宁波贴阁碧餐饮日常营销研究.doc

PAGE 　　　　　　　　　　　　　　　　　　　　　　 宁波贴阁碧餐饮日常营销研究 目 录 Abstract………………………………………………………………..1 内容摘要…………………………………………………………………2 一、宁波餐饮行业现状………………………………………………..2 （一）高端餐饮纷纷走亲民路线……………………………………..3 （二）中式连锁快餐加快扩张脚步…………………………………….3 （三）餐饮业面临高成本、低利润等现实压力……………………..3 （四）餐饮市场竞争多样化…………………………………………..4 二、宁波贴阁碧餐饮日常营销概况…………………………………..4 （一）宁波贴阁碧基本情况…………………………………………..4 （二）宁波贴阁碧日常营销概况……………………………………..5 （三）宁波贴阁碧日常营销的实施成效……………………………..6 三、宁波贴阁碧餐饮日常营销管理中存在的问题分析……………..6 （一）人员综合素质普遍偏低，缺乏有专业技能的高级管理人员..6 （二）菜品创新度不高，无法长期吸引顾客多次消费……………..7 （三）营销手段过于单一，用户数据没有私有化…………………..7 （四）缺乏多种传播的途径…………………………………………..7 （五）缺乏数据企业自己的大数据…………………………………..8 （六）线下体验太过单一，不能给客户留住深刻印象……………..8 四、宁波贴阁碧餐饮日常营销的发展建议…………………………..8 （一）招贤纳士，培养挖掘符合餐饮企业需求的人才……………..8 （二）丰富菜品，不定期的对菜品进行创新………………………..8 （三）营销手段多元化，微营销是首选………………………………9 （四）线上线下双线传播，开启O2O模式…………………………..9 （五）建立数据自己的大数据系统，对数据进行深度挖掘………..10 （六） 提供多种点餐模式，创新主体活动，增强用户粘性……….10 参考文献：………………………………………………………………11 PAGE 11 　　　　　　　　　　　　　　　　　　　　　 Abstract Ningbo posted kok garden hotel management co., LTD., founded in May 1997, the companys main business is: catering, leisure, business and brand chain operation, etc. Is a professional hotel management organization, posted by 2014 ningbo pavilion garden with 10 stores. But as the catering market increasingly fierce competition, people consumption level also constantly improve, choose dining room also is more and more big, the ningbo pavilion garden facing the extremely serious challenges. This paper analyzes the actuality of ningbo catering, ningbo catering to stick pavilion garden in daily problems existing in the marketing management, put forward the product innovation, to take a variety of marketing, communication mode diversification, to establish enterprises such as large data in accordance with the present food new marketing management strategy. Innovation is the enterprise survival development, only through the overall reform and innovation, to food and beverage in ningbo to survive in this competitive environment. Keywords：Tiegebi Daily Market