餐饮业的服务营销策略存在的问题及改进的建议-以海底捞为例市场营销毕业论文.doc

餐饮业的服务营销策略存在的问题及改进的建议-以海底捞为例 PAGE 20 核准通过，归档资料。 未经允许，请勿外传！ 青岛理工大学 毕业论文 题目：餐饮业的服务营销策略存在的问题及改进的建议-以海底捞为例 2014 年 04 月 15 日 摘 要 餐饮业，作为我国第三产业中的传统服务业，经历了改革开放起步、数量型扩张、规模连锁发展和品牌战略4个阶段，取得突飞猛进的发展。当今时代，随着国外资本、管理和品牌大举进入、中国餐饮业市场的饱和度将越来越高。餐饮企业面临的外部环境和内部条件日趋复杂，竞争也日趋激烈。而营销是餐饮业应对国际竞争和提高竞争力的重要手段。海底捞集团创办于1994年。从四川简阳起家，逐步由一个不知名的小火锅店，发展成为中国餐饮具有标志性的企业，06年，百盛中国将年会聚餐放在海底捞北京牡丹园店，并说这顿饭的目的就是“参观学习”，百盛是国际餐饮巨头，旗下肯德基和必胜客开遍全世界，足可见海底捞服务营销的影响力。时至今日，海底捞年营业额超过亿元，纯利润超过千万。海底捞的服务营销具有相当的特色，本文主要讨论海底捞集团的服务营销策略，探析其成功的原因，并对企业提出相关建议，总结餐饮业的服务营销方向。 关键词：餐饮业；海底捞；服务营销；差异化营销 Abstract Catering industry , as Chinas tertiary industry in the traditional service industries , experienced a reform and opening up started, quantitative expansion, scale chain development and brand strategy four stages achieved rapid development. The modern era , along with foreign capital , management and brand inroads into the Chinese catering industry market saturation will be higher. External environment and internal conditions catering companies face increasingly complex and increasingly fierce competition . The restaurant industry is an important means of marketing deal with international competition and improve competitiveness . Sea fishing Group was founded in 1994 . From Sichuan Jianyang started gradually from an unknown small hot pot restaurants, Chinese food has become a symbol of business lines , in 2006 , Parkson China will be the annual dinner on sea fishing Beijing Mudanyuan and said the purpose of the meal is the study tour , Parkson is an international food and beverage giant, KFC and Pizza Hut opened its all over the world , enough to see the sea fishing service marketing influence. Today, sea fishing annual turnover of more than billion , net profit of more than ten million . Sea fishing service marketing with considerable character, this article focuses on sea fishing group service marketing strategy , Exploration reasons for its success , and t