本文選題：中式快餐連鎖企業(yè) + 客戶維系　； 參考：《廣西大學(xué)》2007年碩士論文

【摘要】： 近年來，隨著中國餐飲業(yè)、特別是快餐業(yè)的發(fā)展，處在第二集團(tuán)的中式快餐已經(jīng)在發(fā)力，在中國涌現(xiàn)了一大批多業(yè)態(tài)的餐館、快餐連鎖企業(yè)，中國快餐連鎖企業(yè)持續(xù)快速發(fā)展。但是，中餐連鎖經(jīng)營的另一狀況是，無論從銷售業(yè)績還是管理方式，它們與西式餐飲連鎖店相比還存在較大差距。尤其在進(jìn)入21世紀(jì)后，我國中式快餐連鎖企業(yè)遇到了前所未有的機(jī)遇和挑戰(zhàn)，客戶流失問題己經(jīng)成為制約其發(fā)展和效益提高的重要因素之一�？觳褪袌龅臓帄Z歸根到底是各快餐企業(yè)對客戶的爭奪，對客戶的爭奪分為爭取新客戶和挽留老客戶，后者即客戶維系。 為有效解決這一問題，本文以客戶維系的相關(guān)理論為出發(fā)點(diǎn)，論述了我國中式快餐連鎖企業(yè)發(fā)展的狀況及其主要癥結(jié)。通過對中式快餐連鎖企業(yè)客戶維系的現(xiàn)狀進(jìn)行分析，提出中式快餐連鎖企業(yè)客戶維系存在的問題。接著從客戶滿意的角度出發(fā)，采用問卷調(diào)查的形式，以天津市的幾個中式快餐連鎖企業(yè)和麥當(dāng)勞、肯德基等西式快餐做對比，探討了中式快餐連鎖企業(yè)客戶流失的原因，并提出如何在中式快餐連鎖企業(yè)中達(dá)到客戶滿意、保持客戶忠誠度的整體思路和具體策略，從而達(dá)到餐飲企業(yè)維系客戶的目的。期望通過本文的研究可以提高我國餐飲企業(yè)客戶關(guān)系管理水平，為中式快餐連鎖企業(yè)提供客戶維系的新思路和新方法。
[Abstract]:In recent years, with the development of Chinese catering industry, especially the fast food industry, the Chinese fast food in the second group has been developing, and a large number of restaurants, fast food chain enterprises and Chinese fast food chain enterprises have been emerging in China. However, another aspect of Chinese food chain operation is that there is still a big gap between Chinese food chain and western restaurant chain in terms of sales performance and management style. Especially after entering the 21st century, Chinese fast food chain enterprises in China have encountered unprecedented opportunities and challenges. The problem of customer turnover has become one of the important factors restricting their development and efficiency improvement. In the final analysis, the competition for fast food market is the competition for customers by various fast food enterprises. The competition for customers is divided into winning new customers and retaining old customers, the latter is customer maintenance. In order to solve this problem effectively, this paper discusses the development of Chinese fast food chain enterprises and its main sticking points based on the theory of customer maintenance. By analyzing the current situation of customer maintenance in Chinese fast food chain enterprises, the problems of customer maintenance in Chinese fast food chain enterprises are put forward. Then, from the angle of customer satisfaction, using the form of questionnaire, this paper compares several Chinese fast food chain enterprises in Tianjin with McDonald's, KFC and other western fast food, and probes into the reasons of customer turnover in Chinese fast food chain enterprises. It also puts forward the overall idea and specific strategy of how to achieve customer satisfaction and maintain customer loyalty in Chinese fast food chain enterprises, so as to achieve the purpose of maintaining customers in catering enterprises. It is expected that the research in this paper can improve the level of customer relationship management in Chinese catering enterprises and provide a new way of customer maintenance for Chinese fast food chain enterprises.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2007
【分類號】：F719.3

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 李改桃;草原牧歌餐飲連鎖股份有限公司發(fā)展戰(zhàn)略研究[D];蘭州大學(xué);2011年

，

本文編號：1894821