广州老字号餐饮的营销策略研究

摘要

广州老字号餐饮的营销策略研究

[论文摘要]

街头巷尾的吆喝小贩，转角的早点饭店等不在少数，同样是老店，为何人们却不愿意在其他老字号店消费？通过体验调查得知，部分广州老字号餐饮缺少合适的营销策略，广州老字号餐饮如何再次扛起饮食大旗？此文章以广州老字号餐饮为对象，以消费者的角度，通过分析导致老字号衰落的原因及兴旺的要素，找到对策。通过诸多信息跟案例表明，老字号要提高性价比，注重品牌形象的新颖等，才能实现老字号餐饮的复兴。

[关键词]；广州老字号;餐饮;营销

Abstract

[Abstract]: The streets shouting hawkers, corner breakfast hotel not in the minority, is also old, why people are not willing to in other time-honored restaurant? Through the experience of the survey, part of the Guangzhou old shop catering to a lack of appropriate marketing strategies, Guangzhou old restaurant again up the banner of how diet? This article takes the Guangzhou time-honored catering for the object, to the consumer's point of view, the cause of old fading and thriving elements through the analysis, to find countermeasures. Through a lot of information with the case show that the old should improve the cost-effective, pay attention to the brand image of the novel, in order to realize the revival of the old restaurant. The streets shouting hawkers, corner breakfast hotel not in the minority, is also old, why people are not willing to in other time-honored restaurant? Through the experience of the survey, part of the Guangzhou old shop catering to a lack of appropriate marketing strategies, Guangzhou old restaurant again up the banner of how diet?. This article takes the Guangzhou time-honored catering for the object, to the consumer's point of view, the cause of old fading and thriving elements through the analysis, to find countermeasures. Through a lot of information with the case show that the old should improve the cost-effective, pay attention to the brand image of the novel, in order to realize the revival of the old restaurant.

[Key words]：Guangzhou old;Food and beverage; marketing

目录

1.绪论 (3)

1.1研究背景 (3)

1．2研究意义 (4)

1.2.1理论意义 (4)

1.2.2 现实意义 (4)

1.3研究内容 (4)

1.4研究思路和方法 (5)

1.4.1研究思路 (5)

1.4,2研究方法 (5)

2、文献综述 (5)

2.1老字号餐饮的相关定义 (6)

2.1.1 老字号概述 (6)

2.1.2 餐饮概述 (7)

2.1.3 老字号餐饮概述 (7)

2.2老字号餐饮的特点 (7)

3.调查问卷综述 (8)

3.1关于广州老字号营销策略研究调查问卷的设计 (8)

3.2数据来源与收集结果 (8)

3.3有关广州老字号问卷的信效度分析 (8)

3.4描述性统计分析 (10)

4.以往老字号优劣机会威胁的案例研究 (13)

4.1以往案例研究的总结 (14)

5当代广州老字号的优劣势及其机遇威胁分析 (15)

5.1优势 (15)

5.2劣势 (16)

5.3机遇 (16)

5.4威胁 (17)

5.5.老字号swot分析后的观点与总结 (17)

5.5.1文化营销 (17)

5.5.2品牌文化 (18)

5.5.3小结 (18)

7.结论 (18)

参考文献: (19)

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