B-32论文.docVIP

河北科技师范学院本科毕业论文（设计） 摘 要  PAGE II  PAGE  摘 要  PAGE I 摘 要 我国中式快餐行业获得巨大发展的同时，也伴随着巨大的竞争压力。中式快餐企业对内不仅面临着各个品牌的激烈竞争，同时对外也要面对来自西式快餐巨头麦当劳和肯德基等企业的巨大压力。多数的中式快餐企业在营销方面还存在很大的问题，主要表现在中式快餐企业规模小，缺乏建立自主品牌的意识；市场定位不清晰；中式快餐企业营销模式还处于传统阶段，营销模式过于单一，无法在形成规模效应；并且在经营过程中无法留住顾客，顾客对于品牌忠诚度过低，致使中式快餐企业在与西式快餐的竞争中处于劣势。本文通过理论深入分析我国快餐业的发展现状以及目前中式快餐企业的营销现状，结合现状未来发展趋势提出中式快餐的营销策略，对所提观点进行佐证，并据此提出??中式快餐企业的启示，以促进与西式快餐同台竞争的中式快餐民族企业迅速发展。 关键词： 中式快餐；营销问题；对策分析 Abstract Catering industry in China has development very well, but at the same time there are many challenges. Chinese native fast food not only face the difficult at home but the pressure come for KFC or Mc. Most of the fast food companies have many problems which focus on the small scale, the lack of mature brands, market positioning not clear, customer loyalty is not stable. Chinese fast food industry always has a single marketing mode which makes the challenge becoming more and more serious, and brand concentration is very low in terms of their brand image and brand awareness, inadequate investment, Chinese-style fast food enterprises at a disadvantage in the competition with Western-style fast food. This in-depth analysis of the development status of Chinese fast food industry through theory and current marketing situation of Chinese-style fast food enterprises, combined with current status future development trends in the marketing strategy of Chinese fast food, to support the point raised by, and based on the enlightenment of Chinese-style fast food enterprises, to promote Chinese fast food nation to compete with Western-style fast food enterprises develop rapidly. Keywords: Chinese fast food; Marketing problems; Countermeasure analysis. 目 录  PAGE IV  PAGE I 目 录 目 录  TOC \o 1-3 \h \z \u  HYPERLINK \l _Toc2298 摘 要  PAGEREF _Toc2298 I  HYPERLINK \l _Toc2802 Abstract  PAGEREF _Toc2802 I  HYPERLINK \l _Toc16497 一、前言  PAGEREF _Toc16497 1  HYPERLINK \l _Toc2159 二、我国快餐业的现状  PAGEREF _Toc2159 1  HYPERLINK \l _T