餐饮业服务营销策略分析与设计[精选].doc

主标题：餐饮业服务营销策略分析与设计 【论文摘要】：近年来，我国的餐饮业发展非常迅速，餐饮业的增长率要比其它行业高出十个百分点以上。可以说我国正迎来一个餐饮业大发展的时期，市场潜力巨大，前景非常广阔。但从另一个方面来看,餐饮需求又是复杂多变的，有目标地进行餐饮营销策略研究显得十分必要。 故本文正是在这种背景下，首先简要介绍了餐饮业在这几年里所发生的转变和人们生活方式的变化。通过提出餐饮业市场的变化和激烈的竞争的影响下,探讨真功夫餐饮业在激烈竞争的市场环境下,他们在日常的推广活动中如何通过一些营销策略来吸引顾客,达到营销的效果,使顾客得到满意，如它们的营销手法和服务方面的应用。本文亦通过对真功夫餐饮业SWOT分析,分析其在激烈竞争的市场中的优势、劣势、机会和威胁和现阶段存在的问题进行了分析。最后,在此基础上，提出了真功夫餐饮业营销的完善策略。 关键词：餐饮营销 营销策略 Key words：In recent years, Chinas catering industry is developing very fast, retail growth rate higher than other industries ten percent or more. We can say China is have a great development in the catering industry, the period of the market potential is tremendous, foreground is very wide. But from another perspective, catering demand is complicated and changeable, targeted for catering marketing strategy research becomes necessary. So this paper it is in this backdrop, firstly introduces the catering industry over the years to what happens in transformation and lifestyle changes. Through the proposed catering market changes and fierce competition under the influence of true kongfu catering industry, this paper discusses the competitive market environment, they in daily publicity activities through some marketing strategy to how to attract a customer, marketing effects, make customer satisfied, such as their marketing gimmick and service applications. This paper also through SWOT analysis of true kongfu catering industry, and analyzes its in fierce competition in the market advantages, weaknesses, opportunities and threats and the existing problems are analyzed. Finally, based on this, advances the true kongfu catering industry marketing perfect strategy. 一、本文的选题背景与意义 （一）本文的选题背景 在这几年来，餐饮市场发生了很大的的变化。在广州，餐饮业遍布任何一个角落,可以说现在是餐饮业市场的一个战争的时期。另外,在顾客餐饮需求方面，随着社会的经济逐渐繁荣和人们的收入和生活质素的增加和提高，人们的消费观念已经由“在家就餐”转变为向“出外消费”的观念转变,而且消费方式由单一餐饮消费转向为餐娱组合消费转变。人们对餐饮业的需求已经大大提高,今非昔比了。快餐饮企业要得到顾客的满意,从而赢得顾客的忠诚度已经越来越难。而且快餐饮企业还存在很多问题和不足之处,而且还面临着挑战和一些外商的竞争者,对国内的餐饮业造成很大的冲击,如何提高竞争力、求得长远发展,是我国快餐饮业所面对的重要问题。 （二