海底捞服务营销战略分析.docxVIP

海底捞服务营销战略分析 摘要 改革开放 30 年，我国的经济得到了迅猛发展，人们收入也日益富足。随着人们生活水 平的逐渐提高， 人们的消费观念以及饮食习惯也发生了非常大的变化， 人们在对餐饮本身提 出高品位、 以及无公害健康、 营养的餐饮产品的同时也对餐饮服务提出了更多的要求。 我国 餐饮行业已经了经历了将近的 30 年的快速发展后，餐饮行业己经从单纯的进行产品质量竞 争和简单的价格竞争逐渐转变为餐饮行业的服务理念竞争。 但目前我国大多数的餐饮企业在 激烈竞争的餐饮市场格局中，一般都只追求眼前的企业经济价值以及企业表面的光鲜艳丽， 多数都缺乏深层次的对消费者的了解和关怀， 根本就没有服务顾客的内在强烈意识， 使得很 多餐饮企业在无形中白白的损失了大量的客源。 本文就是以市场营销学中的一些营销理论以 及企业相关的管理学管理理论为基础， 从营销、 战略管理以及文化等角度， 研究我国海底捞 火锅企业和相似的企业在服务营销过程中需要注意的一些问题， 强调海底捞等火锅企业在实 施服务战略营销的过程中应该坚持以人为本的服务理念， 处处应该为顾客着想， 提高顾客对 餐饮企业的关注度以及忠诚度。 关键字 ： 服务营销 营销战略 海底捞 Abstract 30 years of reform and opening up, Chinas economy has been developing rapidly, Peoples incomes, the growing affluence of. With the gradual improvement of peoples living standard, peoples consumption concept and eating habits have taken place in very large changes. High-grade people on the restaurant itself, as well as pollution health, nutrition, food and beverage products, while also catering services more, Chinas catering industry has gone through nearly the 30 years of rapid development, food and beverage industry has been from a simple product quality competition and price competition gradually transformed into the concept of competition for the services of the catering industry. However, the majority of our food and beverage companies in the highly competitive restaurant market pattern, generally only the pursuit of immediate economic value, as well as enterprise the surface is glossy and gorgeous, the majority of the lack of deep-seated understanding and care for consumers, there is no inherent strong sense of customer service, the loss of a large number of tourists makes a lot of catering enterprises in virtually white. This article is based on marketing theory in the marketing and business management theory from the perspective of marketing, strategic management and culture, our sea fishing hot pot enterprises and similar enterprises need to pay attention to the process of service marketing a number of issues, emphasizing sea fishing and o