中国自主品牌西式快餐的市场定位研究—以德克士为例（毕业论文）.doc

l 毕业设计（论文） 题 目：中国自主品牌西式快餐的市场 定位研究 以德克士为例 学 院： 管理学院 专业班级： 市场营销09级1班 指导教师： 职称： 教授 学生姓名： 学 号： 40905010308 摘 要 在当今信息化高速发展的社会中，大量的信息涌现而出，同质化的产品铺天盖地。如何使自己的产品从大量的信息中脱颖而出，市场定位是一个不可忽视的关键性因素。因为只有在认真地分析消费者的心理需求差异和市场竞争特点的基础，选准本企业的市场定位，才能使广告促销深入人心，给消费者留下清晰印象，进而取得理想效果，在竞争中脱颖而出。 我国快餐市场竞争激烈，尤其是西式快餐这一领域，一直是由麦当劳和肯德基两大国际巨头为主的洋快餐品牌独占鳌头，国内自主品牌在此领域竞争总体表现乏力，但是其中也有个别品牌能在激烈的市场夹缝中生存并且有扩大之势。 本文以德克士的市场定位为例，就消费者需求对市场定位所产生的影响做一些分析，针对我国西式快餐品牌的市场表现，就市场定位方法对市场定位的影响做出研究成果和结论。 关键词：西式快餐，德克士，市场定位 The market positioning of Chinese independent brand Western-style fast food -- in the case of Dicos ABSTRACT In todays rapid development of information society, a lot of information come to the fore, homogeneous products. How to make their products talent showing itself from the mass of information, market positioning is an indispensable key factor. Because only based on carefully analyzing the psychological needs of consumers and market competition characteristics, choose accurate market positioning of the enterprise, in order to make the advertisement promotion win support among the people, to consumers left a clear impression, and then obtain the ideal effect, talent showing itself in the competition. Chinas fast food market competition is intense, especially in the field of Western fast food, has been dominated by Macdonalds and KFC two major international giants of the ocean fast-food brand champion, domestic brands in the field of competition of overall performance is weak, but there are individual brand can survive in the fierce market crevice and have the potential to expand. Based on the market positioning of Dicos as an example, impact on the consumer demand for the market positioning of the to do some analysis, in view of our country western fast-food brand market performance, make the research results and conclusions on the effect of market orientation on market positioning method.