餐饮公司营销策略研究.doc.docx

PAGE  经济管理学院2015届毕业论文 论文题目巴贝拉餐饮集团营销策略研究 专 业 市场营销 班 级 升营销13级2班 姓 名 郭耀天 学 号 201328080206 指导教师 于仰南 职 称 教授 2015年 6 月5日  [摘要]休闲己经成为我们这个时代最重要的特征之一，成为了一种生活方式和行为方式。在我国，伴随着社会经济的迅猛发展，城镇居民日益追求生活品质和品味，中高收入群体规模不断上升，休闲己经成为社会的精神文化诉求，休闲消费与休闲产业蓬勃发展，这也直接促进了国人尤其是城市居住者一餐饮活动的功能拓展，饮食活动成为休闲生活理念的载体，表现为追求休闲的社会价值观与思想，休闲餐饮应运而生。近十年来，休闲餐饮在我国得到了快速的发展，彰显出休闲、舒适、情趣、品味的特质，己成为推动我国餐饮业持续向好发展的一支生力军。 本文通过实践和营销理论相结合，通过查阅文献和案例分析，调查问卷总结的方法，归纳出巴贝拉餐饮集团的营销策略的成功经验，通过分析中国休闲餐厅市场目前现状和营销策略，探索巴贝拉餐饮拓展市场的营销策略，同时对该公司在营销方面存在的问题提出相应的解决办法，目的是能够为企业制定完善的营销策略，扩大企业市场增强企业竞争优势，为巴贝拉休闲餐厅市场的营销策略提出创新的可操作性的建议。使巴贝拉餐饮集团蓬勃创新发展，向着多样化，连锁化，国际化，品牌化，现代化和严格化的方向创造出一个属于国人骄傲的本土休闲餐饮品牌。 [关键词] 休闲餐饮 巴贝拉 营销策略 [Abstract] One of the characteristics of leisure has become the most important of our times, has become a way of life and behavior. In our country, along with the rapid development of social economy, urban residents are increasingly in pursuit of life quality and taste, the rising scale of high-income groups, leisure has become a social cultural and spiritual pursuit of the, leisure consumption and leisure industry is booming, which also contribute directly to the Chinese people, especially urban dwellers a catering activities function expansion, the diet activities become the carrier of the concept of leisure life and performance for the social value of the pursuit of leisure concept and thought, casual dining arises at the historic moment. Over the past decade, catering and leisure in China has been rapid development, reveal the leisure, comfort, taste, taste qualities has become promote Chinas catering industry continues to improve the development of a new force. The through practice and marketing theory combined by literature review and case analysis, summarizing the survey method, summed up Babela Restaurant Group Marketing Strategy of successful experience, through the analysis of the Chinese leisure restaurant market present situation and marketing strat