- I - 摘要 全民健康是国家综合实力的重要体现，是经济社会发展进步的重要标志。实施 全民健身计划是国家的重要发展战略。随着“全民健身计划”的提出，群众的体育 健身意识逐渐增强，运动健身已然成为了人们生活中的一部分，人们对健身的理解 也越来越全面，低脂低卡的轻食逐步被人们接受，轻食餐厅市场发展迅速。目前轻 食市场处于萌芽阶段，越来越多的餐饮创业者加入了轻食产业，但是轻食餐厅经营 门槛较低、水准的参差不齐以及人们对轻食餐厅的辨识度不高，都使得轻食餐厅的 竞争环境越来越激烈。在雨后春笋般的轻食餐厅中如何脱颖而出从而拥属于自己的 消费群体并使其不断壮大，是每个新餐厅发展面临的主要问题。 本文首先对Y公司“轻食主义”餐厅进行了简单的论述分析，对其外部和内部 环境进行了阐述。其次，从实际出发，运用4P理论分析了公司的营销策略。最后， 通过STP分析对市场进行重新细分，确定了餐厅的目标消费群体，对目标消费群体 制定相适应的餐饮营销策略并提出优化方案。为Y公司“轻食主义”餐厅的未来发 展找到适合的道路，以此来扩大其市场份额和行业竞争力。 关键词：健康餐；轻食餐厅；营销策略；STP分析 燕山大学工商管理硕士学位论文 - II- Abstract The health of the whole people is an important embodiment of comprehensive strength of the country and an important sign of economic and social development and progress. The implementation of national fitness program is an important national development strategy. With the "National Fitness Plan" put forward, people's awareness of sports fitness gradually increased, sports fitness has become a part of people's life, people's understanding of fitness is more and more comprehensive, low-fat and low calorie light food is gradually accepted by people, light food restaurant market develops rapidly. At present, the light food market is in its infancy, and more and more catering entrepreneurs have joined in the light food industry. However, the low operating threshold, the uneven level and the low recognition of light food restaurants make the competition environment of light food restaurants more and more fierce. How to stand out in the mushrooming light food restaurants, so as to support their own consumer groups and make them grow continuously, is the main problem faced by the development of each new restaurant. First of all, this paper makes a brief analysis of Y company's "light food " restaurant and its internal environment. Secondly, from the reality, it analyzes the company's marketing strategy with 4P theory, and SWOT analysis of the company's advantages, disadvantages, opportunities and threats. Finally, through STP analysis, the market is subdivided again, the target consumer group of the restaurant is determined, and the catering marketing strategy suitable for the target consumer group is formulated and the optimization scheme is proposed. To find a suitable way for the future development of Y company's "light food" restaurant, so as to expand its market share and industry competitiveness. Keywords: fitness meal; light food restaurant; marketing strategy; STP analysis 目 录 - III - 目录 摘要 ................................................................................................................................... I ABSTRACT ........................................................................................................................ II 第1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 研究意义 ............................................................................................................. 2 1.2 国内外研究现状 ....................................................................................................... 2 1.2.1 国外研究现状 ..................................................................................................... 2 1.2.2 国内研究现状 ..................................................................................................... 3 1.2.3 国内外研究现状评述 ......................................................................................... 5 1.3 本文主要内容及方法 ............................................................................................... 5 1.3.1 研究的主要内容 ................................................................................................. 5 1.3.2 研究的主要方法 ................................................................................................. 6 第2章 相关概念和理论基础 ............................................................................................ 7 2.1 轻食概念 ................................................................................................................... 7 2.2 市场营销理论 ........................................................................................................... 7 2.2.1 4P理论................................................................................................................. 7 2.2.2 STP理论 .............................................................................................................. 7 2.3 环境分析工具 ........................................................................................................... 8 2.3.1 外部因素评价矩阵 ............................................................................................. 8 2.3.2 内部因素评价矩阵 ............................................................................................. 9 2.4 本章小结 ................................................................................................................... 9 第3章 Y公司“轻食主义”餐厅市场营销现状及存在问题 .......................................... 11 3.1 Y公司“轻食主义”餐厅所在行业现状分析 ........................................................... 11 3.2 Y公司“轻食主义”餐厅营销现状分析 ................................................................... 11 3.2.1 Y公司“轻食主义”餐厅基本情况 .................................................................... 11 3.2.2 组织结构分析 ................................................................................................... 12 燕山大学工商管理硕士学位论文 - IV- 3.2.3产品策略 ............................................................................................................ 13 3.2.4 价格策略 ........................................................................................................... 14 3.2.5 渠道策略 ........................................................................................................... 15 3.2.6 促销策略 ........................................................................................................... 15 3.3 Y公司“轻食主义”餐厅市场营销中存在的问题 ................................................... 16 3.3 本章小结 ................................................................................................................. 18 第4章 Y公司“轻食主义”餐厅营销环境分析 .............................................................. 19 4.1 基于EFE的Y公司“轻食主义”餐厅外部宏观营销环境分析 ............................ 19 4.1.1市场环境 ............................................................................................................ 19 4.1.2运输体系 ............................................................................................................ 19 4.1.3技术支持 ............................................................................................................ 19 4.1.4友商涌入 ............................................................................................................ 19 4.1.5顾客需求 ............................................................................................................ 20 4.1.6外部宏观营销环境评价 .................................................................................... 21 4.2