浅论华莱士快餐在东营地区的促销策略.docVIP

潍坊科技学院 本科毕业设计（论文） 题 目 浅谈华莱士快餐在东营地区的促销策略 院（系） 工商管理学院 专业 市场营销 学 号 201216100302 学生姓名 陈敏敏 指导教师 姜雨杉 起讫日期 设计地点 摘 要 随着国家的发展、社会进步，人们的生活水平越来越高，生活节奏越来越快，这使得一种新型的餐饮模式应运而生，它简单快捷，口味独特，能满足当今快节奏的生活需要，迎合了众多消费者不同的消费需求，早在改革开放初期肯德基进入中国市场，国内餐饮业便掀起了一股快餐潮流，各品牌西式快餐为顺应国内消费者的口味，不断改进，研发出符合“中国味”的中西结合式快餐，获得广大中式消费者的一致青睐。华莱士，这个中国本土西式快餐品牌顺应时代潮流，在激烈的市场争夺战中脱颖而出，成功跻身于中国市场西式快餐前列，也因其具有中、西式的“双重性格”，更好地满足了中国市场上的不同消费者的消费需求，扩大了消费群体，配合有效的促销策略，能够抓住本品牌的目标消费者群体，保持一个稳定的市场占有率份额，从而稳健发展。 关键词：西式快餐；消费；市场；促销；模式 Abstract With the development of the country , social progress , people’s living standard is getting higher and higher , and the rhythm of life is more and more fast , this makes a new type of food and beverage model came into being , he is simple and quick , unique taste , packaging is simple , can meet when the fast pace of life needs , to meet the diverse needs of many consumers , early in the Chinese market , they set off a trend of fast food , with the continuous improvement of the research and development in line with the “Chinese taste” of Chinese and Western style fast food , a wide range of large Chinese consumers are in favor of . Wallace , the China native Western fast-food brands follow the trend of the times , in many west fast food fast fierce battle for success among the Chinese skill talent shows itself , the market of Western fast food because it is in the forefront , also Western style “dual character” can better meet the needs of different consumers in the Chinese market , and expand the consumer group , coupled with its own marketing strategy , to seize the brand’s target consumer groups , there is a stable market share , thus steady development . Keywords : Western fast food ;consumption ; marke