华致酒行客户开发策略研究毕业论文.docVIP

论文题目 华致酒行客户开发策略研究 摘 要 餐饮业作为我国第三产业中一个传统服务性行业，经历了改革开放起步、数量型扩张、规模连锁发展和品牌提升战略4个阶段，取得突飞猛进的发展。 杭州甘其食餐饮管理有限公司，是专业经营“甘其食”品牌连锁的餐饮管理公司，总部坐落于美丽的西子湖畔。公司自创立以来，秉持“以现代经营管理模式发展中式传统饮食”的理念，按照标准化、规范化、工厂化的运作模式发展连锁店，打破了市场上盛行的家庭小作坊式早餐饮食。 本文通过对“甘其食”餐饮连锁的营销策略进行细致分析，从而深入了解餐饮连锁行业现状，从中总结提炼传统食品在现代社会重新焕发活力的营销智慧，同时分析和整理其在营销策略中所存在的问题与不足。 关键词：餐饮业 营销策略 Abstract Catering industry in China as in the tertiary industry is a traditional service industry, experience the reform and opening, quantity, scale expansion started chain development and brand promotion strategy to four stages, obtained the development by leaps and bounds. Hangzhou Kennedy its food catering management Co., LTD. Is a professional management \Kennedy the feed\ brand chain restaurant management company, the headquarters is located in the beautiful west lake. Since the establishment, the company has advocated \modern management mode of Chinese style development traditional diet\ the idea, according to the standardization, the mode of operation of industrial chains development, broke the market in the family the shift breakfast. This article through to \Kennedy the feed\ restaurant chain marketing strategy is a careful analysis, so as to further understand the restaurant chain industry status, conclude refining traditional food in the modern society with renewed vigor of the marketing wisdom, and analysis and finishing the marketing strategy in the existing problems and the insufficiency. Keywords: catering industry marketing strategy 目 录 摘 要 II Abstract III 目 录 IV 引 言 1 1.杭州甘其食餐饮管理有限公司概况 2 2.杭州甘其食餐饮管理有限公司环境分析 4 2.1目标顾客分析 4 2.1.1目标顾客组成 4 2.1.2目标顾客特性分析 4 2.2竞争者分析 9 2.2.1竞争者分类 9 2.2.2竞争者特性分析 9 3. 杭州甘其食餐饮管理有限公司营销策略分析 13 3.1产品种类不足 13 3.2渠道规划模糊 13 3.4人员促销，训练不足 14 3.4.1收银员推销意识不强 14 3.4.2收银员推销技巧不足 15 3.5服务技巧 有待提升 16 3.6展示空间 利用不足 16 4.杭州甘其食餐饮管理有限公司营销策略建议 17 4.1丰富产品种类 17 4.2整合渠道 地域为王 17 4.3强化训练 提升服务推销技巧 18 4.4提升空间利用率 19 5.总结 20 参考文献 22 致 谢 23 引 言 餐饮业作为我国第三产业中一个传统服务性行业，经历了改革开放起步、数量型扩张、规模连锁发展和品牌提升战略4个阶段，取得突飞猛进的发展