吉野家市场营销环境分析.docxVIP

,吉野家市场营销环境分析学生：杜森北京交通大学2014年4月中文摘要我国改革开放30年,餐饮业营业额增长200多倍,餐饮消费成为拉动我国消费需求增长的重要力量。从2010年开始,中国快餐业进入黄金发展时期,并以北京等大城市和发达地区为中心,逐渐向全国蔓延开来,逐步进入一个成熟的发展阶段。吉野家作为全球最大的日式快餐连锁品牌,进入到中国之后也取得了迅猛的发展,但是在发展的过程中,特别是在今天连锁快餐市场竞争的日益激烈中,吉野家品牌也曝露出了一些问题：年度销售增长缓慢,入客数降低,顾客满意度开始下降。本文从吉野家品牌在发展过程中存在的问题入手,通过运用“市场细分”“目标市场选择”“品牌/产品定位”“4P营销策略”等市场营销学理论分析,为吉野家品牌寻找到合适的差异化定位,同时从产品,价格,促销方面入手,调整吉野家品牌的营销策略。本文共分为4个部分,第一部分为绪论和相关理论综述,介绍了文章的写作目的、意义、技术路线等；第二部分为案例正文,介绍了公司,吉野家品牌的基本情况,行业等背景信息,品牌发展中存在的问题；第三部分是案例分析,主要是运用市场营销学理论对品牌发展中出现的问题进行分析；第四部分是吉野家营销中存在的问题，优势劣势，建议对策,经过之前的理论分析,得出了解决问题的具体方法。把吉野家品牌定位于“牛肉饭秘制专家”,在专注“牛肉饭新吃法”的基础上,实施“产品品类多元化”相结合的产品发展策略。同时规范现有的价格体系,调整促销活动的模式,以确保品牌的健康发展,为公司带来更多的销售和利润。关键词：市场营销；关系营销；销售渠道ABSTRACT30 years of reform and opening up of our country, the catering industry sales growth of 200 times, meal consumption has become an important driving force for the growth of consumer demand in china。From the beginning of 2010, Chinese food into the golden period of development, and in Beijing and other big city and developed areas as the center, and gradually spread to the nation, and gradually into a mature stage of development. Yoshinoya as the worlds biggest Japanese fast-food chain brand, after entering the Chinese has achieved rapid development, but in the process of development, especially in todays fast food chain market competition is becoming increasingly fierce, Yoshinoya brand has also exposed some problems: the annual sales growth slow, to reduce the number of guest, customer satisfaction begins decline。Starting from the Yoshinoya brand problems in the development process, through the use of market segmentation target market selection brand / product positioning 4P marketing strategy marketing theory analysis, find the location suitable for Yoshinoya brand differences, and from product, price, promotion aspects, adjusting Yoshinoya brand marketing strategy。This paper is divided into 4 parts, the first part is the introduction and summary of the theory, introduced the purpose, significance, the