浅析主题餐厅的营销策略.doc

毕业设计（论文） 题目： 浅析主题餐厅的营销策略 ——以仙踪林主题餐厅为例 学生姓名： 学 号： 班 级: 工商管理3班 专 业： 工商管理（旅游与酒店管理） 所 在 系： 管理系 指导教师： 完成日期：  2010年4月 浅析主题餐厅的营销策略 ——以仙踪林主题餐厅为例 摘要 主题餐厅是基于成熟的市场环境和个性消费需求而产生的，它是通过文化嫁接的方式，以创造一个或多个文化主题为标志，并围绕主题来营造餐厅的环境氛围，提供特色饮食服务的场所。广州地区的主题餐饮业现在正处于蓬勃发展的阶段，主题餐饮在广州的发展已经初具雏形，消费者对此的反应也很热烈，市场前景看好。鲜明的主题特色和浓厚的文化内涵是主题餐厅永恒的追求。餐饮业者正以丰富的想象力把人类的灿烂文化与现代文明嫁接和包容到餐饮的产品、服务、树立品牌形象和创新企业文化中来。主题餐厅应理性地运用主题产品营销、主题品牌营销和主题文化营销的策略，创造生存的条件和发展的优势。本文通过调查访问结合相应的文献资料，着力分析广州地区主题餐饮业现在所面临的机遇与挑战，由此提出广州主题餐饮行业的发展战略，进一步走向国际化。 关键词：饮食文化；特色餐厅；主题餐厅；文化营销  Study on the marketing AND THE DEVELOPMENT for the theme restaurant Abstract The theme restaurant is based on the mature market environment and special consumer demand. It adopted the cultural grafting methods, in order to create one or more cultural theme for the signs, and restaurants around the main theme to create an atmosphere environment, providing food service establishments characteristics. The Guangzhou theme restaurant industry now is booming, and the theme restaurant has already beginning, also the consumers are enthusiastic response, the market potential has been considered very well. The subject of the investigation will be on the basis of information with the corresponding literature and interviews.Today, many food service enterprises mix the beautiful culture into their business to get competitive superiority. Culture increases consume value chain of the products. For creating conditions for survival and advantages for development, the article puts forward that theme restaurant should carry out product marketing tactic, brand marketing tactic and culture marketing tactic.Theme of the restaurant industry in Guangzhou are now faced with opportunities and challenges, resulting in Guangzhou theme restaurant industry development strategy and move towards internationalization further. Key word：dining and drinking culture；special restaurant；th