周鑫：对全聚德企业营销策略分析.docVIP

毕 业 论 文 题 目： 对全聚德企业营销策略的分析 院系： 经 济 管 理 系 专业： 市场营销 班级： 0581班 学号： 200513050117 学生姓名： 周 鑫 导师姓名： 贺 维 完成日期： 2009年6月8日 诚 信 声 明 本人声明： 1、本人所呈交的毕业论文是在老师指导下进行的研究工作及取得的研究成果； 2、据查证，除了文中特别加以标注和致谢的地方外，毕业论文中不包含其他人已经公开发表过的研究成果，也不包含为获得其他教育机构的学位而使用过的材料； 3、我承诺，本人提交的毕业论文中的所有内容均真实、可信。 作者签名：周 鑫 日期：2009 年 6 月 8日 目 录 中文摘要、关键词……………………………………………………………………1 英文摘要、关键词……………………………………………………………………1 前言································································································································一、全聚德企业经营现状····························································································（一）全聚德集团概况··································································································（二）全聚德的经营特色····························································································41、知名度高··················································································································2、工艺独特··················································································································3、以人为本的经营理念······························································································4、独特的传统文化特色································································································二、全聚德的市场营销环境分析················································································（一）宏观环境分析·····································································································1、政策支持餐饮业发展······························································································2、国民经济快速发展···································································································3、老字号在文化传承中起着不可替代的作用·······················································