“海底捞”品牌的发展及问题.docVIP

摘要 本课题围绕把海底捞餐饮股份有限公司创建为一个国际著名餐饮管理品牌为主题展开研究，在研究架构上，主要以海底捞品牌的过去、现在和未来的时间发展顺序来架构。本文分四大部分：在对于品牌相关的基本理论阐述的基础上，回复总结海底捞品牌形成的历史过程及其品牌丰富内涵，揭示现阶段实施海底捞火锅餐饮品牌战略所面临的一些待解决的问题，进而思考提出如何把海底捞火锅餐饮品牌构建为餐饮管理的时间著名品牌的战略对策措施。 通过对国内市场环境的分析、海底捞目标的市场分析、海底捞火锅服务分析和营销策略分析总结出海底捞的成功经验与不足之处。查阅相关品牌及其相关问题的一些书籍、刊物和网上文章，了解事实，掌握理论，以便理论联系实际。 为什么中国有那么多的火锅店、网红店没有让人记住，一个海底捞就能产生如此大的效果呢，正是因为海底捞以“服务至上，顾客至上”为宗旨，创造了中国四川火锅的神话，让海底捞不仅成为一种消费，还成为一种享受。在这种管理思路上，海底捞火锅创造的独特管理模式，值得火锅餐饮的其他人士借鉴。 关键词：海底捞品牌 服务 顾客 品牌战略 ABSTRACT This subject focuses on the establishment of Haidilao catering co., ltd. as an internationally renowned restaurant management brand. In terms of the research structure, it is mainly based on the past, present and future chronological development sequence of Haidilao brand.This paper points four most: the associated with the brand, on the basis of basic theory in this paper, the response to summarize historical process of the formation of the Haidilao brand and its rich brand connotation, reveals the present Haidilao hotpot restaurant brand strategy is facing some problems to be solved, then thinking put forward how to put the haidilao hotpot restaurant brand building for catering management time famous brand strategic countermeasures. Through the analysis of domestic market environment, market analysis of Haidilao target, service analysis of Haidilao hotpot and marketing strategy analysis, the successful experience and shortcomings of Haidilao are summarized. Check some books, publications and online articles on related brands and related issues to understand the facts and grasp theories so that the theories can relate to the reality. Why do so many hotpot shops and web celebrity stores in China fail to be remembered, and a Haidilao can produce such a great effect? It is precisely because Haidilao aims at service first, customer first that it creates the myth of sichuan hotpot in China, making Haidilao not only a kind of consumption, but also a kind of enjoyment.In this management thinking, Hai