我国餐饮行业通过了几次较大的变革之后，目前正经历着崭新的 时期，市场竞争形态已经发生重大的实质性改变。正是这种市场竞争 环境的改变，才促使餐饮企业的竞争开始转向营销服务领域，如何去 采取有效地营销服务手段吸引和留住消费者，让消费者享受他们需要 的餐饮服务体验，满足他们新的需求，成为企业提高竞争能力，保持 长期发展必须思考的紧急问题。 本文研究株洲NHJ餐饮公司服务营销策略，旨在通过有效的理论 和方法，解决公司服务营销中存在的问题，提高公司的市场竞争力。 首先本文通过大量的文献研究，整理了国内外研究现状以及有关服务 营销的知识和研究方法，为全文打下理论基础。接着通过PEST分析 法、五力模型分析法和SWOT分析法着重分析了株洲NHJ餐饮公司的 内外部环境现状，了解了公司服务营销面临的客观环境和条件，并借 助问卷调查法，详细剖析了公司在服务营销中存在的相关问题；然后 在内外部环境分析和问题分析的基础上，从提高整体服务水平、提高 服务人员素质、优化产品组合、制定合适的价格策略和促销方法、注 重服务环境设置等五个方面提出优化策略；最后文章利用层次分析法 对优化策略进行了评价，并从加强客户关系管理、完善激励机制、保 证资金支持、丰富企业文化传播途径等四个方面提供的保障方案。 关键词：餐饮企业，服务营销，优化策略 II ABSTRACT Afteryearsofreformanddevelopment,China'scateringmarkethas enteredanewstageofdevelopment,andthemarketcompetitionhas undergonesubstantialchanges.Asconsumersdemandmoreandmore catering,moreandmoredemand,andthegradualcompetitioninthe cateringindustry,cateringcompanieswanttoretainconsumers,maintain customersatisfactionandloyalty,competeinthemarket.Togainan advantage,wemuststrivetoimproveourservicelevel,improvethe healthandnutritionofourproducts,andprovidetargetedanddistinctive services. ThispaperstudiestheservicemarketingstrategyofZhuzhouNHJ CateringCompany,aimingatsolvingtheproblemsinthecompany's servicemarketingandimprovingthemarketcompetitivenessofthe companythrougheffectivetheoryandmethods.Firstofall,througha largenumberofliteratureresearch,thispapersortedoutthecurrent researchstatusathomeandabroadaswellastheknowledgeandresearch methodsrelatedtoservicemarketing,layingatheoreticalfoundationfor thepaper.Then,thestatusquooftheinternalandexternalenvironmentof NHJcateringcompanyinzhuzhouwasanalyzedthroughPESTanalysis, five-forcemodelanalysisandSWOTanalysis.Theobjectiveenvironment andconditionsfacedbythecompany'sservicemarketingwere III understood,andtherelevantproblemsinthecompany'sservice marketingwereanalyzedindetailwiththehelpofquestionnaire survey.Thenbasedoninternalandexternalenvironmentalanalysisand problemanalysis,thispaperproposesoptimizationstrategiesfromfive aspects:improvingoverallservicelevel,improvingservicepersonnel quality,optimizingproductmix,formulatingappropriatepricestrategy andpromotionmethod,andpayingattentiontoserviceenvironment setting.Finally,thearticleusestheanalytichierarchyprocesstoevaluate theoptimizationstrategy,andprovidesprotectionsolutionsfromfour aspects:strengtheningcustomerrelationshipmanagement,improving incentivemechanism,ensuringfinancialsupport,andenrichingcorporate culturecommunicationchannels. Keywords:Cateringcompany，Servicemarketing，OptimizationStrategy IV 目录 摘要.............................................................................................................................I ABSTRACT..................................................................................................................II 第1章绪论..................................................................................................................1 1.1研究背景...........................................................................................................1 1.2研究目的与意义...............................................................................................1 1.2.1研究目的.................................................................................................1 1.2.2研究意义.................................................................................................2 1.3国内外研究现状...............................................................................................2 1.3.1国外研究现状.........................................................................................2 1.3.2国内研究现状.........................................................................................5 1.3.3国内外研究综述.....................................................................................7 1.4研究方法...........................................................................................................8 1.5研究内容...........................................................................................................8 第2章相关理论知识及方法....................................................................................10 2.1服务营销相关理论知识.................................................................................10 2.1.1服务的内涵与特点...............................................................................10 2.1.2服务营销的内涵与特点.......................................................................10 2.1.3服务营销组合策略...............................................................................11 2.1.4服务营销质量差距模型.......................................................................13 2.1.5服务营销与传统营销的差异...............................................................13 2.2相关分析方法.................................................................................................14 2.2.1PEST分析法..........................................................................................14 2.2.2五力模型分析法...................................................................................15 2.2.3SWOT分析法........................................................................................16 2.2.4层次分析法（AHP）...........................................................................17 第3章株洲NHJ餐饮公司服务营销环境及问题分析...........................................18 3.1株洲NHJ餐饮公司简介................................................................................18 3.2株洲NHJ餐饮公司服务营销现状................................................................18 3.3株洲NHJ餐饮公司服务营销外部环境分析................................................20 3.3.1宏观环境分析（PEST分析）.............................................................20 3.3.2竞争环境分析（五力模型分析）.......................................................23 3.4株洲NHJ餐饮公司服务营销内部环境分析................................................25 3.4.1人力资源现状.......................................................................................25 3.4.2厨艺和设备现状...................................................................................26 3.4.3产品和服务状况...................................................................................26 3.5株洲NHJ餐饮公司服务营销SWOT分析..................................................27 3.5.1优势分析...............................................................................................27 3.5.2劣势分析...............................................................................................27 3.5.3机会分析...............................................................................................28 V 3.5.4威胁分析...............................................................................................28 3.6株洲NHJ餐饮公司服务营销存在的问题....................................................29 3.6.1服务不周到...........................................................................................30 3.6.2产品质量有待加强...............................................................................30 3.6.3定价策略不当.......................................................................................31 3.6.4促销手段单一.......................................................................................32 3.6.5服务环境设置不当...............................................................................32 第4章株洲NHJ餐饮公司服务营销优化策略..........................