發(fā)布時間：2018-03-19 02:28

  本文選題：餐飲　切入點：仔皇煲　出處：《對外經(jīng)濟貿(mào)易大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著人民大眾的生活水平逐年提高,可支配資金穩(wěn)步增長,帶動了消費類產(chǎn)品市場的繁榮。餐飲市場表現(xiàn)相當(dāng)活躍,近十幾年來,國際連鎖快餐如麥當(dāng)勞、肯德基等均在國內(nèi)開花結(jié)果,于此同時,國內(nèi)也出現(xiàn)了不少家知名連鎖快餐如永和豆?jié){、和合谷等�！白谢熟摇惫咀鳛楹笃鹬�,自2012年成立起至今,已經(jīng)擁有十幾家門店,獲得了不少顧客的青睞。本文通過分析“仔皇煲”的特點,明確了公司的市場定位,進一步根據(jù)市場的細分確定了“仔皇煲”對于其目標(biāo)細分市場的選定,最后通過研究“仔皇煲”的營銷策略,分別在產(chǎn)品層面、價格層面、渠道層面和促銷層面做了較深入的研究,結(jié)合餐飲業(yè)的特點,還提出了第五點服務(wù)層面,彰顯出公司在特定行業(yè)中與眾不同的營銷方式。另外,“仔皇煲”借鑒現(xiàn)如今非�；鸨幕ヂ�(lián)網(wǎng)思維,建立了一些新思路新想法。在以上所有研究成果的基礎(chǔ)上,本文還進一步提出了一些營銷策略的建議和保障方案。
[Abstract]:With the improvement of living standards and the steady growth of disposable funds, the consumer product market is booming. The food and beverage market is very active. In recent years, international fast food chains such as McDonald's, KFC and others have all blossomed in China. At the same time, many well-known fast food chains such as Yonghe Soybean Milk and Hegu have also appeared in the country. As a rising star, KFC has had more than a dozen stores since its establishment in 2012. By analyzing the characteristics of "Zaihuang pot", this paper clarifies the market position of the company, and further determines the choice of the target market segment of "Zaihuang pot" according to the market segmentation. Finally, through the study of the marketing strategy of "Zaihuang pot", the author makes a deeper study on the product level, the price level, the channel level and the promotion level, combining the characteristics of the catering industry, and puts forward the fifth level of service. Highlights the company's unique marketing methods in a particular industry. In addition, the "Xiao Huang Bao" draws on today's very popular Internet thinking, building on some new ideas and new ideas. On the basis of all the above research results, This article also further puts forward some marketing strategy suggestion and the safeguard plan.
【學(xué)位授予單位】：對外經(jīng)濟貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F719.3;F274

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