本文選題：慶豐包子鋪　切入點(diǎn)：老字號(hào)　出處：《吉林大學(xué)》2017年碩士論文

【摘要】：人們消費(fèi)觀念的改變,使得外出就餐更加趨于理性化和經(jīng)�；�,并且對(duì)消費(fèi)質(zhì)量的要求越來越高,更加追求質(zhì)量、品牌、特色、品位、衛(wèi)生、營養(yǎng)、快捷。本課題在市場(chǎng)營銷管理理論的支持下,通過參考比較同行業(yè)的優(yōu)秀營銷案例,提出了針對(duì)慶豐包子鋪的營銷管理策略。通過研究,如果采取這樣的營銷管理策略之后,能夠促進(jìn)企業(yè)樹立正確的市場(chǎng)營銷意識(shí),強(qiáng)化市場(chǎng)營銷管理能力,提高企業(yè)營銷方面的創(chuàng)新能力,確保慶豐包子鋪能夠健康、快速、持續(xù)地發(fā)展;同時(shí),對(duì)其他餐飲行業(yè)的企業(yè)在營銷管理方面也能起到一定的參考價(jià)值,這些都具有十分重要的現(xiàn)實(shí)意義。本文首先分析了慶豐包子鋪的營銷現(xiàn)狀和營銷中存在的問題及其原因。存在的主要問題有:新產(chǎn)品推出速度慢,消費(fèi)者選擇有限;營銷活動(dòng)較少,導(dǎo)致企業(yè)知名度下降;管理效率較低,導(dǎo)致客戶體驗(yàn)差。導(dǎo)致問題出現(xiàn)的原因主要有兩個(gè):一是產(chǎn)品跟服務(wù)的創(chuàng)新沒有在根本上得到上層領(lǐng)導(dǎo)的重視;二是人才培養(yǎng)體系不健全。其次,對(duì)宏觀環(huán)境和微觀環(huán)境進(jìn)行了分析,并運(yùn)用SWOT分析法分析了慶豐包子鋪的優(yōu)劣勢(shì)、機(jī)遇和威脅,以便更好的認(rèn)識(shí)并制定其營銷策略。最后,運(yùn)用STP戰(zhàn)略分析,分析了慶豐包子鋪的市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)及市場(chǎng)定位并根據(jù)分析的結(jié)果制定了營銷組合策略及實(shí)施保障。經(jīng)過分析研究,制定了慶豐包子鋪的營銷組合策略:產(chǎn)品策略、價(jià)格策略、營銷渠道策略、促銷策略。產(chǎn)品策略包括產(chǎn)品跟服務(wù)兩個(gè)部分:產(chǎn)品方面:(1)加快開發(fā)新產(chǎn)品,(2)改進(jìn)包子外觀,(3)提升質(zhì)量,(4)推出更多減鹽產(chǎn)品。服務(wù)方面:(1)改善環(huán)境,(2)熱情服務(wù),(3)增加支付方式,(4)提供便利設(shè)施。價(jià)格策略包括:(1)尾數(shù)定價(jià)策略,(2)撇脂定價(jià)法,(3)差別定價(jià)策略。營銷渠道策略包括:(1)企業(yè)網(wǎng)站、店鋪營銷,(2)社交平臺(tái)營銷,(3)團(tuán)購、外賣網(wǎng)站營銷,(4)口碑營銷。促銷策略包括:文化營銷和事件營銷。本文也為保證營銷組合策略的順利實(shí)施,制定了實(shí)施保障:企業(yè)文化保障和人力資源保障。企業(yè)文化保障有:充分認(rèn)識(shí)企業(yè)文化對(duì)企業(yè)發(fā)展的重要性;建立規(guī)范的企業(yè)管理制度;企業(yè)文化建設(shè)要和每個(gè)員工的工作目標(biāo)緊密結(jié)合;借鑒優(yōu)秀的企業(yè)文化。人力資源保障有:建立完善的人才培養(yǎng)體系;完善績效考核機(jī)制;人力資源管理和企業(yè)文化建設(shè)相結(jié)合。
[Abstract]:The change of people's consumption concept makes eating out more rational and regular, and the demand for consumption quality is higher and higher, the pursuit of quality, brand, characteristics, taste, hygiene, nutrition, This topic is supported by the marketing management theory, by referring to and comparing the excellent marketing cases of the same industry, the paper puts forward the marketing management strategy for Qingfeng Baotsui Shop. After the research, if such marketing management strategy is adopted, Can promote the enterprise to establish the correct marketing consciousness, strengthen the marketing management ability, improve the enterprise marketing innovation ability, ensure Qingfeng Baozi Shop can develop healthily, quickly and continuously; at the same time, For other catering industry enterprises in marketing management can also play a certain reference value, These are of great practical significance. Firstly, this paper analyzes the present marketing situation, the problems and the reasons in the marketing of Qingfeng Baozi Shop. The main problems are as follows: the speed of new products is slow and the choice of consumers is limited; Less marketing activities lead to the decline of enterprise popularity, low management efficiency, poor customer experience. There are two main reasons leading to the problem: first, the innovation of products and services has not been fundamentally attached importance by the top leadership; Second, the talent training system is not perfect. Secondly, the macro-environment and micro-environment are analyzed, and the advantages and disadvantages, opportunities and threats of Qingfeng Baotsui are analyzed by using SWOT analysis, in order to better understand and formulate its marketing strategy. Based on the analysis of STP strategy, the market segmentation, target market and market positioning of Qingfeng Baotsui Shop are analyzed. According to the results of the analysis, the marketing combination strategy and implementation guarantee are formulated. The marketing combination strategy of Qingfeng Baotsui Shop: product strategy, price strategy, marketing channel strategy, Promotion strategy. Product strategy includes two parts: product aspect: 1) speeding up the development of new product 2) improving the appearance of steamed buns / 3) improving the quality of products / / 4) introducing more salt-reducing products. Price strategies include: 1) Mantissa pricing strategy 2) skimming pricing method / 3) differential pricing strategy. Marketing channel strategies include: 1% 1) Enterprise website. The marketing strategy includes: cultural marketing and event marketing. In order to ensure the smooth implementation of the marketing mix strategy, this article also aims to ensure the smooth implementation of the marketing mix strategy. The implementation guarantee includes: enterprise culture guarantee and human resource guarantee. The enterprise culture guarantee includes: fully understand the importance of enterprise culture to the enterprise development, establish the standard enterprise management system; The construction of enterprise culture should be closely combined with the work goal of each employee, and the excellent enterprise culture should be used for reference. The human resources guarantee includes: establishing a perfect personnel training system; perfecting the performance appraisal mechanism; The human resources management and the enterprise culture construction unifies.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F719.3

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本文編號(hào)：1674367