近些年，我国经济持续发展，百姓收入水平不断提高，工作节奏过快加之收入水平 的提高，加大了人们外出就餐的欲望，推动餐饮业全面发展，加大了市场消费体量。与 此同时，我国经济发展速率也开始告别高增长，步入“中高速”发展时期。经济发展的 新常态对于拉动内需，推动经济转型发挥出日益重要的作用。各级政府亦加强了对产业 引导的重视度，出台相关的扶持政策，以此推动餐饮业的良好发展。餐饮业作为第三产 业，为服务业的一个分支。 餐饮业作为和百姓生活密切相关的行业，我国历史悠久，烹饪方法多样，菜系丰富， 各大菜系有着不同的文化，形成了丰富的餐饮文化，餐饮业的发展为国家服务业发展作 出了卓越贡献。我国作为多民族国家，红白喜事都会请客吃饭，人们习惯于在餐桌上联 系感情，促进交易达成，因此，餐桌对中国人来讲，有着特殊的意义。随着百姓生活水 平的提高和生活节奏的加快，人们越来越倾向于外出吃饭，也为餐饮业的发展提供了推 动力。在这样的环境下，那些菜色佳、卫生良好、服务质量高的餐厅常客满。在当前我 国城镇化进程内，不管是大城市还是小乡镇，餐饮业都表现出极大的竞争力，这是由于 消费者对于餐饮的需求总是变化的，他们不可能接受一层不变的食物，这样的变化需求 也为推动餐饮业发展的发展添加了助力，让那些拥有创新能力的餐饮业能立于不败之地。 总之，餐饮业虽然整体发展空间较大，不过同时竞争也十分激烈。怎样通过合理的营销 策略推动餐饮业的发展，是值得所有餐饮业认真思考的问题。 本文的研究，首先概述了全文研究背景、意义、内容、方法和特色。立足于此，综 述餐饮业的营销策略，指出其所面临的新环境和新形势。接着以W餐饮公司作为案例， 对其现状展开全面的分析，在深入了解案例企业的基础上，探寻其营销方式的不足，并 给出解决方案。遵循具体问题具体分析原则，设计有效的营销优化方案。进而有效地对 方案思路、原则展开优化，深度分析营销策略的不足，给出有效的优化方案。最后，阐 述了优化方案实施过程中的风险、保障机制和措施方案。 本文的研究明确了W餐饮公司的发展方向，据此制定出合理有效的经营路线，促 进W餐饮公司通过对产品、品牌、渠道和服务等方面进行详实的分析，产品的确定， 营销体系的确定及和互联网环境相融合，针对不同渠道给出有效的促销方案。同时，结 合餐饮业本身的服务理念，制定有效的发展策略。 关键词：W餐饮公司；营销策略；对策 昆明理工大学专业学位硕士学位论文W餐饮公司营销策略研究 II Abstract Inrecentyears,China'ssustainedeconomicdevelopment,therisingincomelevelofthe people,therapidpaceofworkandtheimprovementofincomelevelhaveincreasedpeople's desiretoeatout,promotedthecomprehensivedevelopmentofcateringindustry,and increasedthevolumeofmarketconsumption.Atthesametime,China'seconomic developmentratehasbeguntosaygoodbyetohighgrowthandenteraperiodof"mediumand highspeed"development.Thenewnormalstateofeconomicdevelopmentplaysan increasinglyimportantroleinstimulatingdomesticdemandandpromotingeconomic transformation.Governmentsatalllevelshavealsostrengthenedtheiremphasisonindustrial guidanceandissuedrelevantsupportingpoliciestopromotethesounddevelopmentof cateringindustry.Asatertiaryindustry,cateringindustryisabranchofserviceindustry. Asanindustrycloselyrelatedtopeople'slives,cateringindustryhasalonghistory, diversecookingmethodsandrichcuisine.EachmajorcuisineDepartmenthasdifferent cultures,formingarichcateringculture.Thedevelopmentofcateringindustryhasmade outstandingcontributionstothedevelopmentofnationalserviceindustry.Asamulti-ethnic country,redandwhiteweddingceremoniesalwaysinvitegueststodinner.Peopleare accustomedtocontactingemotionsonthediningtableandpromotingthetransaction. Therefore,thediningtableisofspecialsignificancetoChinesepeople.Withtheimprovement ofpeople'slivingstandardandtheaccelerationofliferhythm,peoplearemoreandmore inclinedtoeatout,whichalsoprovidesadrivingforceforthedevelopmentofcatering industry.Insuchanenvironment,restaurantswithgooddishes,goodhygieneandhighquality ofserviceareoftenfull.InthecurrentprocessofurbanizationinChina,cateringindustryhas showngreatcompetitiveness,whetherinbigcitiesorsmalltowns.Thisisbecause consumers'demandforcateringisalwayschanging.Theycannotacceptalayerofunchanged food.Suchchangingdemandalsoaddsimpetustothedevelopmentofcateringindustry. Restaurantswithinnovativecapabilitiescanremaininvincible.Inshort,althoughtheoverall developmentspaceofcateringindustryislarge,butatthesametimethecompetitionisvery fierce.Howtopromotethedevelopmentofcateringindustrythroughreasonablemarketing strategyisaquestionworthyofseriousconsiderationbyallcateringindustry. Firstly,thispapersummarizesthebackground,significance,content,methodsand characteristicsofthefulltext.Basedonthis,thispapersummarizesthemarketingstrategies 昆明理工大学专业学位硕士学位论文W餐饮公司营销策略研究 III ofcateringindustry,andpointsoutthenewenvironmentandsituationitfaces.Then,taking Wcateringcompanyasacase,thispapermakesacomprehensiveanalysisofitscurrent situation,explorestheshortcomingsofitsmarketingmethodsonthebasisofin-depth understandingofthecaseenterprises,andgivessolutions.Followingtheprincipleofconcrete analysisofspecificproblems,effectivemarketingoptimizationschemeisdesigned.Then,it effectivelyoptimizestheideasandprinciplesofthescheme,deeplyanalysestheshortcomings ofthemarketingstrategy,andgivesaneffectiveoptimizationscheme.Finally,therisk, safeguardmechanismandmeasuresintheprocessofimplementationoftheoptimization schemeareelaborated. ThisresearchclarifiesthedevelopmentdirectionofWcatering,andaccordingly establishesareasonableandeffectivebusinesslinetopromoteWcateringcompanytogive effectivepromotionfordifferentchannelsthroughdetailedanalysisofproducts,brands, channelsandservices,productdetermination,marketingsystemdeterminationandintegration withtheInternetenvironment.Scheme.Atthesametime,combinedwiththecatering industry'sownserviceconcept,formulateeffectivedevelopmentstrategies. Keywords:WCateringCompany;MarketingStrategy;Countermeasures 昆明理工大学专业学位硕士学位论文W餐饮公司营销策略研究 i 目录 摘要.........................................................................................................................................II Abstract.................................................................................................................II 第一章绪论...........................................................................................................1 1.1研究背景和意义........................................................................................1 1.1.1研究背景............................................................................................1 1.1.2研究目的............................................................................................1 1.1.3研究意义............................................................................................2 1.2文献综述.....................................................................................................2 1.2.1国外研究现状....................................................................................2 1.2.2国内研究现状....................................................................................3 1.2.3研究评述.............................................................................................5 1.3研究方法和内容........................................................................................5 1.3.1研究方法............................................................................................5 1.3.2研究内容............................................................................................6 第二章理论基础..................................................................................................7 2.1服务营销理论............................................................................................7 2.2市场营销理论............................................................................................8 2.3顾客价值认知理论....................................................................................9 2.4客户关系管理理论....................................................................................9 第三章W餐饮公司营销现状分析.....................................................................11 3.1W餐饮公司概况.......................................................................................11 3.1.1W餐饮公司介绍.............................