海底捞营销策略分析 海底捞北京21店基于消费者需求的服务营销策略研究.doc
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海底捞营销策略分析 海底捞北京21店基于消费者需求的服务营销策略研究
毕业论文
海底捞北京21店基于消费者需求
的服务营销策略研究
学生姓名
学号经济管理系 系
专
二O一五年六月
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海底捞北京21店基于消费者需求的服务营销策略
摘要:
随着改革开放的深入,我国餐饮业获得了飞速发展。但餐饮业市场的饱和度也达到前所未有的程度,外部环境和内部条件复杂,竞争日趋激烈,使我国餐饮业面对前所未有竞争。消费行为多样化是由于消费者需求差异,掌握其有助于提高竞争力。而服务营销为餐饮业应对国际竞争重要手段。经研究7PS理论,设计关于海底捞消费者需求的调查问卷。通过对海底捞餐饮公司基于消费者需求的服务营销现状进行分析,发现影响海底捞开展服务营销的关键因素及存在的不足,对其提出了建议、具体的服务营销方案。
关键词:餐饮业,海底捞,消费者需求,服务营销策略
The Service and Marketing Strategy of Haidilao 21st Store in
Beijing Based on Consumer’s Demand
Abstract:
With the development of reforming and opening, the catering industry in our country is developing quickly.The complicated external environment and internal conditions and fierce competition show that Chinese catering industry is facing unprecedented competition. The reason for diversified consuming behavior is differences among consumer?s demands. And grasping these differences is good for improving competition. As for catering industry, service and marketing is important to deal with international competition. After making a serious research on 7PS theory, questionnaire on consumer?s demand of Haidilao is designed. By analyzing the current situation of service and marketing in Haidilao based on consumer?s demands, some key factors influenced expanding of service and shortcomings are found. And then advice and detailed marketing plans for service and marketing strategy are proposed.
Key words: The Restaurant Industry, Haidilao, Consumer Demand,The Service Marketing strategy
目 录
1 绪论 .................................................................. 1
1.1研究背景及意义 ...................................................... 1
1.2研究内容、方法及结构 ................................................ 1
2 理论综述 .............................................................. 2
2.1消费者需求 .......................................................... 2
2.2服务营销策略 .........................
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