某比萨连锁餐馆品牌市场竞争与市场细分策略分析.pdfVIP

A PIZZA CHAIN STORE BRAND MARKET COMPETITION AND SEGMENTATION RESEARCH ABSTRACT China, because of its rapid economic development trend, has become a critical battleground for multinational restaurant chain companies. However, international companies soon discovered that, Chinese market is very unique. They must rely merely on market research to determine the characteristics of Chinese consumer groups and determine targeted strategy in China. After 10+ years experience in China market, Worlds most famous pizza restaurant chain Papa!Johns has gained the 2nd market share in pizza restaurant industry. However, with the overall growth of customers, its brand image and market positioning are increasingly blurred, and the customer loyalty number is falling. At this critical moment, if Papa!Johns wishes to continue its revenue and market share growth, it must be positioned based upon the best-matched target population, and reshape its brand positioning. 万方数据 This paper studies in detail on how to make full use of the comprehensive quantitative and qualitative market research, to solve the problems Papa! Johns is facing with. 1) Through market competition analysis, validates that Papa! Johns is next to Pizza Hut in terms of the market position. However, gaps compared to Pizza Hut are outstanding 2) SWOT analysis discloses that, Papa! Johns has major advantages in raw materials quality and the restaurant environments over Pizza Hut. However, in terms of the product itself, the number of newly invented products and the numbe