茶坐品牌营销研究毕业论文.docVIP

毕业论文 （2011届） 茶坐品牌营销研究 摘 要 近年来，随着人民生活水平的不断提高，休闲餐饮这一消费需求日益凸显，我国休闲餐饮企业也取得了一定程度的发展，以“一茶一坐”为代表的都市休闲餐饮连锁仅仅用了几年的时间就成为了路人皆知的中式餐饮品牌。他们脱颖而出，构成了本土餐饮对必胜客、麦当劳等洋快餐的直接挑战。但是，在发展的过程中也面临了营销不力的困境。如何更好的利用，来提高竞争力，扩大其，Abstract In recent years, with the continuous improvement of living standards, consumer demand, casual dining that has become increasingly prominent, our casual dining business also achieved a certain degree of development. One tea sit as the representative of the urban casual dining chain in just a few years to become notoriously Shanghai Chinese restaurant brands. They come to the fore, constitute a local restaurant for Pizza Hut, McDonalds, a direct challenge to Western fast food.. How to make better use of local food production and standardization of services, lower operating costs, improve the personnel system, to improve brand competitiveness, expand its brand of tension, in order to achieve sustainable development and better respond to competition and foreign brands Provide examples of other local food has become the problems facing the local restaurant. Based on the One tea sit brand status and problems of marketing research, analysis, a tea for a ride on the how to achieve sustainable development and better respond to competition from foreign brands. Through the relevant survey data, further study, One tea sit in the course of business problems, propose effective measures to improve its franchise business model, enhance its brand image, increase One tea sit in the international road The brand competitiveness. 朗读 显示对应的拉丁字符的拼音 ? 字典 朗读 显示对应的拉丁字符的拼音 ? 字典 Keywords: Chamate; Brand Marketing; Brand positioning; Overall marketing 目 录 1 餐饮企业品牌营销概述 1 1.1 品牌与品牌营销的内涵 1 1.1.1品牌的内涵 1 1.1.2 品牌营销的内涵 2 1.2 餐饮企业的品牌内涵 3 1.3 传统餐饮营销的不足 3 1.3.1 政策核心 3 1.3.2经营目标 4 1.3.3经营手段 4 1.4 餐饮品牌营销的优势 4 1.4.1 餐饮品牌营销对内可以提高员工的敬业精神 4 1.4.2 餐饮品牌营销对外可以提高顾客的忠诚度 4 1.4.3 餐饮品牌营销可以促使餐饮企业成功 5 2 “一茶一坐”的概况 6 2.1 “一茶一坐”的发展历程 6 2.2 “一茶一坐”的经营理念 6 2.3 “一茶一坐”的经营目标 7 2.4 “一茶一坐”的品牌定位 7 3 “一茶一坐” 品牌营销现状 9 3.1