改进包子外观,(3)提升质量,(4)推出更多减盐产品。服务方面:(1)改善环境,(2)热情服务,(3)增加支付方式,(4)提供便利设施。价格策略包括:(1)尾数定价策略,(2)撇脂定价法,(3)差别定价策略。营销渠道策略包括:(1)企业网站、店铺营销,(2)社交平台营销,(3)团购、外卖网站营销,(4)口碑营销。促销策略包括:文化营销和事件营销。本文也为保证营销组合策略的顺利实施,制定了实施保障:企业文化保障和人力资源保障。企业文化保障有:充分认识企业文化对企业发展的重要性;建立规范的企业管理制度;企业文化建设要和每个员工的工作目标紧密结合;借鉴优秀的企业文化。人力资源保障有:建立完善的人才培养体系;完善绩效考核机制;人力资源管理和企业文化建设相结合。
[Abstract]:The change of people's consumption concept makes eating out more rational and regular, and the demand for consumption quality is higher and higher, the pursuit of quality, brand, characteristics, taste, hygiene, nutrition, This topic is supported by the marketing management theory, by referring to and comparing the excellent marketing cases of the same industry, the paper puts forward the marketing management strategy for Qingfeng Baotsui Shop. After the research, if such marketing management strategy is adopted, Can promote the enterprise to establish the correct marketing consciousness, strengthen the marketing management ability, improve the enterprise marketing innovation ability, ensure Qingfeng Baozi Shop can develop healthily, quickly and continuously; at the same time, For other catering industry enterprises in marketing management can also play a certain reference value, These are of great practical significance. Firstly, this paper analyzes the present marketing situation, the problems and the reasons in the marketing of Qingfeng Baozi Shop. The main problems are as follows: the speed of new products is slow and the choice of consumers is limited; Less marketing activities lead to the decline of enterprise popularity, low management efficiency, poor customer experience. There are two main reasons leading to the problem: first, the innovation of products and services has not been fundamentally attached importance by the top leadership; Second, the talent training system is not perfect. Secondly, the macro-environment and micro-environment are analyzed, and the advantages and disadvantages, opportunities and threats of Qingfeng Baotsui are analyzed by using SWOT analysis, in order to better understand and formulate its marketing strategy. Based on the analysis of STP strategy, the market segmentation, target market and market positioning of Qingfeng Baotsui Shop are analyzed. According to the results of the analysis, the marketing combination strategy and implementation guarantee are formulated. The marketing combination strategy of Qingfeng Baotsui Shop: product strategy, price strategy, marketing channel strategy, Promotion strategy. Product strategy includes two parts: product aspect: 1) speeding up the development of new product 2) improving the appearance of steamed buns / 3) improving the quality of products / / 4) introducing more salt-reducing products. Price strategies include: 1) Mantissa pricing strategy 2) skimming pricing method / 3) differential pricing strategy. Marketing channel strategies include: 1% 1) Enterprise website. The marketing strategy includes: cultural marketing and event marketing. In order to ensure the smooth implementation of the marketing mix strategy, this article also aims to ensure the smooth implementation of the marketing mix strategy. The implementation guarantee includes: enterprise culture guarantee and human resource guarantee. The enterprise culture guarantee includes: fully understand the importance of enterprise culture to the enterprise development, establish the standard enterprise management system; The construction of enterprise culture should be closely combined with the work goal of each employee, and the excellent enterprise culture should be used for reference. The human resources guarantee includes: establishing a perfect personnel training system; perfecting the performance appraisal mechanism; The human resources management and the enterprise culture construction unifies.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F719.3

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