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MBA硕士毕业论文_XS餐饮公司营销策略研究DOC

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中国自古以来就是一个农业大国,饮食文化更是源远流长,直到今时今日“民以 食为天”的传统思想依然对中国的经济结构有着重要的影响。自本世纪初中国的经济 发展速度与日俱增,并且在上次经济危机之后一跃而起,成为全球第二大经济体,直 接带动中国国内各大行业迅速发展。与民生息息相关的餐饮行业也在此次经济增长过 程中全面爆发。因为餐饮行业直接关系到人民生活水平的提升,同时涉及到食品安全 问题,因此一直以来都是国家重点关注的行业之一;同时国家为了提升服务行业在国 家经济中的比重,加速国家经济结构的转型,所以不断出台各类法律法规和扶持政 策,帮助国内餐饮行业健康发展。尽管得到了政策和经济的双重支持,但是中国的餐 饮行业依然存在很多诟病未能克服,尤其是当前行业竞争极其残酷,各类大小餐饮企 业如雨后春笋般层出不穷,如果没有合适的经营方式,特色的营销理念,那么很难在 中国的餐饮行业中立足。因此对于餐饮企业而言,拥有色香味俱佳的菜品已经不能单 独成为提升企业盈利能力的利器,而科学的市场营销策略才是餐饮企业在激烈竞争中 生存和发展的杀手锏。 XS 餐饮公司于 2015 年正式在广州成立,是一家通过吸取国内尤其是南方各类美 食而逐步发展起来的综合型特色餐饮企业,经过三年的发展,目前 XS 餐饮公司已经在 国内外共计 7 家分店,并且拥有一间中央厨房。XS 餐饮公司一直以来都注重互联网 O2O 模式进行企业宣传,由此来提升企业的知名度和关注度。在最初这种营销方式发 挥了一定的作用,但是随着时代的变化,海量信息和数据充斥着每一个人的生活,过 去的营销方式已经无法帮助 XS 餐饮公司进行有效的宣传,企业的经营状况也是每况日 下。正因如此,本论文将对国内的餐饮市场进行全面的了解,同时搜寻和整理国内外 有关餐饮行业的市场营销文献,结合 XS 餐饮公司当前的实际经营状况,通过对 XS 餐 饮公司内外部环境进行分析,全面研究 XS 餐饮公司在行业竞争中的优劣势、机会和威 胁,帮助其精准定位造成当前市场营销困境的根本原因所在;待找到 XS 餐饮公司市场 营销策略的痛点后,使用科学的市场营销理论和模型,对 XS 餐饮公司的市场营销方案 进行全面更新和优化,使其能够帮助 XS 餐饮公司解决各类营销问题,彻底摆脱当前经 营状况不佳的窘境。 本论文以 XS 餐饮公司为研究对象,相关的研究成果能够有效的解决该公司当前遭 遇的营销危机,同时这些研究结论还能帮助国内其他餐饮企业有效的规避由于市场营 销策略不佳带来的各类风险。- II - 关键词,餐饮行业;XS 餐饮公司;营销策略;竞争- III - Study on the Marketing Management of XS catering company Abstract Since ancient times, China has been a big agricultural country, and the food culture has a long history. Until now, the traditional idea of people take food as the most important still has an important influence on China economic structure. Since the beginning of this century, China economic growth has been increasing day by day, and become the second largest economy in the world after last economic crisis, directly driving the rapid development of major industries in China. The catering industry, which is closely related to the people livelihood, also broke out in the process of economic growth. Because the catering industry is directly related to the improvement of people living standards and food security issues, it has always been one of the key industries that the country pays attention to. At the same time, in order to promote the proportion of the service industries in the national economy and accelerate the transformation of the national economic structure, the state continues to introduce various laws and regulations and support policies to help the healthy development of the domestic catering industry. Despite the dual support of policy and economy, there are still a lot of criticisms in China catering industry that have not been overcome, especially the cruel competition in the current industry, and food and beverage enterprises of all sizes are springing up one after another. If there is no proper business mode, characteristic marketing philosophy, it is difficult to survive in the catering industry in China. As far as catering enterprises are concerned, the food with good color and fragrance can’t be a powerful tool to improve the profitability of the enterprise alone, and the scientific marketing strategy is the key point of survival and development of catering enterprises in the fierce competition. XS Catering Company was officially established in Guangzhou in 2015. It is a comprehensive and characteristic catering enterprise that has gradually developed through the absorption of various kinds of gourmet food in China, especially in the South. After three years’ development, XS Catering Company has 7 branches at home and abroad, with a central kitchen. XS Catering Company has always focused on the Internet O2O model for enterprise publicity, thereby enhancing the visibility and attention of the enterprise. At first, this marketing method played a certain role, but with the changes of the times, mass of information and data enrich everyone’s life, the past marketing methods can’t help XS catering company to carry out effective publicity. The business situation of the enterprise is also getting worse and worse. Because of this, this paper will carry on the comprehensive understanding to the domestic catering market, at the same time search and collate the domestic and foreign related catering industry marketing literature, combined with the XS catering company current actual- IV - management condition. Through the analysis of the internal and external environment of XS catering company, this paper comprehensively studies the advantages, disadvantages, opportunities and threats of XS catering company in the industry competition, then helps its precise positioning to the root cause of the current marketing crisis. After finding the pain point of XS catering company marketing strategy, using the scientific marketing theory and model, we can update and optimize the marketing scheme of XS catering company in an all-round way, so that it can help XS catering company to solve all kinds of marketing problems, getting rid of the current predicament of poor management. The paper takes XS catering company as the research object, and the relevant research results can effectively solve the current marketing crisis of the company, and the conclusion can also help other catering enterprises in China to effectively avoid all kinds of risks due to the poor marketing strategy. Key Words,Catering, XS Catering Company, Marketing Strategy, Competition- V - 目 录 摘要.............................................................................................................................I Abstract ............................................................................................................................ III 1 绪论..............................................................................................................................1 1.1 研究目的及意义............................................................................................... 1 1.1.1 研究目的................................................................................................ 1 1.1.2 研究意义................................................................................................ 2 1.2 研究思路及方法............................................................................................... 3 1.2.1 研究思路................................................................................................ 3 1.2.2 研究方法................................................................................................ 4 2 市场营销相关理论...................................................................................................... 5 2.1 市场营销理论的发展及总结........................................................................... 5 2.2 PEST 分析法..................................................................................................... 7 2.3 市场定位理论................................................................................................... 8 2.4 4P 营销理论...................................................................................................... 9 3 XS 餐饮公司营销环境分析...................................................................................... 11 3.1 XS 餐饮公司内部资源分析.....