發(fā)布時間：2018-08-30 19:57

【摘要】： 中天公司作為上海市火鍋市場的一支新秀,在競爭激烈的上海餐飲市場,如何實現(xiàn)自身的快速成長和可持續(xù)發(fā)展,是面臨的重大而迫切的現(xiàn)實問題。 通過對上海市場餐飲市場,特別是火鍋行業(yè)競爭情況的分析,結(jié)合競爭戰(zhàn)略理論,本文認(rèn)為,綜觀整個上�；疱伿袌�,當(dāng)今餐飲市場的競爭,歸根到底是品牌之爭,誰的品牌受消費者歡迎,誰就擁有市場。許多餐飲企業(yè)正是通過企業(yè)品牌的樹立去實現(xiàn)有形資產(chǎn)到無形資產(chǎn)到有形資產(chǎn)的資金積累和企業(yè)擴張。 而品牌競爭的關(guān)鍵就是差異化。在餐飲企業(yè)中,缺乏差異化使得火鍋業(yè)競爭異常激烈。結(jié)合中天公司的自身特點和主要競爭對手的情況,本文認(rèn)為中天公司的品牌定位是：通過差異化競爭,讓中天公司做成上海中檔火鍋餐飲的第一品牌。 在中天公司品牌定位明確以后,中天還需要通過具體的策略實施來制造和實現(xiàn)這些差異。根據(jù)市場營銷學(xué)中的4P理論、服務(wù)營銷理論,結(jié)合中天公司的自身特點,中天在差異化策略中主要采用的是“產(chǎn)品(物流)差異化、價格差異化、選址(渠道)差異化和服務(wù)差異化”策略。通過這一系列的差異化策略,可以使中天公司與競爭對手之間的差異越來越大,并最終實現(xiàn)中天公司既定的目標(biāo),在激烈的競爭中,贏得生存與發(fā)展。 本文的研究不僅能夠為中天公司提供一個戰(zhàn)略性的競爭思路和發(fā)展規(guī)劃,同時也能夠為同類企業(yè)如何參與市場競爭提供有益的借鑒。并能從理論上豐富和深化中國情境下的競爭戰(zhàn)略理論。
[Abstract]:As a new talent in Shanghai hot pot market, Zhongtian Company is faced with important and urgent practical problems how to realize its rapid growth and sustainable development in the competitive Shanghai catering market. Based on the analysis of the competition in Shanghai market, especially the hot pot industry, and the theory of competition strategy, this paper holds that the competition of the catering market in Shanghai is, in the final analysis, brand competition. Whoever has a brand that is popular with consumers will have a market. Many catering enterprises realize the accumulation of funds from tangible assets to intangible assets and the expansion of enterprises through the establishment of enterprise brand. The key to brand competition is differentiation. In catering enterprises, the lack of differentiation makes the hot pot industry extremely fierce competition. Combined with the characteristics of Zhongtian Company and the situation of its main competitors, this paper points out that the brand orientation of Zhongtian Company is to make Zhongtian Company into the first brand of Shanghai mid-range hot pot catering through differentiated competition. After the brand positioning of Zhongtian is clear, Zhongtian needs to make and realize these differences through specific strategies. According to the 4P theory in marketing, the service marketing theory and the characteristics of Zhongtian Company, Zhongtian mainly adopts "product (logistics) differentiation and price differentiation" in the differentiation strategy. Location (channel) differentiation and service differentiation "strategy." Through this series of differentiation strategies, we can make the difference between Zhongtian Company and competitors more and more big, and finally achieve the established goal of Zhongtian Company, and win survival and development in the fierce competition. The research in this paper can not only provide a strategic competitive thinking and development plan for Zhongtian Company, but also provide a useful reference for similar enterprises to participate in market competition. And can enrich and deepen the competitive strategy theory in Chinese context theoretically.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：F719.3

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本文編號：2214126