餐饮业的服务营销策略研究 大学论文.doc

分类号 编 号 华北水利水电学院 North China Institute of Water Conservancy and Hydroelectric Power 毕 业 论 文 题目 餐饮业的服务营销策略研究餐饮业的服务营销策略研究我国是一个重视餐饮有餐饮文化的国家，餐饮市场的规模和潜力为国际餐饮业所瞩目。加入后，国际餐饮业进一步入我国餐饮市场，我国餐饮业面临更激烈的竞争。营销是餐饮业应对国际竞争和提高竞争力的一个重要手段，对我们有大意义。同时，我国餐饮业的改革正在深入，多种所有制形式的餐饮企业都需要现代化管理作为支撑，营销策略将成为餐饮企业的核心竞争力之一。 The Strategy Research of the Catering’s Service Marketing Abstract：China is and attaches importance to its cultural traditions, the size and the potential of the catering market has a big force in international catering industry. After joining the WTO, the international catering industry enters into Chinese catering industry more closely, therefore, our catering industry is facing more intense competition. And marketing is an important means to deal with the international competition and to increase competitiveness, which has a great significance for us. At the same time, the reform of Chinese catering industry is reforming deeply, different forms of ownership of the catering business need to be supported by modern management and marketing strategies will become one of the core competitiveness in the catering industry. The study reffers the documents, the contrast methodology and the logical analytic method, unifying the theoritical knowledge of the sevice marketing and marketing. In recent years, catering industry is facing increasingly personalized consumer, more prominent brand characteristic, green food is booming up and chain operating catering has become the main direction of the current situation。 According to this reality，this paper researching the marketing strategy, product strategy, pricing strategy and channel strategy。Through case analysising ，trying to find a practical solution to the problems existing in recent food industry, such as brand building lags behind, marketing model traditional, low-technology, network systems immature, the lack of marketing planning and so on。The results show that, if catering ind