休闲餐饮企业的战略定位分析.docVIP

本科学生毕业论文 休闲餐饮企业的战略定位分析 系部名称： 管理系 专业班级： 旅游管理 班 学生姓名： 指导教师： 职 称： 讲 师 学 院 二○ 年 月 The Graduation Thesis for Bachelors Degree The Strategic Positioning Analysis of Casual Dining Industry Candidate： Specialty： Class：Supervisor： .LvKun Heilongjiang Institute of Technology 200 - ·  摘　　要 随着社会经济的不断发展，人民生活水平不断提高，休闲餐饮业已悄然兴起。“休闲餐饮”这个后起的、全新的用餐理念随着休闲餐馆品牌店的营销而成为一种时尚，适应了休闲消费需求，而且正义蓬勃发展的态势成为中国餐饮经济的亮点，如何在这样一个发展迅猛的行业中找到自己的发展地位，对企业进行正确的战略定位就显得尤为重要了。 本文以休闲餐饮企业的战略定位为研究对象，在介绍了休闲餐饮企业的行业背景的基础上，对当前休闲餐饮企业行业环境进行分析，得出休闲餐饮企业在竞争激烈的餐饮行业中具有的优势和劣势。然后分析了休闲餐饮企业的战略定位策略，其中包括战略定位的方法，原则以及战略定位所包含的基本内容，为休闲餐饮企业进行正确的战略定位提供理论基础。最后通过典型案例—避风塘茶楼的战略定位来说明现阶段我国休闲餐饮企业在战略定位中遇到的问题及对策。结论部分简单概括了本文研究的主要内容。 关键词：休闲餐饮；战略定位；行业环境；避风塘茶楼；策略 ABSTRACT With the constant development of the social economy, peoples living standard has been improved, casual dining has been quietly rising. As a new casual dining restaurant concept, Casual dining is emerging and becomes a fashion with the brands marketing,it adapts to consumers demand in the leisure and becomes the highlight of Chinas food and beverage economy. How to find their own status in such a rapid industry development,It is particularly important to have a right business strategic positioning. In this paper, the strategic positioning of casual dining industry is a object for the study,Firstly, On the basis of the introduction of casual dining industry background, I analyzed industry environment and got advantages and weaknesses of casual dining industry in the food and beverage competitive. Secondly,I gave the strategic positioning of casual dining industry strategy including strategic positioning approaches, principles, as well as the basic elements of strategic positioning .They will provide the correct theoretical basis for strategic positioning of casual dining companies. This paper gives a typical example of Be For Time Tea House, I got predicaments and countermeasure