Hill.cocktail酒吧的营销策略研究.docVIP

PAGE 16 Hill.cocktail酒吧的营销策略研究 摘 要 如今，随着人们物质水平的提高和生活节奏的加快，越来越多的人选择酒吧这一娱乐场所当成他们释放压力、相互沟通的一个去处，有的人在酒吧随着音乐节奏尽情舞动，有的人在酒吧与生意伙伴进行商务洽谈，有的人在酒吧与三五知己进行交流，也有的人在酒吧进行学习或工作。由此可见，酒吧逐渐成为了一个不仅仅是喝酒的多功能场所。一个地区的酒吧行业能否健康发展也可以看出这个地区的底蕴和文化素养，而酒吧行业的健康发展能够提升该地区的品位。 近年来，珠海的酒吧越开越多，酒吧行业的竞争愈加激烈。本文将以珠海市一家历史悠久的酒吧—Hill.cocktail为例，采用7Ps营销理论，阐述Hill.cocktail的经营现状以及酒吧要进一步发展亟需解决的问题和策略，从而推动Hill.cocktail的长远发展，同时为其他酒吧的经营提供一定参考。 关键词： Hill.cocktail；酒吧；营销策略 Research on marketing strategy of hill.cocktail bar Abstract Nowadays, with the improvement of peoples material level and the acceleration of their life rhythm, more and more people choose the bar as a place for them to release pressure and communicate with each other. Some people dance with the rhythm of music in the bar, some people have business talks with business partners in the bar, some people communicate with their friends in the bar, and some people are in the bar To study or work. Thus, the bar has gradually become a multi-functional place not only for drinking. The healthy development of the bar industry in a region can also be seen from the regions heritage and cultural literacy, and the healthy development of the bar industry can improve the taste of the region. In recent years, more and more bars are opened in Zhuhai, and the competition in the bar industry is more and more fierce. This paper will take hill.cocktail, a bar with a long history in Zhuhai, as an example, and use 7PS marketing theory to elaborate the current situation of hill.cocktails operation and the problems and strategies that need to be solved in order to further develop the bar, so as to promote the long-term development of hill.cocktail, and at the same time provide some reference for other bars operation. Keywords: hill.cocktail ；Bar；marketing strategy 目录 TOC \o 1-2 \h \u 一、绪论 1 （一）研究背景 1 （二）研究意义 1 1.可以弥补并丰富我国的酒吧文化 1 2.给予酒吧经营者一定的参考意义 1 （三）研究方法 2 1.文献调查法 2 2.实地调查法 2 二、理论综述 2 （一）顾客忠诚理论 2 （二）7Ps营销理论 3 三、酒吧行业市场现状及前景分析 3 （一）酒吧行业市场现状分析