上海餐饮业消费者行为的研究——以PJ公司为例.doc

上海餐饮业消费者行为研究—以 PJ 公司为例 摘 要 刚刚结束的 2008 北京奥运会让世界了解中国，也让中国更多的融入 了世界，各国友人了解到中国人民的好客热情，对中华民族自古传承的 优秀饮食文化更是赞不绝口。进入 2009 年，金融危机引发全球消费低迷， 在此背景下中国国民的餐饮消费能力仍然居于世界前茅。因此，国际知 名的各大餐饮公司纷纷加大在中国市场的各种投入，餐饮行业在激烈的 竞争中蓬勃发展。 本文研究的课题是上海餐饮业的消费者行为，希望能通过研究以 PJ 公司为代表之上海餐饮业的消费者行为，促进餐饮企业融会贯通，开拓 视野，改良经营方式，开展特色经营，提高服务水平。还希望能有助于 推动我国第三产业良性发展，帮助餐饮企业不断开拓潜在市场，实现餐 饮产业升级，实现扩大消费刺激内需的目标。同时更希望能有助于加强 与提高宏观经济决策水平，改善宏观调控效果，促进国民经济协调发展， 有效缓解我国当前面临的就业压力问题。 关键词：餐饮业，消费者，消费者行为，上海 PJ 公司 THE RESEARCH OF CONSUMER BEHAVIOR OF  SHANGHAI  FOOD  AND  BEVERAGE  INDUSTRY  WITH THE EXAMPLE OF PJ. CORPORATION ABSTRACT The just ended 2008 Beijing Olympic Games has made the world further understand China and it also has made China to be further integrated into the world. The friends coming from the world have understood the warm hospitality of the Chinese people and they are not illiberal to express their praise in Chinese excellent food culture traced from the ancient times. In 2009, the financial crisis sparked global consumption downturn, but Chinese national food and beverage consumption capacity has been still leading in the world. Therefore, the international well-known food and beverage companies all have increased their investments in Chinese market. The Chinese food and beverage industry has flourished in the fierce competition. The thesis research topic is on the consumer behavior of Shanghai Food and beverage industry. The author hopes to promote the food and beverage companies completely understood themselves and put them into the orderly competition, develop their vision and improve operation mode, carry out characteristics operation and improve service levels through the studies of Shanghai food and beverage consumer behavior with the example of PJ corporation. As well, the author hopes to promote the sound development of Chinese tertiary industry to help food and beverage companies explore the potential markets continuously to realize the food and beverage industry upgrading and achieve the aim of the c