比萨哒的营销现状及对策分析.docVIP

PAGE 17 Research on Current Marketing Situation and Remedy Measure of PIZZA2DOOR Abstract In recent years, with the rapid development of the economy in Jieyang, the living standards and purchasing power of the locals have been improving significantly.?The change in consumption conception of local consumers has made the fast food industry more popular and competitive.?If fast food restaurants want to survive in this fiercely competitive environment and achieve sustainable development, it is not only for them to improve their products to cater the pickier taste bud of the locals, but, more important, they also innovate their marketing strategies to satisfy consumer demand so they could improve the brand awareness and public praise of product. In this paper, a small pizza parlor “Pizza2door” in Jieyang has been used as the object of study to discuss its current marketing situation and remedy measure. With regard to the negative impacts of remedy measure on marketing situation, this paper attempts to identify the cause of problems, and put forward constructive suggestions for solving these problems. Based on the analysis of the marketing situation and remedy measure of “Pizza2door”, it will have some inspiration in the development of the local fast food restaurant industry. Keywords: marketing, current marketing situation, remedy measure 比萨哒的营销现状及对策分析 摘 要 近几年来，随着经济的快速发展，揭阳市民的生活水平和消费能力也明显提高，消费观念的转变使快餐业更加受到当地消费者的青睐。因此，当地的快餐业竞争也十分激烈，各个快餐店要想在这个竞争激烈的环境里生存下来并达到持续稳步发展，不仅仅是改造自己的产品来迎合当地市民日渐挑剔的味蕾，更重要的是要创新营销对策，独创营销方式来提高店铺的知名度，满足消费者的需求，提高更好的产品口碑。 REF _Re\r \h [12] 这篇论文以揭阳当地的一家小型披萨店“比萨哒”为研究对象，了解“比萨哒”的营销现状，分析营销对策对店铺营业状况的影响，有关对店铺营业状况产生不利影响的营销策略，找出问题产生的原因，提出相应的建设性建议和解决方法。通过对“比萨哒”营销现状和对策的分析为当地快餐店和餐饮业的发展提供一定的启示和借鉴。 关键词：市场营销；现状；对策 Contents Abstract Ⅰ 摘 要 Ⅱ Introduction 1 1 Profile of Pizza2door 2 2 Current Status of Pizza2door 4 2.1 Weak Revenue That Lead to Employee’s Poor Morale 4 2.2 The Reduction of Cust