真功夫中式快餐營(yíng)銷策略研究

20000字

摘要
隨著我國(guó)社會(huì)經(jīng)濟(jì)全面發(fā)展，快餐業(yè)發(fā)展的社會(huì)環(huán)境與自身狀況更加成熟。定位之父特勞特預(yù)言：從長(zhǎng)遠(yuǎn)來(lái)看，中式快餐品牌的漢方本草理論和營(yíng)養(yǎng)健康的屬性，能開(kāi)拓全球市場(chǎng)。正像這個(gè)預(yù)言一樣，目前放眼中國(guó)餐飲行業(yè)，中國(guó)的餐飲品牌實(shí)現(xiàn)了跨越式的發(fā)展。然而，在當(dāng)今一體化趨勢(shì)下，中國(guó)快餐在與洋快餐的競(jìng)爭(zhēng)中也暴露出不少問(wèn)題。
本文著重研究無(wú)錫真功夫中式快餐店的營(yíng)銷策略。前期為了了解無(wú)錫真功夫快餐分店的實(shí)際情況，進(jìn)行實(shí)地考察。為了解顧客對(duì)無(wú)錫真功夫店的接受情況，分析顧客綜合滿意度與評(píng)價(jià)，進(jìn)行了一次問(wèn)卷調(diào)查。
本文在收集研讀大量文獻(xiàn)資料的基礎(chǔ)上，剖析了整個(gè)中式快餐業(yè)的發(fā)展現(xiàn)狀，分析了無(wú)錫真功夫的經(jīng)營(yíng)情況，運(yùn)用SWOT分析了在無(wú)錫中式快餐行業(yè)內(nèi)的競(jìng)爭(zhēng)要素以及其營(yíng)銷現(xiàn)狀存在的問(wèn)題，最后對(duì)無(wú)錫真功夫中式快餐店的營(yíng)銷策略提出相應(yīng)的改進(jìn)建議。

關(guān)鍵詞：中式快餐 營(yíng)銷策略 無(wú)錫真功夫


Research on Marketing Strategy of Wuxi Kung Fu Chinese Fast Food Restaurant
Abstract With the development of social economy in our country, the development of social environment and its own situation are more mature. The father of positioning Trout Prophesies: From a long-term point of view, Chinese fast food brand of Chinese material medical theory and nutritional health properties can open up the global market. As this prophecy, at present in Chinese catering industry, Chinese restaurant brands realize great leap forward development. However, in today's trend of integration, Chinese fast food and Western fast food competition also exposed many problems.
This paper focuses on the study of Wuxi Kung Fu style fast food shop marketing strategy. We carry in the spot investigation in order to know the actual situation about Wuxi Kung fu fast food store. In order to understand the customer acceptance of Wuxi Kung Fu shop, we analyzed the comprehensive satisfaction and eva luation of customer and conducted a questionnaire survey. Based on collecting and reading lots of literature and the development status of the Chinese fast food industry，we study current situation of the development of more specific of Wuxi Kung Fu fast food store. We also get analysis of the existing competitive elements and its marketing situation questions. Finally we puts forward some suggest -ions for the improvement of Wuxi Kung Fu fast food shop marketing strategy.
Keywords: Chinese Fast Food Marketing Strategy Wuxi Kung Fu Restaurant;

目 錄
第一章 緒論 1
1.1研究背景、目的和意義 1
1.1.1研究背景 1
1.1.2研究目的 2
1.1.3研究意義 2
1.2研究思路與方法 3
1.2.1研究思路 3
1.2.2研究方法 4
第二章 中式快餐發(fā)展現(xiàn)狀 5
2.1中式快餐發(fā)展的現(xiàn)狀 5
2.2中式快餐市場(chǎng)的特點(diǎn) 6
2.3連鎖經(jīng)營(yíng)管理中存在的問(wèn)題 7
第三章 無(wú)錫真功夫簡(jiǎn)介及營(yíng)銷環(huán)境分析 9
3.1真功夫餐飲連鎖有限公司概況 9
3.2真功夫快餐在無(wú)錫的行業(yè)分析 10
3.2.1無(wú)錫地區(qū)內(nèi)現(xiàn)有競(jìng)爭(zhēng)者分析 10
3.2.2真功夫在行業(yè)內(nèi)的優(yōu)劣勢(shì)分析 11
第四章 無(wú)錫真功夫顧客問(wèn)卷調(diào)查 13
4.1調(diào)查目的 13
4.2調(diào)查內(nèi)容 13
4.3設(shè)計(jì)指標(biāo)體系 14
4.4問(wèn)卷發(fā)放與回收 14
4.5處理與數(shù)據(jù)分析 15
第五章 無(wú)錫真功夫的營(yíng)銷現(xiàn)狀與存在的問(wèn)題分析 20
5.1產(chǎn)品現(xiàn)狀與問(wèn)題分析 20
5.2價(jià)格現(xiàn)狀與問(wèn)題分析 20
5.3促銷現(xiàn)狀與問(wèn)題分析 23
5.4品牌現(xiàn)狀與問(wèn)題分析 24
第六章 無(wú)錫真功夫的營(yíng)銷策略改進(jìn)建議 25
6.1產(chǎn)品策略改進(jìn)——?jiǎng)?chuàng)新產(chǎn)品組合，加強(qiáng)新品研發(fā) 25
6.2價(jià)格策略改進(jìn)——調(diào)整套餐搭配與價(jià)格，提升產(chǎn)品性價(jià)比 25
6.3促銷策略改進(jìn)——加大營(yíng)銷力度，推出多形式的促銷策略，強(qiáng)化品牌效應(yīng) 26
6.4品牌策略改進(jìn)——改善服務(wù)質(zhì)量，打造特色品牌文化，提高顧客品牌忠誠(chéng)度 26
結(jié) 束 語(yǔ) 28
致 謝 29
參考文獻(xiàn)： 30
附件一：無(wú)錫真功夫顧客調(diào)查問(wèn)卷 32