长白山宾馆吉菜食府营销策略研究

发布时间：2018-06-10 15:03

本文选题：餐饮营销 + 营销策略　；参考：《吉林大学》2017年硕士论文

【摘要】：随着餐饮酒店市场中的竞争压力不断扩大,我国的餐饮酒店企业更是捉襟见肘,面临着前所未有的危机,一方面,我国餐饮业随着互联网外卖等企业的不断兴起,餐饮酒店业的消费逐渐进入薄利时代,在酒店成本不断上升的前提下,酒店的菜品的价格却由于激烈的竞争变得越来越低;并且我国针对反腐倡廉方面出台了很多政策和规定,很多针对政府机关单位消费报销方面的政策也越来越多,这在一定程度上长白山宾馆吉菜食府受到了一定的影响,为了解决长白山宾馆吉菜食府在当前市场环境下如何更好地开展营销活动,笔者展开相关的研究。长白山宾馆吉菜食府一直属于中高端消费的餐厅,在大背景下,长白山宾馆吉菜食府不得不向大众消费方面进行转型,本文在研究和分析中发现长白山宾馆吉菜食府存在营销手段单一、服务人员水平参差不齐、服务理念的理解不足、对网络营销极不重视以及服务有形展示方面存在不足等多方面问题。在研究中笔者先是对长白山宾馆吉菜食府进行了宏观和微观环境分析,通过对长白山宾馆吉菜食府所处的经济环境、社会文化环境、技术环境分析、竞争对手、潜在竞争者、消费者的需求和供应商的议价能力等多方面的分析寻找出长白山宾馆吉菜食府存在的优势、劣势、机遇和威胁,并进行了SWOT矩阵分析,最终确定了长白山吉菜食府应采取的营销战略,笔者研究认为长白山宾馆吉菜食府应该主要以SO战略为主,并付诸于ST、WO、WT战略。SO战略以长白山宾馆吉菜食府面临的威胁和机会为分析起点的外部导向战略规划过程和以内部资源和能力为起点的内部导向战略规划过程,在企业外部环境稳定时期,对企业的战略制定有一定的指导作用。本文有针对性地提出相关解决对策:(1)长白山宾馆吉菜食府需要打破曾经的市场定位,摒弃传统的营销模式,发展多元化的营销渠道。(2)随着长春市内大量的企业和项目的纷纷崛起,长白山宾馆吉菜食府面临着很大的机遇,由于长白山宾馆吉菜食府的自身条件优越,因此长白山宾馆吉菜食府未来的将会面临很大的发展空间。(3)长白山宾馆吉菜食府必须先对市场进行定位,确立目标人群为大众散客,逐步向大众消费进行转型(4)长白山宾馆吉菜食府可以综合产品、价格、渠道、促销、服务人员、服务过程以及服务有形展示灯多方面的营销策略,共同使长白山宾馆吉菜食府的营销工作得以顺利开展,保证其未来能够得到良好的发展。
[Abstract]:With the increasing competitive pressure in the catering and hotel market, the catering and hotel enterprises in our country are facing an unprecedented crisis. On the one hand, the catering industry in our country is rising with the rising of Internet take-out enterprises. The consumption of the restaurant and hotel industry has gradually entered the era of slight profit. Under the premise of rising hotel costs, the price of hotel dishes has become lower and lower because of the fierce competition. Moreover, our country has issued many policies and regulations on combating corruption and advocating integrity. Many policies on reimbursement for consumption by government agencies are also becoming more and more common. To a certain extent, the Changbai Mountain Guesthouse has been affected to a certain extent. In order to solve the problem of how to carry out marketing activities better in the current market environment, the author carried out relevant research. The Changbai Mountain Hotel has always been a restaurant with medium and high-end consumption. Under the background, the Changbai Mountain Guesthouse has to make a transition to mass consumption. In the research and analysis of Changbai Mountain Hotel, it is found that there is a single marketing method, uneven service staff level and insufficient understanding of service concept in Changbai Mountain Hotel. There are many problems in network marketing, such as lack of service tangible display and so on. In the research, the author first carries on the macroscopic and the microscopic environment analysis to the Changbai Mountain Hotel Jicai Food House, through the Changbai Mountain Hotel Jicai Food House located in the economic environment, the social culture environment, the technical environment analysis, the competition, the potential competitor, Based on the analysis of consumers' demand and suppliers' bargaining power, we find out the advantages, disadvantages, opportunities and threats of Changbai Mountain Hotel, and carry out SWOT matrix analysis. Finally, the author determined the marketing strategy that should be adopted by Changbai Mountain Jicai Food Office. The author considered that the Changbai Mountain Hotel Jicai Food Office should mainly focus on so strategy. And put it into the strategy of STGW WO WT. So strategy. The external orientation strategic planning process with the threat and opportunity of Changbai Mountain Hotel as the starting point of analysis and the internal guiding strategic planning process with internal resources and capabilities as the starting point. In the stable period of external environment, it has a certain guiding role to the strategy formulation of enterprises. This paper puts forward the relevant countermeasures: 1) the Changbai Mountain Hotel needs to break the market position and abandon the traditional marketing model. With the rise of a large number of enterprises and projects in Changchun, the Changbai Mountain Hotel is facing great opportunities because of its superior conditions. Therefore, in the future, the Changbai Mountain Guesthouse will face a great space for development.) the Changbai Mountain Hotel Jicai Restaurant must first position the market and establish the target crowd as a popular individual. The Changbai Mountain Hotel can integrate products, prices, channels, sales promotion, service personnel, service process and service tangible display lights with a wide range of marketing strategies. Together make Changbai Mountain Hotel Jicai restaurant marketing work can be carried out smoothly to ensure that its future can be a good development.
【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】：F719.3;F274

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