本文關(guān)鍵詞： 鐵路餐車 4P營(yíng)銷組合策略 STP目標(biāo)市場(chǎng)定位 內(nèi)部營(yíng)銷 客戶滿意度　出處：《鄭州大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：鐵路餐車經(jīng)營(yíng)行業(yè)是完全競(jìng)爭(zhēng)性市場(chǎng),在不能及時(shí)滿足乘客的差異化和高品質(zhì)的需求主張變化的情境下,就會(huì)造成供求上的結(jié)構(gòu)性失調(diào),導(dǎo)致經(jīng)營(yíng)低迷。面對(duì)面餐飲公司于2011年進(jìn)入鐵路餐車經(jīng)營(yíng)領(lǐng)域,在經(jīng)營(yíng)方面存在服務(wù)效率低、客戶滿意度低、盈利空間下降等問(wèn)題。為了適應(yīng)市場(chǎng)形勢(shì)的變化需要,面對(duì)面餐飲公司需要尋找自身經(jīng)營(yíng)中存在的不足,從挖掘客戶的有效需求出發(fā),制訂有效的經(jīng)營(yíng)策略來(lái)更好地服務(wù)客戶。本文將相關(guān)經(jīng)營(yíng)策略用于面對(duì)面餐飲公司的實(shí)踐應(yīng)用中,對(duì)于強(qiáng)化企業(yè)經(jīng)營(yíng)的服務(wù)意識(shí)和經(jīng)營(yíng)模式的轉(zhuǎn)型升級(jí)具有直接引導(dǎo)作用,同時(shí)有利于實(shí)現(xiàn)客戶滿意度最大化,實(shí)現(xiàn)企業(yè)經(jīng)營(yíng)效益的提升。本文整體上采用理論與實(shí)證相結(jié)合、定性與定量相結(jié)合的研究方法,以面對(duì)面餐飲公司鐵路餐車的經(jīng)營(yíng)為研究案例,從經(jīng)營(yíng)現(xiàn)狀出發(fā),分析問(wèn)題,并制定解決方案。通過(guò)研究,本文從三個(gè)方面進(jìn)行經(jīng)營(yíng)策略規(guī)劃。第一,面對(duì)面餐飲公司需要聚焦細(xì)分市場(chǎng),借助市場(chǎng)細(xì)分及定位來(lái)識(shí)別有效客戶群。通過(guò)服務(wù)模式的多樣化、差異化,服務(wù)資源的聚焦化,以此提升細(xì)分市場(chǎng)客戶的滿意度最大化。第二,面對(duì)面餐飲公司實(shí)施營(yíng)銷組合策略。在產(chǎn)品策略上,首先需要提高餐飲質(zhì)量,在服務(wù)品質(zhì)上滿足乘客的有效需求,其次延伸服務(wù)項(xiàng)目,在經(jīng)營(yíng)內(nèi)容上開辟鐵路餐車新市場(chǎng),同時(shí)需要科學(xué)設(shè)計(jì)鐵路餐車的用餐環(huán)境。在價(jià)格策略上,豐富餐飲層次的基礎(chǔ)上,針對(duì)不同的套餐制定不同的價(jià)格,實(shí)現(xiàn)價(jià)格的多樣化,在保障不降低產(chǎn)品品質(zhì)的情況下降低經(jīng)營(yíng)成本。在渠道策略上,開辟便捷通道,通過(guò)微信、APP等科技手段縮短客戶服務(wù)距離,加強(qiáng)自媒體宣傳。在促銷策略上,開展優(yōu)惠活動(dòng),通過(guò)促銷推廣手段調(diào)動(dòng)乘客消費(fèi)的積極性,加強(qiáng)公共關(guān)系建設(shè)。第三,面對(duì)面餐飲公司實(shí)施品牌經(jīng)營(yíng)策略,需要建立品牌認(rèn)知,通過(guò)品牌形象塑造提升企業(yè)核心競(jìng)爭(zhēng)能力。同時(shí),加強(qiáng)品牌聯(lián)合,借助強(qiáng)勢(shì)品牌提升自身的知名度和影響力。為了保障經(jīng)營(yíng)策略的實(shí)施效果,需要加強(qiáng)企業(yè)內(nèi)部的改革。第一,構(gòu)建完善的經(jīng)營(yíng)服務(wù)體系,設(shè)計(jì)科學(xué)的集成管理體系,實(shí)現(xiàn)面對(duì)面餐飲公司經(jīng)營(yíng)管理模式創(chuàng)新。第二,加強(qiáng)內(nèi)部培訓(xùn)的機(jī)制落實(shí),加強(qiáng)員工激勵(lì)的機(jī)制執(zhí)行,進(jìn)一步完善面對(duì)面餐飲公司培訓(xùn)激勵(lì)機(jī)制。隨著鐵路運(yùn)輸模式的改革,鐵路餐車的經(jīng)營(yíng)現(xiàn)狀越來(lái)越不適應(yīng)現(xiàn)實(shí)需要。受到長(zhǎng)期以來(lái)的體制限制,鐵路餐車的經(jīng)營(yíng)一直缺乏市場(chǎng)化的經(jīng)營(yíng)理念的滲透,之前也缺乏成熟的方案可供參考。本文將營(yíng)銷管理中的營(yíng)銷組合理論、目標(biāo)市場(chǎng)定位理論、服務(wù)營(yíng)銷理論等理論,用于解決面對(duì)面餐飲公司鐵路餐車經(jīng)營(yíng)效益不高的現(xiàn)實(shí)問(wèn)題,具有一定的創(chuàng)新性。本文研究對(duì)于今后的該領(lǐng)域探索具有一定的思路啟發(fā)意義,同時(shí)對(duì)鐵路餐車經(jīng)營(yíng)同行有一定的參照借鑒價(jià)值。
[Abstract]:The railway dining car management industry is a completely competitive market. If the passenger's differentiation and high quality demand change in time, it will lead to the structural imbalance between supply and demand. In 2011, face to face catering company entered the field of railway dining car business. In order to meet the needs of the changing market situation, face to face catering company has some problems, such as low service efficiency, low customer satisfaction, low profit space, etc. Face to face catering companies need to look for the shortcomings in their own business, in order to tap the effective needs of customers, In order to better serve customers, this paper applies the related management strategies to the practical application of face-to-face catering companies, which can directly lead to the enhancement of service awareness and the transformation and upgrading of business models. At the same time, it is beneficial to maximize customer satisfaction and enhance the enterprise operating efficiency. In this paper, the research method of combining theory with empirical, qualitative and quantitative analysis is adopted as a whole. Taking the management of face-to-face catering company's railway dining car as a case study, this paper analyzes the problems and formulates the solution from the current management situation. Through the research, this paper carries on the management strategy planning from three aspects. First, Face-to-face catering companies need to focus on market segments and identify effective customer groups by market segmentation and positioning. Second, face to face catering companies implement marketing mix strategy. In product strategy, first of all, we need to improve the quality of food and beverage, in order to meet the effective needs of passengers in terms of service quality. Secondly, extending the service items, opening up a new market for railway dining cars in the business content, at the same time, we need to scientifically design the dining environment for railway diners. On the basis of price strategy and rich catering levels, we should make different prices for different sets of meals. To achieve price diversification, reduce operating costs without reducing product quality. In channel strategy, open up convenient channels, shorten customer service distance through technology means such as WeChat app, etc. Strengthen self-media publicity. In terms of promotion strategies, we should carry out preferential activities, mobilize the enthusiasm of passengers' consumption through promotional means, and strengthen the construction of public relations. Third, face-to-face catering companies should implement brand management strategies. It is necessary to establish brand awareness and enhance the core competitive ability of enterprises through brand image. At the same time, we should strengthen brand association and enhance our own popularity and influence with the help of strong brand. In order to ensure the implementation effect of management strategy, It is necessary to strengthen the internal reform of enterprises. First, we should construct a perfect management and service system, design a scientific integrated management system, and realize the innovation of the management mode of face-to-face catering companies. Second, we should strengthen the implementation of internal training mechanisms. With the reform of railway transportation mode, the present management situation of railway dining car is becoming more and more unsuitable for the practical needs, and it is restricted by the system for a long time, because of the strengthening of the staff incentive mechanism and the further improvement of the training incentive mechanism of face-to-face catering company. The management of the railway dining car has been lack of the penetration of the market-oriented management idea, and also lacks the mature plan for reference before. This paper introduces the marketing combination theory, the target market orientation theory, the service marketing theory and so on in the marketing management, and so on the marketing management theory, the target market orientation theory, the service marketing theory, etc. It has certain innovation to solve the practical problem of face to face catering company's railway dining car operation efficiency. The research in this paper has some enlightening significance for the future exploration in this field. At the same time, there is a certain reference value for railway dining car operators.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F719.3;F532.6

【相似文獻(xiàn)】

相關(guān)重要報(bào)紙文章 前10條

1 本報(bào)記者 周琳;餐飲公司扎堆轉(zhuǎn)型謀變[N];經(jīng)濟(jì)日?qǐng)?bào);2014年

2 王云超;無(wú)照經(jīng)營(yíng) 仍需承擔(dān)法律責(zé)任[N];江蘇法制報(bào);2009年

3 本報(bào)通訊員 李克非;餐飲公司：精心打造“世界廚房”[N];中國(guó)民航報(bào);2010年

4 記者朱勇剛;白銀京躍華餐飲公司項(xiàng)目投入運(yùn)營(yíng)[N];白銀日?qǐng)?bào);2009年

5 大任;月餅盒包裝被判侵權(quán)被告賠償7000元[N];中國(guó)新聞出版報(bào);2007年

6 李義;抓營(yíng)養(yǎng)，從管好學(xué)生的胃做起[N];中國(guó)教育報(bào);2008年

7 黃懿清;廣告不能違背社會(huì)良好風(fēng)尚[N];人民法院報(bào);2007年

8 晚報(bào)記者 李瑞娟;讓孩子愛吃“營(yíng)養(yǎng)午餐”[N];銀川晚報(bào);2010年

9 胡喜 盈唐偉;“永和大王”商標(biāo)再起波瀾[N];經(jīng)理日?qǐng)?bào);2004年

10 王鑫　本報(bào)記者　高云君;照片“移花接木”惹糾紛[N];四川日?qǐng)?bào);2007年

相關(guān)碩士學(xué)位論文 前10條

1 于長(zhǎng)偉;面對(duì)面餐飲公司鐵路餐車經(jīng)營(yíng)策略研究[D];鄭州大學(xué);2017年

2 胥鵬;SW餐飲公司成本控制研究[D];四川師范大學(xué);2015年

3 史允;安天民餐飲公司績(jī)效考核體系研究[D];大連理工大學(xué);2015年

4 賈馮;C餐飲公司發(fā)展戰(zhàn)略研究[D];南京理工大學(xué);2016年

5 韓立業(yè);D餐飲公司發(fā)展戰(zhàn)略研究[D];鄭州大學(xué);2015年

6 趙猛;X餐飲公司營(yíng)銷策略優(yōu)化研究[D];鄭州大學(xué);2015年

7 王琪;哈爾濱W餐飲公司員工培訓(xùn)問(wèn)題研究[D];黑龍江大學(xué);2016年

8 沈若川;八閩印象餐飲公司創(chuàng)業(yè)計(jì)劃書[D];大連理工大學(xué);2015年

9 滕建華;A餐飲公司員工培訓(xùn)體系優(yōu)化研究[D];南京農(nóng)業(yè)大學(xué);2015年

10 呂爽;九社綠色餐飲公司項(xiàng)目質(zhì)量管理研究[D];吉林大學(xué);2017年

，

本文編號(hào)：1538718