I 摘要 民以食为天，百姓餐桌折射出社会生活的变迁。如今，我国社会主要矛盾已发生根 本性变化，人民群众对美好生活的向往愈发强烈，外出就餐不再单纯满足于“吃饱”与 “吃好”，而是增加了心理需求、社交需求、个性需求等诸多变量，迫使餐饮业必须以 这些“新消费需求”为导向，加快推动供给侧结构性改革，由外延扩张型向内涵集约型 转变、由规模速度型向质量效率型升级，由注重菜品营销向注重顾客就餐体验转型，逐 渐向体验化、个性化、多元化发展。在互联网科技、大数据应用的推动下，餐饮业面临 跨界合作、多渠道并举、多资源并用的新模式，还需要由“传统餐饮”向“智慧餐饮” 转型。2020年，受新型冠状病毒疫情的影响，餐饮业面临重大挑战，有的被淘汰，有的 断臂求生，有的调整再出发。想要在新形势下获得发展先机，餐饮企业必须以消费者需 求为导向，扬弃传统营销理念，制定出更切合实际的营销策略，提升市场竞争力。 本文以Z餐饮公司为研究对象，在搜集整理企业与行业相关资料、学习研究餐饮营 销相关理论基础上，通过对Z公司进行PEST分析和SWOT分析，把握公司所处宏观与 微观环境；运用服务营销7P理论，分析公司产品、定价、促销、渠道、人员、服务过 程和有形展示几方面营销现状。基于Z公司产品创新未以顾客为本、价格策略缺乏灵活 性、渠道单一、人员作用发挥不充分、服务过程缺乏新意、有形展示有待完善等问题， 笔者提出有针对性的营销策略优化建议。具体主要包括：产品基于顾客需求“守正创新”； 基于顾客心理期望，制定灵活的定价和调价策略；构建线上与线下交融的多元化营销渠 道；以互联网思维创新促销手段；员工充分授权，顾客广泛参与的人员策略；将服务前 置与后延、注重个性化服务与失误补救、打造超越心理预期的服务过程；虚实结合、增 进互动体验的有形展示策略。上述营销策略具体优化过程中充分运用互联网思维，全面 打通线上和线下与消费者的互动过程，多途径提升顾客体验，增进其满意度和忠诚度， 以期提高Z公司的营销水平和竞争力，同时也为同类型餐饮企业的市场营销策略改进提 供参考。 关键词 餐饮 营销策略 7P理论 服务营销 河北大学硕士学位论文 II Abstract Food is the most important thing for the people, and the table reflects the changes of social life. Nowadays, the major social contradictions in China have undergone fundamental changes, and the people's yearning for a better life is becoming more and more intense. Dining out is no longer simply satisfied with "satiety" and "eating well", but has increased many variables such as psychological demand, social demand and individual demand, forcing the catering industry to take these "new consumption demand" as the guide and accelerate the supply side structural reform From the extension expansion type to the intension intensive type, from the scale speed type to the quality efficiency type, from the focus on food marketing to the focus on customer dining experience, gradually to the experience, personalized and diversified development. Driven by the application of Internet technology and big data, the catering industry is facing a new mode of cross-border cooperation, multi-channel development and multi resource utilization. It also needs to transform from "traditional catering" to "smart catering". In 2020, the novel coronavirus epidemic situation affected, the catering industry faced major challenges, some were eliminated, some broke for survival, some adjusted to start again. In order to obtain the development opportunity in the new situation, catering enterprises must take the consumer demand as the guidance, abandon the traditional marketing concept, formulate more practical marketing strategies, and improve the market competitiveness. This paper takes Z catering company as the research object, on the basis of collecting and sorting out the relevant information of enterprises and industries, learning and studying the relevant theories of catering marketing, through PEST analysis and SWOT analysis of Z company, grasps the macro and micro environment of the company, and uses the 7p theory of service marketing to analyze the company's products, pricing, promotion, channels, personnel, service process and tangible display Marketing status quo. Based on the problems of Z company's product innovation not customer-oriented, price strategy lack of flexibility, single channel, inadequate role of personnel, lack of innovation in service process, and tangible Abstract III display to be improved, the author puts forward targeted marketing strategy optimization suggestions, mainly including: products based on customer demand "keep innovation"; based on customer psychological expectations, develop flexible pricing and Price adjustment strategy; building a diversified marketing channel integrating offline and online; innovating promotion means with internet thinking; personnel strategy with full authorization of employees and wide participation of customers; putting service ahead and behind, paying attention to personalized service and fault recovery, and creating a service process beyond psychological expectations; tangible display strategy with combination of virtual and real, and enhancing interactive experience. In the specific optimization process of the above marketing strategies, we should make full use of Internet thinking, fully open up the interaction process between online and offline customers, improve customer experience in multiple ways, enhance their satisfaction and loyalty, in order to improve the marketing level and competitiveness of Z company, and also provide reference for the improvement of marketing strategies of the same type of catering enterprises. Keywords Catering Marketing strategy 7P Theory Service marketing 河北大学硕士学位论文 IV 目 录 第一章 绪论 1 1.1 研究背景及意义 ........... 1 1.1.1 研究背景 ............. 1 1.1.2 研究目的及意义 . 2 1.2 国内外相关研究文献综述 .......................... 3 1.2.1 国外研究现状 ..... 3 1.2.2 国内研究现状 ..... 5 1.3 研究方法和内容 ........... 7 1.3.1 研究方法 ............. 7 1.3.2 研究内容 ............. 7 1.4 创新点 ........................... 8 第二章 相关概念界定与理论基础 .......................... 9 2.1 相关概念界定 ............... 9 2.1.1 市场营销 ............. 9 2.1.2 服务营销 ............. 9 2.1.3 体验营销 ........... 10 2.1.4 网络营销 ........... 10 2.2 理论基础 ..................... 11 2.2.1 PEST分析 ......... 11 2.2.2 SWOT分析 ....... 11 2.2.3 7P营销组合 ...... 12 第三章 Z餐饮公司营销环境分析 ........................ 14 3.1 Z餐饮公司概况 ......... 14 3.1.1 Z餐饮公司简介 .............................. 14 3.1.2 Z餐饮公司市场定位 ...................... 16 3.2 宏观环境分析 ............. 17 目 录 V 3.2.1 政治环境分析 ... 17 3.2.2 经济环境分析 ... 18 3.2.3 社会文化环境分析 .......................... 19 3.2.4 科技环境分析 ... 20 3.3 餐饮行业发展趋势分析 ............................ 21 3.3.1 大众化餐饮成主流 .......................... 21 3.3.2 线上线下融合发展 .......................... 21 3.3.3 “情感体验”与“消费体验”融合 24 3.4 Z餐饮公司竞争者分析 ............................ 25 3.5 Z餐饮公司SWOT分析 ........................... 26 3.5.1 优势 ................... 26 3.5.2 劣势 ................... 28 3.5.3 面临的机遇 ....... 28 3.5.4 面临的威胁 ....... 29 3.5.5 SWOT矩阵分析 .............................. 31 第四章 Z餐饮公司营销现状及存在问题 ............ 32 4.1 Z公司营销策略现状 . 32 4.1.1 菜品营销策略 ... 32 4.1.2 价格制定策略 ... 34 4.1.3 渠道推广策略 ... 35 4.1.4 促销推广策略 ... 36 4.1.5 员工提升策略 ... 37 4.1.6 服务过程策略 ... 38 4.1.7 有形展示策略 ... 39 4.2 Z公司营销存在的问题 ............................ 40 4.2.1 产品需求把握不精，苛求传统忽视创新 ..................... 41 4.2.2 定价机制不够灵活，忽视顾客心理预期 ..................... 42 4.2.3 营销渠道开发不足，经营发展受到限制 ..................... 43 河北大学硕士学位论文 VI 4.2.4 促销策略过于传统，互动创新理念落后 ..................... 43 4.2.5 服务人员能力欠佳，缺乏真诚高效沟通 ..................... 44 4.2.6 服务流程衔接不畅，顾客体验有待提升 ..................... 44 4.2.7 有形展示缺乏变化，深度体验还需加强 ..................... 45 第五章 Z餐饮公司营销策略建议 ........................ 47 5.1 产品基于顾客需求“守正创新” ............ 47 5.1.1 打造“爆品”和优化组合 .............. 47 5.1.2 创新口味与吃法 .........................