巴奴火锅的stp战略分析.docVIP

PAGE PAGE III 摘要 近几年来，火锅这个行业的快速发展吸引了全社会的目光，特别是以东来顺等老字号的企业为代表的企业展现出了蓬勃发展的势头，让火锅行业曾经的辉煌再一次展现了出来；同时德庄火锅，小肥羊，秦妈等为代表的新兴的火锅企业也不断地增加，一代更比一代强，取得了很大的市场份额。本文运用stp战略分析法（市场细分（Segmenting），确定目标市场（Targeting），定位（Positioning） ），确定巴奴的目标市场，消费人群，来使得巴奴发掘市场机会，开拓市场并且企业能够充分利用现有资源，获得竞争优势，还有利于企业了解各细分市场的特点，制定并调整营销组合策略。让巴奴火锅的未来发展战略更加的合理。有了这些合理的，前沿的企业管理精神和企业内涵，巴奴一定会成为全中国最大的火锅品牌，成为全中国人民最喜爱的火锅品牌，甚至走出中国，走向世界。 关键词：巴奴火锅 市场选择 市场定位 企业文化 Abstract In recent years, the rapid development of this industry pot to attract the attention of the whole society, especially in donglaishun products as represented by the enterprise showed vigorous development momentum, make hot pot industry brilliant once again out of the show; DE zhuang, hot pot at the same time, the little sheep, such as Qin Ma emerging hot pot enterprises are also constantly increased, generation more than a generation, has achieved a large market share. Strategic analysis method in this paper, with the STP (segmentation (Segmenting), determine the target market (Targeting), Positioning (Positioning)), determine the target market of the slave, consumer groups, to make the slave to discover market opportunities, expand the market and enterprises can make full use of existing resources, gain a competitive advantage, and good for enterprises to understand the characteristics of each segment of the market, formulate and adjust the marketing mix strategy. Let the future development strategy of slave hot pot is more reasonable. With the reasonable connotation of the frontier spirit of enterprise management and enterprise, the slave will surely become the whole of Chinas largest hotpot brand, become a favorite brand of hot pot, all Chinese people, even out of China to the world. Key words: the hot pot MAO belly hotpot market choose market positioning enterprise culture 目 录 TOC \o 1-3 \h \u 11944 摘要 II 4416 Abstract II 24831 目 录 IV 16353 绪 论 1 23243 第1章 巴奴火锅的简介 1 15754 第2章 市场细分标准的分析 2 11332 2.1价格细分 2 18145 2.2利益细分 3 32667 2.3