【作者】 张焱；

【导师】 马向阳；

【作者基本信息】 天津大学 ， 工商管理， 2019， 硕士

【摘要】 当前我国经济持续增长,国民消费水平也随之提高,餐饮业竞争随着餐饮种类的不断增加愈演愈烈。良性的竞争促进产业的发展和升级,消费者对餐饮的要求标准也越来越高,除去菜品种类口感等传统需求,对餐厅环境、人员服务以及就餐体验等也有具体的要求。互联网在我国的普及和应用使得消费者和餐饮企业能够及时快捷的沟通,各类点评APP的介入为消费者和餐饮企业搭建了良好的沟通平台,同时也为餐饮企业提供了新的营销模式和渠道。互联网运营模式提高了企业的运营效率,借助互联网平台进行推广和促销让消费者方便快捷的获取企业的推广信息,结合手机APP平台推出线上浏览菜单、线上点菜、提前预约座位、线上结账、评价等功能,既方便消费者随时浏览菜品信息和下单,也方便企业收集消费者对菜品以及餐厅各方面评价数据,更直观的与消费者沟通,以便对餐厅的产品和服务进行改进和提升。本文在查阅营销相关理论文献基础上,运用PEST法对S餐厅进行环境分析,从政治经济环境技术四个方面分析其所处外部环境,总结现阶段我国餐饮行业大环境和现状特点。然后运用SWOT法和五力模型找出S餐饮企业的优势、劣势、机遇和发展,并阐明S餐饮企业面临的竞争者和其自身存在的问题,结合STP法对其进行目标市场分析和定位。接着对S餐饮企业进行营销策略优化,针对其市场定位模糊、定价策略不规范、推广渠道过少、外卖份额低等问题,提出了其营销策略优化结论,包括按消费者需求调整菜品、合理定价完善折扣策略、扩展推广渠道、建立大数据信息客户管理系统等。同时,为了更好的实现S餐厅互联网与线下体验相结合的营销模式,还提出应规范餐厅人员服务过程,提升服务体验,提高有形展示水准,争取让消费者的线下就餐体验远超心理预期,有利于S餐饮企业良好的经营和进一步发展。最后建立策略实施保障体系,确保营销策略能够顺利有效地实施运行。更多还原

【Abstract】 The national consumption level has been rising along with the continuous growth of China’s economy.The competition within the catering industry is becoming increasingly fiercer as the categories of food and beverage keep growing.Benign competition pushes the development and upgrade of an industry,and consumers are having higher standards and demands for the industry.There are specific demands in terms of restaurant environment,services and dining experience in addition to conventional demands such as the categories and tastes of food.The popularization and use of internet in China allowed consumers and caterers to have timely and convenient communications,and all sorts of commenting apps provide good platforms that bridge consumers with caterers,as well as new marketing approaches and pipelines for vendors.Internet-based operation lifts the efficiency of businesses,and consumers may get info from vendors with the online advertisement and promotion.They may review the menu and place orders conveniently by checking out menus,ordering,reserving seats and food and commenting on restaurants with mobile apps,and vendors may collect data such as how consumers reviewed the food and restaurants,so that they can have more direct communications and improve their products and services.PEST is adopted in this thesis for the environment analysis of Restaurant S based on the review of relevant marketing literatures.A conclusion of the general environment and status features of China’s catering business is provided with the analysis of politics,economy,environment and technologies.Then,SWOT and the Five-Force model are employed to find out the strengths,weaknesses,opportunities and development,and its competitors and its own issues of S are elaborated.With the adoption of STP,its target market analysis and positioning are conducted.Afterwards,an optimization of S’ marketing strategies is done in allusion to its vague market positioning,non-standard pricing strategy,insufficient advertising pipelines,and low portion of take-out deliveries,with the conclusion of its marketing strategies which has been proposed,including adapting food varieties to fit the needs of consumers,perfecting the pricing and discount strategies,expanding advertising pipelines,building a big-data-based clientele management system etc.Meanwhile,service flow of restaurant staff is standardized to improve the experience and tangible demonstration in order to better combine online and offline experiences of S,trying to create offline experiences that transcend beyond consumers’ expectations,which would be conducive for the operation and further development of S.At last,a system that guarantees the implementation of strategies should be built to ensure that all marketing strategies can be successfully and effectively implemented.更多还原