特色饭店的主题营销策略研究毕业论文.docVIP

PAGE 1 特色饭店的主题营销策略研究 摘 要 我国的餐饮行业目前正处在一个飞速发展的阶段，并已经进入了投资主体多元化、经营业态多样化、经营模式连锁化和行业发展产业化的新阶段。目前在全国各大中城市涌现出一批品牌连锁经营集团企业，既有老字号品牌，也有更多的新品牌企业，为行业发展起到骨干示范作用。 本文主要根据餐饮业的发展现况，对主题营销进行了相关研究并引进了特色饭店的的概念、特点、优势以及和其他饭店所不同的独特性；并通过主题环境文化营销、主题产品文化营销和主题服务文化营销三个方面来阐述特色饭店主题营销的策略；最后通过典型案例的分析，总结出特色饭店主题营销的优势，劣势及发展方向。 关键词：主题营销 特色饭店 营销策略 The Study On Theme Marketing Policy Of Characteristic Restaurant Abstract At the present time, our catering industry is on the stage of hyper growth, and has entered to the new stage of diversity of the investment subject and operation form, chaining of business model and industrialization of Industry growth. Now some brand join operation enterprise group emerge in the major cities nationwide, not only the heritage brand but more new brands, playing the backbone demonstrative role for the industry growth. In the base of the develop situation of catering industry the thesis formulates the correlation studies of the topic marketing and introduces the concept ，feature and advantage of characteristic restaurant and the originality to other restaurants. In the last place, from the three aspects that marketing of theme environmental cultural、marketing of theme product’s cultural and marketing of theme service’s cultural, the paper formulates the theme marketing policy of characteristic restaurant. At last, through the case studies, it comes to the pros and cons, and the develop direction of the theme marketing policy of characteristic restaurant. Keywords：theme marketing, characteristic restaurant, originality 目 录 引 言 ……………………………………………………………6 一、主题营销的基本理论…………………………………………7 （一）主题营销的概念………………………………………………7 （二）主题营销的特点………………………………………………8 二、特色饭店对主题营销概念的引入—主题饭店………………9 （一）特色饭店引入主题营销概念—主题饭店……………………9 （二）特色饭店引入主题营销的优势………………………………10 （三）主题饭店的主题类型…………………………………………10 （四）主题饭店经营的独特性………………………………………12 三、主题饭店营销的核心—产品文化营销………………………14 （一）饭店产品文化营销内涵………………………………………14 （二）主题饭店与饭店产品文化营销的关系………………………14 （三）主题饭店产品文化营销策略…………………………………15 四、典型案例分析…………………………………………………16 （一）主题饭店存在的问题……………………………………