在这个人人可以开店、家家可以做为厨房的“互联网＋快餐”时代，开个
快餐店难度不大，这就导致快餐行业发展速度过快，短期内积累的数量庞大
同时网络快餐店的真实情况很难核实，外卖快餐缺乏政府相关部门监管，也使
得快餐市场经常出现：食材掺假、制作过程不卫生、使用非食用餐盒和配送缓
慢等问题
正是看到了快餐市场的巨大潜力和存在的一些问题，2016 年 6 月我们在哈
尔滨市开了潮饭儿快餐店。线下可以在快餐店内就餐，线上和外卖 APP 合作送
餐。我们从食材的选择、清洗、烹饪到装餐配送都严格要求质量。充分利用中
央厨房、互联网和送餐平台来减少店铺租金和人工成本。以微信、微博等社交
媒体软件作为广告平台，一方面做快餐产品销售推广，另一方面向消费者展示
我们快餐产品的安全保障。这一年多的经营让我们收获颇多，快餐店积累了很
多优质客户，也实现了持续盈利。但是最近几个月，快餐店的销售量出现了瓶
颈，业绩难以再提升。潮饭儿快餐店的下一步的发展方向成了急需研究和解决
的问题
本研究主要围绕哈尔滨潮饭儿快餐营销策略开展。在 SWOT 分析等基础上，
结合自身的优势与劣势和面临的机会与威胁，对哈尔滨潮饭儿快餐进行市场细
分，确定其目标市场，最后对其进行市场定位。进而设计了以开拓哈尔滨市高
校快餐市场为主的产品策略、价格策略、渠道营销策略等营销策略组合。希望
通过本次策划方案，帮助哈尔滨潮饭儿快餐店在未来的市场竞争中脱颖而出，
逐步占领各类快餐市场，同时，也为其他类似企业提供借鉴
关键词：快餐业；潮饭儿快餐店；SWOT 分析；营销策略MBA 学位论文 作者：杜兆缘 哈尔滨潮饭儿快餐店营销策划分析
II
Abstract
Nowadays, The Post-80s and 90s generations become the main consumption force of
catering market, which makes China&39;s fast food industry become popular. With the prevalence of
“Lazy Economy”, “Ele.me”, “Baidu Waimai” and “Meituan. Com” and other food delivered APP
came into being, and helped the development of Chinese fast food industry. Meanwhile, we also
find that Chinese ideas on fast food consumption are changing. The situation of Chinese fast food
market is different from before, the market share of Western fast food is decreasing day by day,
while Chinese fast food is on the upward trend.
At the “Internet + Fast Food” era, all people can set up shops and all houses can be the
kitchens. It&39;s easy to startup a fast-food restaurant, which leads to the rapid development of the
fast food industry and the amount of accumulated shops in the short run is enormous. At the same
time, the actual situation on fast food restaurant is hard to check, and it lacks of government
supervision. All these make the fast food industry often appear those problems: adulterated
ingredients, insanitary production process, the use of non food lunch boxes and slow delivery etc.
With the enormous potential and problems existed, we opened Chaofan’er Fast Food
Restaurant in Harbin in June of 2016. Offline, customer can dine in the bar, and online, we
cooperate with food delivered APP to deliver food. We strictly demand the quality from the
choice of ingredients, cleaning, cooking to meal delivery and make full use of central kitchen,
Internet and food delivered platform to reduce rental and labor costs. WeChat, Micro-blog and
other social media software as advertising platforms, we on the one hand do fast food sales
promotion, on the other hand, show consumers security assurance of our food. One years
operating we have gained a lot and accumulated a lot of quality customers and achieved a
sustained profits. But in recent months, fast-food sale volumes have encountered bottlenecks and
the performance are hard to be improved. The next step of the development of the Chaofan’er has
become a problem that needs to urgently study and solve.
The paper focuses on the market strategies of Harbin Chaofan’er Fast Food Restaurant. On
the basis of SWOT analysis, combined with its own strengths and weaknesses, opportunities and
threats, the paper makes a market segmentation of Harbin Chaofan’er Fast Food Restaurant,
determines its target market, and finally makes its market positioning, and then designs the main
marketing strategies combining of product strategy, price strategy and channel marketing strategy,
which centering on developing of Harbin universities markets. Hoping that through this planning
program, it can help Harbin Chaofan’er Fast Food Restaurant stand out in the future marketMBA 学位论文 作者：杜兆缘 哈尔滨潮饭儿快餐店营销策划分析
III
competition, and gradually occupy all kinds of fast-food market, meanwhile, provide reference
for other similar enterprises.
Keywords: Fast Food Industry;Chaofan’er Fast Food Restaurant;SWOT Analysis;Marketing
Strategy.MBA 学位论文 作者：杜兆缘 哈尔滨潮饭儿快餐店营销策划分析
目录
中文摘要.....I
Abstract...II
一、绪论.....1
（一） 研究背景和意义.....1
（二） 研究内容.....1
（三） 研究方法.....1
二、 相关理论基础...........3
（一） 整合营销理论.........3
（二） SWOT 分析法3
（三） STP 理论......3
（四） 4Ps & 3Rs 理论......4
三、 潮饭儿快餐店营销环境分析..........5
（一） 潮饭儿快餐店情况介绍.....5
（二） 宏观环境分析.........
8（三） 行业环境...10
（四） 潮饭儿快餐 SWOT 分析.....11
四、市场调查数据整理与分析.. 15
（一） 高校快餐需求问卷调查...15
（二） 个案研究法...........17
（三） 面对面深度访谈法...........17
五、潮饭儿快餐店 STP 策划...... 19
（一） 哈尔滨潮饭儿快餐市场细分.......19
（二） 目标市场选择.......19MBA 学位论文 作者：杜兆缘 哈尔滨潮饭儿快餐店营销策划分析
（三） 市场定位.....
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