必胜客在中国市场的营销战略制定研究.doc

第 PAGE 14页 华东理工大学 工商管理硕士学位论文 华东理工大学 工商管理硕士学位论文 第 PAGE III页 必胜客在中国市场的营销战略制定研究 摘要 近二十年来，“休闲餐饮”这个后起的、全新的用餐理念随着休闲餐饮品牌店的营销在中国已经成为一种时尚。西式休闲餐饮品牌必胜客则是其中发展最快最好的品牌。 自1990年必胜客开始进入中国休闲餐饮市场，通过其准确的定位，适当的“本土化”策略，获取了巨大的成功。在休闲餐饮行业经过了十多年的快速发展后，如今的市场竞争格局已经发生了翻天覆地的变化，必胜客的市场份额逐渐遭到竞争对手的蚕食，导致其销售额的年增长率出现了下降的态势。 本文以必胜客中国的战略营销策略为研究对象，运用了战略营销理论、竞争战略理论、消费者行为理论等理论，采用了市场分析及消费费者调查数据报告等研究手段。研究了目前必胜客在中国的营销战略和具体的营销组合策略以及必胜客在中国持续发展所需要做出的营销战略方面的必要的改进与调整。本文的研究可以为必胜客的进一步发展提供一些建议，同时也为那些试图在中国发展的连锁休闲餐饮企业一些启示。 关键词: 必胜客；休闲餐饮；战略营销；竞争战略；营销组合 Research of Pizza Hut’s Marketing Strategy Development Abstract In the nearly twenty years, “Casual dining” which means a latecomer and brand-new eating concept comes into a fashion with the marketing service of those casual dining restaurant brands. Pizza Hut the western casual dining restaurant brand is the best one which is growing rapidly among all the casual dining brands in China. In 1990 Pizza Hut began to enter the casual dining market in China.Based on its accurate brand positioning and appropriate localization marketing Pizza Hut gets a great success. After Casual dining marketing developed rapidly for more than twenty years, the current marketing competition has become great different from the beginning.Because Pizza Hut’s market share had been grabbed by other casual dining competitors recently, its annual rate of sales growth decreased. This research bases on the Marketing Strategy Development of Pizza Hut China and make full use of the theories including Strategic Marketing、Competitive Strategy and Consumer behaviors with the tools of marketing analysis and report of consumer market survey.Study on the current marketing strategy and marketing mix of Pizza Hut China and the suggestiones of improvements and adjustments of its marketing stategy for achieving its development goals. Hopefully this research can provide some suggestion to Pizza Hut’s continuous rapid growth in china and be helpful for