浅析西部马华的快餐服务营销(0415整稿).docVIP

浅析西部马华的快餐服务营销 摘要：随着工作压力、生活节奏的不断加快，人们对于便捷化的消费行为更加认可。很多人已经逐渐习惯便捷化的消费，其中最为常见的一种习惯就是餐饮。西部马华就是这种因素中而产生的企业，该企业以面食小店起家，用二十年的坚持，成功拓展成一个品牌企业，在令人惊叹的同时，也有很多值得的思考。为此本文从营销角度，探讨西部马华快餐服务的特色及成功。重点探讨西部马华在营销方面的定位及特点。 关键词：西部马华；快餐服务；营销特色 Abstract: with the pressure of work, accelerating the pace of life, people for convenient consumption behavior more recognition. A lot of people have been getting used to convenient consumption, one of the most common kind of habit is food. Western ma hua is the factors resulting in the enterprise, the company started with noodle shop, with 20 years of persistence, success to expand into a brand enterprise, in the stunning at the same time, also has many is worth thinking. This paper from the perspective of marketing, this paper discusses the western ma hua and the features of fast food service success. The paper mainly discusses the positioning and characteristics of western hua was in marketing. Key words: the western ma hua; Fast food service; Marketing characteristics 目 录 TOC \o 1-3 \h \u HYPERLINK \l _Toc9134 摘要 PAGEREF _Toc9134 1 HYPERLINK \l _Toc29748 关键词 PAGEREF _Toc29748 1 HYPERLINK \l _Toc25956 Abstract PAGEREF _Toc25956 1 HYPERLINK \l _Toc4346 Key words PAGEREF _Toc4346 1 HYPERLINK \l _Toc31807 引言 PAGEREF _Toc31807 3 HYPERLINK \l _Toc13149 一、西部马华简介 PAGEREF _Toc13149 3 HYPERLINK \l _Toc13055 二、西部马华的产品特色及服务定位 PAGEREF _Toc13055 4 HYPERLINK \l _Toc5589 （一）品质产品，丰富的产品种类可供选择 PAGEREF _Toc5589 4 HYPERLINK \l _Toc5649 （二）科学选址规范装修——服务定位 PAGEREF _Toc5649 5 HYPERLINK \l _Toc29007 （三）规范管理模式经营，提升企业效益 PAGEREF _Toc29007 5 HYPERLINK \l _Toc2356 （四）重视人才发展，创“人”核心企业文化 PAGEREF _Toc2356 6 HYPERLINK \l _Toc19546 三、西部马华营销观念思维，“品牌化”发展思路 PAGEREF _Toc19546 7 HYPERLINK \l _Toc2905 （一）西部马华营销观念思维 PAGEREF _Toc2905 7 HYPERLINK \l _Toc31292 1、市场细分与市场定位 PAGEREF _Toc31292 7 HYPERLINK \l _Toc6751 2、客户需求 PAGEREF _Toc6751 8 HYPERLINK \l _Toc25155 3、客户沟通 PAGEREF _Toc25155 9 HYPERLINK \l _Toc1442 （二）西部马华品牌化发展思路 PAGEREF _Toc1442 9 HYPERLINK \l _T