【毕业论文】广州天天海鲜酒家蓝海战略研究.docVIP

毕业设计（论文） 题目：广州天天海鲜酒家蓝海战略研究  广州天天海鲜酒家蓝海战略研究 摘要 随着中国服务行业的不断发展和进步，市场和消费者对服务业提出了越来越高的要求，同行业间的竞争也变得越来越激烈。因此，餐饮业也必须提高自身的竞争力来应对更大的挑战。经济条件下，越来越多的餐饮业都拥有着较为雄厚的硬件设施，但却往往忽略了对软文化的建设和发展。蓝海战略是一种区别去传统竞争，致力于开辟市场和新需求以避免竞争的新兴战略。本文以广州天天海鲜酒家为代表，分析饭店发展中软硬件、管理体制与市场化运作、品牌建立和推广等存在的问题，利用SWOT分析法，结合广州天天海鲜酒家的发展情况，综合分析“蓝海战略”在饭店中的应用，并提出饭店发展的策略。 关键词：蓝海战略；管理体制；品牌建立和推广；发展策略 GUANGZHOU JIANGNAN SEAFOOD RESTAURANT BLUE OCEAN STRATEGY RESEARCH ABSTRACT With Chinas service industries continue to develop and progress, market and consumer service industry has put forward higher and higher requirements, the same industry competition is becoming increasingly fierce. Therefore, the catering industry should improve their competitiveness to meet the greater challenges. Economic conditions, more and more food and beverage industry has a relatively strong hardware facilities, but often overlooked the soft cultural construction and development. Blue ocean strategy is a kind of strategy which is difference to traditional competition, committed to open up the market and new requirements to avoid new emerging competitive strategies, this article take the Guangzhou Great Southern seafood restaurant for example, analysis software and hardware, management system and operation of market, brand building and promotion and other problems. Aimed at the variety of issues in The restaurant, proposed hotel development strategy. Combined with the Guangzhou Great Southern seafood restaurant development situation, a comprehensive analysis of the Blue Ocean Strategy which applied in hotel. Key words：Blue ocean strategy; management system; brand building and promotion; development strategy 目 录 1 绪论………………………………………………………………………………1 1.1课题研究的目的及意义……………………………………………………1 1.2 文献综述…………………………………………………………………1 1.3研究内容及方法…………………………………………………………3 2 理论综述……………………………………………………………………4 2.1 蓝海战略的概念…………………………………………………………4 2.2蓝海战略与红海战略的区别……………………………………………5 2.3蓝海战略实施的原则…………………………………………………7 3 广州天天酒家的经营管理现状……………………………………………7