餐饮企业营销策略研究

【作者】 王瑞峰；

【导师】 李金玲；

【作者基本信息】 内蒙古大学 ， 工商管理， 2011， 硕士

【摘要】 最近几年以来,中国餐饮企业在国民经济领域的重要性逐渐引起人们的关注,因此,与餐饮企业相关联的市场营销策略成了企业管理研究的焦点。中国饮食文化与国家的发展与历史变迁、民族习俗的传承有着千丝万缕的联系,消费者很容易对饮食消费中的中国文化元素产生共鸣。因此,企业应该努力寻找产品、服务、品牌与中国文化的衔接点,增加品牌的附加价值,在企业营销活动中借鉴各类文化因素,有效地丰富餐饮品牌的内涵。餐饮文化是一个国家和民族在长期历史发展过程中逐渐形成和传承的一种饮食习惯和文化传统。我国的餐饮文化源远流长,反映了人们饮食活动过程中关于饮食品质、审美体验、情感活动、社会功能等诸多方面的独特文化意蕴。餐饮业是典型的服务行业,具有实物产品和服务产品相结合,生产与消费同时发生等特征。因此,餐饮行业所蕴含的文化传统以及其自身的特点决定了餐饮企业必须重视品牌文化和企业文化的塑造,并通过有效的文化营销提升企业竞争力。在现代市场经济活动中,营销已经成为迎合消费者深层诉求,建立企业差异化优势,提高企业核心竞争力的有力手段。在具有深厚文化渊源的餐饮行业,合理选择营销策略,充分发挥文化因素对经营活动的促进作用,唤起消费者对本企业产品的需求,赢得消费者对企业的认同,使企业在激烈的市场竞争中处于不败之地。内蒙古小肥羊餐饮连锁公司经过10年的发展,已经稳居中国本土餐饮企业头把交椅。但是,与中国市场的外资餐饮巨头诸如美国百胜相比,无论小肥羊企业的管理水平、资金能力还是市场布局都与之望尘莫及。要想成为令人瞩目的中餐连锁品牌,任重而道远。本论文在研究查阅文献和访谈的基础上,通过对内蒙古小肥羊餐饮连锁有限公司的深入调查,对餐饮企业市场品牌营销策略和所面临问题进行了研究和分析。关注小肥羊的企业发展战略、资本运作模式、分店的管理、供应链管理。更多还原

【Abstract】 In recent years, the importance of catering enterprises in the national economy has gradually aroused the public attention. Therefore, marketing strategy associated with food and beverage enterprise became the focus of the enterprise management. Food culture is closely related to the development and historical change of the country as well as the ethnic customs inheritance, Chinese cultural element in food consumption resonate customers easily. Therefore, the enterprise should try to find the cohesion point of products, service, and the brand with Chinese culture, increase the added value of brand, and effectively enrich the connotation of the catering brand by considering the cultural factors in the marketing activities. Food culture is a habit and also a culture which formed gradually from the development of a state and an ethnic group. China has a long food history, and it reflect the connotation of lots of aspect including food quality, aesthetic experience, emotion activity, and social function. The catering industry is typical of service industry which combines tangible product and intangible service.The unique cultural tradition and feature determine that cantering industry must focus on brand building and enterprise culture. Catering industry also need to improve competence by effective culture promotion. In modern market-economics, marketing has already become a powerful tool which caters consumer’s demands, set up the enterprise differentiation advantage and improves enterprise’s core competence. With deep cultural origin in the catering industry, reasonable choice of marketing strategies and active effect of cultural factor have a positive effect on operating activities. It also help to arouse the consumer’s demands of enterprise’s product and win consumer’s brand loyalty, which make enterprise, keep its position in fierce market competition.After10years development. Inner Mongolia little sheep catering chain Co., LTD has been no.l local enterprise in Chinese catering market. However, compared with western carting enterprise like YUM, Inner Mongolia little sheep is still far behind on many aspects, such as management level of enterprises, capital market and ability and market layout (see chart3). There is still long way to go for Inner Mongolia little sheep to become the outstanding catering chain brand in China.Base on literature review and interview, this research analysis brand marketing strategy and problem which catering industry is facing through case study of the Inner Mongolia little sheep catering chain Co.? LTD. This research focus on Inner Mongolia little sheep’s enterprise development strategy, capital operation pattern, the enterprise management and supply chain management.更多还原