發(fā)布時間：2018-06-10 15:03

  本文選題：餐飲營銷 + 營銷策略�。� 參考：《吉林大學(xué)》2017年碩士論文

【摘要】：隨著餐飲酒店市場中的競爭壓力不斷擴大,我國的餐飲酒店企業(yè)更是捉襟見肘,面臨著前所未有的危機,一方面,我國餐飲業(yè)隨著互聯(lián)網(wǎng)外賣等企業(yè)的不斷興起,餐飲酒店業(yè)的消費逐漸進入薄利時代,在酒店成本不斷上升的前提下,酒店的菜品的價格卻由于激烈的競爭變得越來越低;并且我國針對反腐倡廉方面出臺了很多政策和規(guī)定,很多針對政府機關(guān)單位消費報銷方面的政策也越來越多,這在一定程度上長白山賓館吉菜食府受到了一定的影響,為了解決長白山賓館吉菜食府在當(dāng)前市場環(huán)境下如何更好地開展?fàn)I銷活動,筆者展開相關(guān)的研究。長白山賓館吉菜食府一直屬于中高端消費的餐廳,在大背景下,長白山賓館吉菜食府不得不向大眾消費方面進行轉(zhuǎn)型,本文在研究和分析中發(fā)現(xiàn)長白山賓館吉菜食府存在營銷手段單一、服務(wù)人員水平參差不齊、服務(wù)理念的理解不足、對網(wǎng)絡(luò)營銷極不重視以及服務(wù)有形展示方面存在不足等多方面問題。在研究中筆者先是對長白山賓館吉菜食府進行了宏觀和微觀環(huán)境分析,通過對長白山賓館吉菜食府所處的經(jīng)濟環(huán)境、社會文化環(huán)境、技術(shù)環(huán)境分析、競爭對手、潛在競爭者、消費者的需求和供應(yīng)商的議價能力等多方面的分析尋找出長白山賓館吉菜食府存在的優(yōu)勢、劣勢、機遇和威脅,并進行了SWOT矩陣分析,最終確定了長白山吉菜食府應(yīng)采取的營銷戰(zhàn)略,筆者研究認為長白山賓館吉菜食府應(yīng)該主要以SO戰(zhàn)略為主,并付諸于ST、WO、WT戰(zhàn)略。SO戰(zhàn)略以長白山賓館吉菜食府面臨的威脅和機會為分析起點的外部導(dǎo)向戰(zhàn)略規(guī)劃過程和以內(nèi)部資源和能力為起點的內(nèi)部導(dǎo)向戰(zhàn)略規(guī)劃過程,在企業(yè)外部環(huán)境穩(wěn)定時期,對企業(yè)的戰(zhàn)略制定有一定的指導(dǎo)作用。本文有針對性地提出相關(guān)解決對策:(1)長白山賓館吉菜食府需要打破曾經(jīng)的市場定位,摒棄傳統(tǒng)的營銷模式,發(fā)展多元化的營銷渠道。(2)隨著長春市內(nèi)大量的企業(yè)和項目的紛紛崛起,長白山賓館吉菜食府面臨著很大的機遇,由于長白山賓館吉菜食府的自身條件優(yōu)越,因此長白山賓館吉菜食府未來的將會面臨很大的發(fā)展空間。(3)長白山賓館吉菜食府必須先對市場進行定位,確立目標人群為大眾散客,逐步向大眾消費進行轉(zhuǎn)型(4)長白山賓館吉菜食府可以綜合產(chǎn)品、價格、渠道、促銷、服務(wù)人員、服務(wù)過程以及服務(wù)有形展示燈多方面的營銷策略,共同使長白山賓館吉菜食府的營銷工作得以順利開展,保證其未來能夠得到良好的發(fā)展。
[Abstract]:With the increasing competitive pressure in the catering and hotel market, the catering and hotel enterprises in our country are facing an unprecedented crisis. On the one hand, the catering industry in our country is rising with the rising of Internet take-out enterprises. The consumption of the restaurant and hotel industry has gradually entered the era of slight profit. Under the premise of rising hotel costs, the price of hotel dishes has become lower and lower because of the fierce competition. Moreover, our country has issued many policies and regulations on combating corruption and advocating integrity. Many policies on reimbursement for consumption by government agencies are also becoming more and more common. To a certain extent, the Changbai Mountain Guesthouse has been affected to a certain extent. In order to solve the problem of how to carry out marketing activities better in the current market environment, the author carried out relevant research. The Changbai Mountain Hotel has always been a restaurant with medium and high-end consumption. Under the background, the Changbai Mountain Guesthouse has to make a transition to mass consumption. In the research and analysis of Changbai Mountain Hotel, it is found that there is a single marketing method, uneven service staff level and insufficient understanding of service concept in Changbai Mountain Hotel. There are many problems in network marketing, such as lack of service tangible display and so on. In the research, the author first carries on the macroscopic and the microscopic environment analysis to the Changbai Mountain Hotel Jicai Food House, through the Changbai Mountain Hotel Jicai Food House located in the economic environment, the social culture environment, the technical environment analysis, the competition, the potential competitor, Based on the analysis of consumers' demand and suppliers' bargaining power, we find out the advantages, disadvantages, opportunities and threats of Changbai Mountain Hotel, and carry out SWOT matrix analysis. Finally, the author determined the marketing strategy that should be adopted by Changbai Mountain Jicai Food Office. The author considered that the Changbai Mountain Hotel Jicai Food Office should mainly focus on so strategy. And put it into the strategy of STGW WO WT. So strategy. The external orientation strategic planning process with the threat and opportunity of Changbai Mountain Hotel as the starting point of analysis and the internal guiding strategic planning process with internal resources and capabilities as the starting point. In the stable period of external environment, it has a certain guiding role to the strategy formulation of enterprises. This paper puts forward the relevant countermeasures: 1) the Changbai Mountain Hotel needs to break the market position and abandon the traditional marketing model. With the rise of a large number of enterprises and projects in Changchun, the Changbai Mountain Hotel is facing great opportunities because of its superior conditions. Therefore, in the future, the Changbai Mountain Guesthouse will face a great space for development.) the Changbai Mountain Hotel Jicai Restaurant must first position the market and establish the target crowd as a popular individual. The Changbai Mountain Hotel can integrate products, prices, channels, sales promotion, service personnel, service process and service tangible display lights with a wide range of marketing strategies. Together make Changbai Mountain Hotel Jicai restaurant marketing work can be carried out smoothly to ensure that its future can be a good development.
【學(xué)位授予單位】：吉林大學(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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