大连理工大学专业学位硕士学位论文
摘
要
近年来，在社会经济迅速发展的背景下，我国餐饮业面临的市场竞争也日趋激烈。
社会的消费升级，带来了消费者对餐饮需求的变化，进一步挤压一些餐饮企业的生存空
间。面对复杂的发展环境，餐饮业亟待开展深入分析，积极应对发展困境，化危为机。
BS餐饮公司作为传统中餐粤菜企业，曾获“G市最具影响力餐饮企业”、“米其
林餐盘奖”、“全国餐饮品牌力百强榜”等多个荣誉称号。但是，伴随市场营销环境的
不断变化，BS餐饮公司现有的市场营销策略存在一定的问题，市场份额逐年受到影响。
同时，2020年新冠肺炎席卷全球，该企业需要在市场营销策略方面进行改善。正因如此，
本文整理和搜寻国内外有关餐饮行业的市场营销文献及理论，在介绍研究背景、研究方
法及现有研究的基础上，结合 BS餐饮公司的实际情况，对其市场营销内外部资源和环
境展开分析。过程中，结合线上和线下的市场调查和数据分析，依据 7P理论分析，发
现了现有市场营销存在的问题，其中包括市场定位不准确、部分产品和定价设置不科学、
营销渠道存在局限、促销和宣传不到位，以及客户服务问题等，精准找到造成当前市场
营销问题的根本原因。接下来通过 STP定位分析，优化 BS餐饮公司的目标市场和定位
策略。同时，结合 7P理论提出包含产品策略、价格策略、渠道策略、促销策略、人员
策略、过程策略和有形展示策略的优化对策，在体验营销方面也提出相关建议。最后，
本文为保证营销策略的顺利实施，制定了营销策略实施保障措施。
通过研究，本文建议 BS餐饮公司重新明确细分市场，定位中端客群开展营销优化。
营销过程中依据 7P理论，提升菜品出品质量和创新设计，做好价格调研和定位调整，
调动线上和线下营销渠道，创新促销形式，加强服务人员和流程管理，并优化有形展示。
同时，建议 BS餐饮公司在服务体验、沟通交流和科技融合方面改进客户营销措施。希
望本文能够帮助 BS餐饮公司更好地为客户提供餐饮服务，同时建立品牌效应与企业文
化，通过这种方式来强化自身竞争力，进而实现长久发展。
关键词：BS餐饮公司；营销策略；STP；7P营销理论；体验营销理论
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BS餐饮公司营销策略优化研究
The Research on Marketing Strategy Optimization of BS Catering
Company
Abstract
In recent years, with the rapid development of social economy, the market competition
faced by China's catering industry is becoming increasingly fierce. The upgrading of social
consumption has brought changes in consumers' demand for catering, further squeezing the
living space of some catering enterprises. In the face of the complex development environment,
the catering industry urgently needs to carry out in-depth analysis, actively deal with the
development dilemma, and turn the crisis into an opportunity is very important.
As a traditional Chinese and Cantonese food enterprise, BS catering company has won
many honorary titles, such as "the most influential catering enterprise in G city", "Michelin
plate Award", "national top 100 catering brands list", etc. With the continuous change of
marketing environment, there are some problems in the existing marketing strategy of BS
catering company, and the market share is affected year by year. Meanwhile, novel coronavirus
pneumonia swept the globe in 2020, and the company needed to improve its marketing
strategy.So this paper collates and searches many marketing literature and theories related to
the catering industry of China and abroad. Based on introducing the research background,
research methods and former research, this paper combines with the actual situation of BS
catering company. This paper analyzes its internal resources and external marketing
environment. In the process, combined with online and offline stores' Market Research and
data analysis,using 7p theory analysis to analysis the existing marketing problems, including
inaccurate market positioning, unscientific setting of some products and pricing, limitations of
marketing channels, lack of promotion and publicity, and customer service problems.
Accurately find the root cause of current marketing problems. Then, through STP positioning
analysis, this paper will try to optimize the target market and positioning strategy of BS
catering company. Meanwhile, combined with 7p theory, this paper puts forward optimization
countermeasures including product strategy, price strategy, channel strategy, promotion
strategy, personnel strategy, process strategy and tangible display strategy, and puts forward
relevant suggestions in experience marketing. Finally, in order to ensure the smooth
implementation of marketing strategy, this paper formulates the guarantee measures for the
implementation of marketing strategy.
Through the research, this paper suggests that BS catering company re define the market
segmentation, position the middle end customers and carry out marketing optimization. In the
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大连理工大学专业学位硕士学位论文
marketing process, according to the 7p theory, we should improve the quality and innovative
design of dishes, do a good job in price research and positioning adjustment, mobilize online
and offline marketing channels, innovate promotion forms, strengthen service personnel and
process management, and optimize tangible display. At the same time, it is suggested that BS
catering company improve customer marketing measures in service experience,
communication and technology integration. I hope this paper can help BS catering company to
better provide catering services for customers, at the same time, establish brand effect and
corporate culture, through this way to strengthen their competitiveness, and then achieve
long-term development.
Key Words：BS Catering Company; Marketing Strategy; STP; 7P Marketing Theory;
Experience Marketing Theory
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