专业导论与学科前言作业

工商管理学院

本科生课程论文(设计)

专业导论与学科前沿结课作业

评阅人签名：_________复核人签名：_________得分：________

姓名

学号2013403050

专业市场营销

课程名称专业导论与学科前沿

指导教师

2016年10月30日

摘要

改革开放以来，在我国各行各业逐渐走向世界的同时，我国餐饮业取得了巨大的发展。各国的餐饮业也不断的进入中国市场，带来的有竞争也有许多科学的经营理念。中国加入WTO以后,国际餐饮业将进一步进入我国餐饮业市场,我国餐饮业也将走向世界,这将使我国的餐饮业面对更激烈的竞争。而营销是餐饮业应对国际竞争和提高竞争力的重要手段。服务营销在餐饮业中的作用越来越重要，餐饮业的发展趋势：一、餐饮业营销的实质是服务营销；二、餐饮业服务营销策略；三、重视人们的情感生活、社交活动等方面的需求，而营销策略中桌重视个性化、特色化、形象化的服务最为重要，做到个性化就应：强化全员强烈的服务意识；加强消费者服务需求的研究，创新服务内容；要实现培训的全程化和经常化，实行外聘和内培相结合的方式，强烈全员服务意识和服务技能的培训；重视服务的人性化，充满对消费者关怀。

关键词：餐饮业；服务营销；发展趋势；个性化服务

Abstract

Since the reform and opening, in our country from all walks of life gradually towards the world at the same time, the restaurant industry has achieved great development in our country. Restaurant industry has entered the Chinese market, and from there is competition there are many scientific management idea. After China's accession to the WTO, international food and beverage industry will enter China's catering industry market further, China's catering industry will also move towards the world, this will make China's catering industry to face more fierce competition. The marketing is the restaurant industry to cope with the international competition and an important means to enhance competitiveness.The marketing is the restaurant industry to cope with the international competition and an important means to enhance competitiveness. The role of service marketing in the restaurant industry more and more important, the development trend of restaurant industry: a, catering industry marketing is the essence of service marketing; Second, the catering industry service marketing strategy; Three, attach importance to people's emotional life, the demand of social activities, etc, and the marketing strategy in the table for emphasis on individuality, characterization and visualization service is most important, be personal should be: strengthening the intense service consciousness; So the study of consumer demand for services, innovation service content; In order to achieve the training in the whole course and regularly, outside and inside, a combination of strong service consciousness and service skills training; Attaches great importance to the service of humanity, full of on consumption

Key Words: The restaurant industry，Service marketing，The development trend，Personalized service

目录

1 引言 (1)

2 餐饮业营销的实质是服务营销 (1)

2.1服务的特点 (1)

2.2餐饮业服务营销的策略体系 (1)

3 餐饮业服务营销策略 (2)

3.1餐饮业的技巧化营销——文化营销 (2)

3.2餐饮业的规范化营销——标准化营销 (2)

3.3餐饮业的差异化营销——个性化营销 (2)

4 重视人们的情感生活等方面的需求 (3)