宁波连锁自助火锅店营销策略研究毕业论文.docVIP

毕业论文 （20_ _届） 宁波连锁自助火锅店营销策略研究 摘 要 随着居民收入的不断提高，居民消费观念、生活方式的变化和休闲时间的增多，越来越多的居民选择外出就餐，从社区的居民到工作繁忙的上班族、学业紧张的学生族，都倾向于外出解决饮食问题。 城市化进程推进过程中，不断增加的流动人口，由于其收入往往处于中低水平或者时间紧迫，也加入到在外就餐的队伍，构成了大众化餐饮庞大的潜在顾客群。居民在外就餐的花费持续升高。?。然而透过种种“繁荣”景象，我们也不难发现，真正办的好、办得成功的餐饮企业并不多见，有很多甚至只在市场上昙花一现。究其原因，经营管理的失败固然是其一，但营销工作是否到位仍是一个不容忽视的重要因素。 本文通过宁波连锁自助火锅店营销策略的调查研究，介绍目前宁波连锁自助火锅店的营销策略现状。阐述宁波连锁自助火锅店在营销过程中营销策略方面的表现及存在的主要问题，并在此基础上提出适应目前宁波连锁自助火锅店的营销策略。 关键词：连锁经营；营销策略；餐饮行业 Abstract With the continuous improvement of peoples income, the consumer concept of lifestyle change and leisure time increased, more and more residents choose to eat out, from community residents to the busy office workers, school students of ethnic tensions are tend to go out to solve the food problem. Promoting the process of urbanization, increasing population, often in the middle because of its low level of income or time constraints, also joined the ranks of eating out, food constitutes a large mass of potential customers. Residents of the cost of eating out continues to rise. In recent years, Chinas catering industry has been unprecedented development. Food chain has become the dominant mode of business development. But through all the quot; prosperity quot; scene, we also find the real good run, a great success in the catering business are rare, there are to many even on the market only a short-lived. The reason is the failure of the management course is one of them, but the marketing is in place is still an important factor can not be ignored. This self-service hot pot restaurant chain by Ningbo marketing strategy research, describes the current chain catering enterprises in Ningbo status of the marketing strategy. Ningbo chain catering enterprises described in the marketing process and the performance of the main problems and proposed on this basis, Ningbo chain catering enterprises to adapt to the current marketing strategy. Keywords: chain; marketing strategy; catering industry 目 录 1 绪论 1 1.1 研究背景 1 1.2 研究目的 1 1.3 研究意义 1 2 概述