2022年餐饮业服务营销策略分析与综合设计.docVIP

主标题: 餐饮业服务营销策略分析与设计 【论文摘要】: 多年来, 中国餐饮业发展非常快速, 餐饮业增加率要比其它行业高出十个百分点以上。能够说中国正迎来一个餐饮业大发展时期, 市场潜力巨大, 前景非常宽广。但从另一个方面来看,餐饮需求又是复杂多变, 有目标地进行餐饮营销策略研究显得十分必需。 故本文正是在这种背景下, 首先简明介绍了餐饮业在这几年里所发生转变和大家生活方法改变。经过提出餐饮业市场改变和猛烈竞争影响下,探讨真功夫餐饮业在猛烈竞争市场环境下,她们在日常推广活动中怎样经过部分营销策略来吸引用户,达成营销效果,使用户得到满意, 如它们营销手法和服务方面应用。本文亦经过对真功夫餐饮业SWOT分析,分析其在猛烈竞争市场中优势、 劣势、 机会和威胁和现阶段存在问题进行了分析。最终,在此基础上, 提出了真功夫餐饮业营销完善策略。 关键词: 餐饮营销 营销策略 Key words: In recent years, Chinas catering industry is developing very fast, retail growth rate higher than other industries ten percent or more. We can say China is have a great development in the catering industry, the period of the market potential is tremendous, foreground is very wide. But from another perspective, catering demand is complicated and changeable, targeted for catering marketing strategy research becomes necessary. So this paper it is in this backdrop, firstly introduces the catering industry over the years to what happens in transformation and lifestyle changes. Through the proposed catering market changes and fierce competition under the influence of true kongfu catering industry, this paper discusses the competitive market environment, they in daily publicity activities through some marketing strategy to how to attract a customer, marketing effects, make customer satisfied, such as their marketing gimmick and service applications. This paper also through SWOT analysis of true kongfu catering industry, and analyzes its in fierce competition in the market advantages, weaknesses, opportunities and threats and the existing problems are analyzed. Finally, based on this, advances the true kongfu catering industry marketing perfect strategy. 一、 本文选题背景与意义 （一）本文选题背景 在这几年来, 餐饮市场发生了很大改变。在广州, 餐饮业遍布任何一个角落,能够说现在是餐饮业市场一个战争时期。另外,在用户餐饮需求方面, 伴随社会经济逐步繁荣和大家收入和生活质素增加和提升, 大家消费观念已经由“在家就餐”转变为向“出外消费”观念转变,而且消费方法由单一餐饮消费转向为餐娱组合消费转变。大家对餐饮业需求已经大大提升,今非昔比了。快餐饮企业要得到用户满意,从而赢得用户忠诚度已经越来越难。而且快餐饮企业还存在很多问题和不足之处,而且还面临着挑战和部分外商竞争者,对中国餐饮业造成很大冲击,怎样提升竞争力、 求得长远发展,是中国快餐饮业所面对关键问题。 （二）本文选题意义 餐饮业面临着大家消费观念改变,