西式快餐企业的服务营色销策略研究.docVIP

西式快餐企业的服务营销策略研究 —以麦当劳快餐连锁店为例 摘要：21世纪，服务营销成为各行各业尤其是餐饮服务业追逐的热点。自古以来民以食为天，餐饮行业是所有服务业中不可或缺的一部分，而西式快餐作为餐饮业的一员，要在中国市场中与本土餐饮行业共存并脱颖而出，就更需要良好的服务营销策略从而取得更多的市场份额。本文以麦当劳快餐连锁店为例，就西式快餐企业的经营状况以及服务营销策略进行了解研究和分析，从而对立足于中国市场的西式快餐企业根据实际情况提出在服务营销策略方面相应的改进建议。 关键词：服务营销策略 西式快餐企业 建议 Abstract：In the 21st century, service marketing is becoming a hot spot of all walks of life especially catering services to chase. Since the ancient times the food industry is an integral part of all services, and western fast food as a member of the catering industry, to coexist in the Chinese market and local catering industry and stand out, more need good service marketing strategy to gain more market share. Take McDonalds fast food chains as example, this paper is analyzing the western-style fast food enterprises operating performance and their service marketing strategy, thus to give some suggestions and proposed corresponding for improvement in terms of the service marketing strategy to those western-style fast food enterprises according to the actual situation。 Key word: service marketing strategy; western-style fast food enterprises；suggestion； 目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc453686698 1.快餐企业经营状况分析与服务营销 PAGEREF _Toc453686698 \h 4 HYPERLINK \l _Toc453686699 1.1快餐企业的经营状况评述 PAGEREF _Toc453686699 \h 4 HYPERLINK \l _Toc453686700 1.2西式快餐企业的服务竞争态势 PAGEREF _Toc453686700 \h 4 HYPERLINK \l _Toc453686701 1.3西式快餐企业的市场定位与服务营销策略的需求 PAGEREF _Toc453686701 \h 5 HYPERLINK \l _Toc453686702 2.西式快餐企业的服务营销策略及分析 PAGEREF _Toc453686702 \h 6 HYPERLINK \l _Toc453686703 2.1服务营销策略 PAGEREF _Toc453686703 \h 6 HYPERLINK \l _Toc453686704 2.2服务营销策略与西式快餐企业的发展 PAGEREF _Toc453686704 \h 6 HYPERLINK \l _Toc453686705 3.麦当劳的服务营销策略模式 PAGEREF _Toc453686705 \h 7 HYPERLINK \l _Toc453686706 3.1麦当劳的市场定位及市场选址 PAGEREF _Toc453686706 \h 7 HYPERLINK \l _Toc453686707 3.2麦当劳的服务营销策略实施过程 PAGEREF _Toc453686707 \h 8 HYPERLINK \l _Toc453686708 3.3麦当劳的服务营销策略实施效果评价 PAGEREF _Toc453686708 \h 9 HYPERLINK \l _Toc453686709 4.西式快餐企