觉西园素食餐厅进军洛阳发展战略..doc

觉西园素食餐厅进军洛阳发展战略 姓名：张家宁 班级：Z101659 学号：专业：市场营销 系别：国际教育学院 学校：洛阳理工学院 指导老师：张丽娟 日期：2013.05.26 觉西园素食餐厅进军洛阳发展战略 摘 要 民以食为天，食以安为先，寒从脚下起，病从口中入，中国人爱吃，中国人会吃，但是从近几年不断曝光的食品安全问题来看，例如：三鹿奶粉、瘦肉精、“皮鞋”老酸奶、地沟油、苏丹红事件、广州毒酒、致癌毒米、橙子上蜡、海鲜浸泡福尔马林等，曝光出来的事实真相无不让我们触目惊心，所以觉西园素食餐厅正好解决社会出现的问题，餐厅一方面做素食营销，另一方面做文化传播，使每个顾客吃得放心、舒心。也通过传统文化的学习来达到生活的高品位。本文以健康素食为研究内容,以觉西园素食餐厅为研究对象,在对相关问题调查研究的基础上利用SWOT综合分析方法设计出如何进军洛阳的发展战略。 论文内容包括市场前景分析、竞争分析、营销4P战略、经营理念、经营模式、经营策略，店面选址及店面设计以及存在的问题及应对措施等。 关键词：饮食产业 素食营销 文化传播 Western vegetarian restaurant into Luoyang development strategy ABSTRACT Hunger breeds discontentment, food security is the first, cold starting from the foot, disease from the mouth into, Chinese food, Chinese will eat, but from the food safety problem in recent years constantly exposed, for example: Sanlu milk powder, clenbuterol, shoes old yogurt, drainage oil, tonyred event, Guangzhou wine, carcinogenic poison meters, orange waxing, seafood marinated formalin, exposed the truth without let us shocking, so feel western vegetarian restaurant just to solve the problem of the society, being vegetarian marketing restaurant on the one hand, on the other hand, do the dissemination of culture, so that every customer to eat the rest assured, comfortable. Through the learning of traditional culture to achieve high quality of life. The healthy vegetarian as research content, in order to feel western vegetarian restaurant as the research object, on the basis of investigation and Research on issues related to the use of integrated design and analysis method of SWOT out how to enter the development strategy of Luoyang. The content of this paper includes the analysis of market prospects, competitive analysis, the marketing strategy of 4P, management idea, management mode, management strategy, store location and store design and the existing problems and countermeasures. Keywords: the diet industry vegetarian marketing culture communication 目录