基于消费者行为特征的沈阳卓食餐饮服务有限公司营销策略研究

发布时间：2018-04-20 23:28

本文选题：快餐企业 + 消费者行为　；参考：《沈阳理工大学》2017年硕士论文

【摘要】：当社会发展的脚步自从踏上工业化的时间表以来,传统的田园式的生产、生活方式被重新定义与改革,快节奏、标准化、国际化渐渐成为时代的主流,与人们的日常生活息息相关的快餐企业也在时代的推进中走上了迅猛发展起来并快速融入到人们生活快车道。在经济飞速转型发展的今天,都市中的人们生活节奏越来越快,快餐适应并满足了城市居民的生活需求。快餐为广大消费者提供日常生活需求的一种大众化饮食。具有制售快捷、食用方便、质量标准化、价格低廉等特点,是为了配合快节奏的生活而快速发展的热门食品行业。本文以消费者行为为研究的切入点,通过分析相关理论和国内外研究的基础上,采用了基于消费者行为的角度来分析餐饮企业的营销策略,并且以快餐行业中沈阳卓食餐饮服务有限公司的“鲨鱼咬吐司”为例。分析了沈阳卓食餐饮服务有限公司在新的市场环境下带来的消费者行为的变化,并且比较详细系统地分析了企业市场营销策略是如何根据消费者行为变化而变化的。除此之外通过问卷调查的形式,利用spss数据分析软件,对数据进行了深度分析,得出了更为直观和有利于企业未来发展定位的服务数据。本篇论文笔者用七个部分进行阐述,第一部分主要介绍了本文的研究背景与意义、研究内容、相关综述、研究思路以及创新点;第二部分围绕着营销的相关理论进行了阐述;第三部分对沈阳卓食餐饮服务有限公司营销环境分析;第四部分是对沈阳卓食餐饮服务有限公司产品消费者购买行为的分析;第五部分通过消费者行为特征对公司的经营策略建议;第六部分是沈阳卓食餐饮服务有限公司营销策略的实施保障措施;第七部分是本文的结论与展望。
[Abstract]:When the pace of social development began to set foot on the timetable of industrialization, the traditional idyllic production, lifestyle was redefined and reformed, rapid rhythm, standardization and internationalization gradually became the mainstream of the times. Fast food enterprises, which are closely related to people's daily life, have also developed rapidly in the advance of the times and quickly integrated into the fast lane of people's lives. With the rapid development of economy, the life rhythm of urban people is getting faster and faster. Fast food adapts and meets the living needs of urban residents. Fast food for the majority of consumers to provide daily life needs a popular diet. It is a hot food industry with fast production, convenient consumption, standardized quality, low price and so on. Based on the analysis of relevant theories and domestic and foreign research, this paper analyzes the marketing strategies of catering enterprises from the perspective of consumer behavior. And take the fast food industry Shenyang Zhuo Food Restaurant Service Co., Ltd. "Shark bite toast" as an example. This paper analyzes the changes of consumer behavior brought by Shenyang Zhuoshi Catering Service Co., Ltd. under the new market environment, and analyzes in detail how the marketing strategies of enterprises change according to the changes of consumer behavior. In addition, through the form of questionnaire, using spss data analysis software, the data are analyzed in depth, and the service data which is more intuitionistic and conducive to the future development of enterprises are obtained. The first part mainly introduces the research background and significance, the research content, the related summary, the research thought and the innovation point, the second part focuses on the related theory of marketing. The third part analyzes the marketing environment of Shenyang Zhuoshi Food & Beverage Service Co., Ltd. The fifth part through the consumer behavior characteristics of the company's business strategy recommendations; the sixth part is Shenyang Zhuoshi Food and Beverage Service Co., Ltd. marketing strategy implementation protection measures; the seventh part is the conclusion and prospect of this paper.
【学位授予单位】：沈阳理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F719.3

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