德克士德令哈市场推广对策研究.docVIP

德克士德令哈市场推广对策研究 PAGE 毕 业 论 文 题 目 德克士德令哈市场推广对策研究 英文题目 A Strategic Study of Promoting Dico’s Delhi Marketing 学生姓名 学 号 专 业 市场营销 系 别 经济管理系 指导老师 职 称 二 零 一 一年 六 月 摘 要 随着社会经济发展和人民生活水平的不断提高，快餐已经成为一种有效、能动的消费，它的出现加快了社会的生产率的发展。中国餐饮市场拥有7500亿的市场规模，随着快餐的社会需求随之不断扩大，快餐行业将迎来发展高峰。 顶新集团旗下的德克士是在激烈的市场竞争中脱颖而出的一家高速成长的企业, 其市场创新能力和战略布局也越来越得到完善。但伴随着德克士西式快餐走向成功的同时，遇到一定的阻力和问题也是不可避免的。本文立足中国西式快餐市场的基本情况，通过“德克士”西式快餐在德令哈市场的推广为视角对当前国内西式快餐推广的现状及不足之处进行分析，透晰出“德克士”快餐的一些有关目标市场开发、产品创新能力欠缺、促销危机等问题与不足，并结合德令哈市场的实际情况提出几点建议，以便探索出一条适合德克士发展的崭新道路，从而推动我国西式快餐市场更好更快的发展。 关键词：德克士快餐企业；德令哈市场；市场推广；问题与对策 ABSTRACT With the development of society and economy and the continuous improvement of people’s living standards, fast food has become a kind of effective and dynamic consumer goods and has accelerated the development of social productivity. The catering market in China takes possession of market scale of 750 billion Yuan and the development of fast-food industry will usher in the peak owing to the market scale continuously enlarge along with the social need of fast food. Dicos, a branch company of Ting Hsin International Group, is a fast-growing company under the fierce market competition. Its market innovation and strategic layout have been more perfect. However, at the same time of success in Dicos western-style fast-food, encountering some resistance and problems is inevitable. Based on the basic situation of western-style fast-food market in China and from the perspective of promoting Dicos western-style fast-food in Delhi, this thesis analyses the current domestic situation and inadequacy of promotion of western-style fast-food; dialyzes some problems and shortcomings regarding the development of target market and third-line market of Dicos fast-food and puts forward several proposals in combination with the actual situation in Delhi market