餐饮业的服务营销策略研究

分类号编号

华北水利水电学院North China Institute of Water Conservancy and Hydroelectric Power 毕业论文

题目餐饮业的服务营销策略研究

学院管理与经济学院

专业市场营销专业

姓名xxxxxxx

学号2007xxxxxx

指导教师xxxxxxxxx

2010年5 月18 日

餐饮业的服务营销策略研究

摘要：我国是一个重视餐饮并且有着很浓厚的餐饮文化的国家，所以餐饮市场的规模和潜力为国际餐饮行业所瞩目。加入世界贸易组织后，国际餐饮业进一步渗入我国的餐饮市场，我国餐饮业面临更为激烈的竞争。营销是餐饮业应对国际竞争和提高竞争力的一个重要手段，研究它对我们有着很大意义。与此同时，我国餐饮业的改革正在深入，多种所有制形式的餐饮企业都需要现代化管理作为支撑，营销策略将成为餐饮企业的核心竞争力之一。

本文的研究主要运用了文献资料法、对比研究法和逻辑分析法，并结合了服务营销学、市场营销学等理论知识。从餐饮业经营面临个性化消费日趋明显、品牌特色更加突出、绿色餐饮业兴起和连锁经营成为主攻方向的现状出发，结合实际研究品牌策略、促销策略、产品策略、定价策略和渠道策略，并通过案例分析，对餐饮服务业目前存在的品牌建设滞后、营销模式传统、技术含量低、网络体系不成熟、缺乏营销规划等问题进行解决。研究结果表明，餐饮业企业要想健康的向上发展，就必须在抓住餐饮服务业特点的同时，学习科学合理的营销策略，并运用到日常经营管理中。

关键词：餐饮业，服务营销，营销策略，研究

The Strategy Research of the C atering’s Service

Marketing

Abstract：China is a country which thinks much of catering, and attaches importance to its cultural traditions, the size and the potential of the catering market has a big force in international catering industry. After joining the WTO, the international catering industry enters into Chinese catering industry more closely, therefore, our catering industry is facing more intense competition. And marketing is an important means to deal with the international competition and to increase competitiveness, which has a great significance for us. At the same time, the reform of Chinese catering industry is reforming deeply, different forms of ownership of the catering business need to be supported by modern management and marketing strategies will become one of the core competitiveness in the catering industry.

The study reffers the documents, the contrast methodology and the logical analytic method, unifying the theoritical knowledge of the sevice marketing and marketing. In recent years, catering industry is facing increasingly personalized consumer, more prominent brand characteristic, green food is booming up and chain operating catering has become the main direction of the current situation。According to this reality，this paper researching the marketing strategy, product strategy, pricing strategy and channel strategy。Through case analysising ，trying to find a practical solution to the problems existing in recent food industry, such as brand building lags behind, marketing model traditional, low-technology, network systems immature, the

lack of marketing planning and so on。The results show that, if catering industry wants to get a healthy development, it is necessary to seize the characteristics of catering industry , and at the same time, we should start to develop the reasonable and correct marketing strategy，establish a new marketing conception and put them into daily mangement.

Key words：Catering Industry, Service Marketing, Strategy Marketing, Research