摘要
摘要
BZ火锅店作为一家经营多年的品牌火锅店，在长期经营发展中积累了较好
的品牌认知度。但是，随着新媒体营销崛起、火锅行业竞争渐趋激烈， BZ火锅
店自 2019年以来的经营业绩持续下滑，营销体系及其策略急需改进、提升。
本文以 BZ火锅店营销策略为研究对象，在对 BZ火锅店营销策略现状系统
梳理、分析的基础上，然后通过问卷调查和访谈的方法，发现其在营销策略方面
存在的一些突出问题：一是产品策略方面， BZ火锅店主要存在的问题是产品品
类和特色不足，对消费者的增值服务较少，尤其与海底捞等标杆品牌相比较而
言，服务增值不足。二是定价策略方面， BZ火锅店主要存在的问题是定价策略
比较单一，折扣力度比较小，且作为总部的一个直营店，在定价方面的自由度和
空间比较小。三是渠道策略方面， BZ火锅店依然坚持线下销售为主，对线上外
卖渠道的重视不够。四是促销策略方面， BZ火锅店的促销方式较为传统，包括
折扣、酒水赠送、团购等，另外，促销形式较为单一、缺乏规划。
最后，本文借助 7P营销组合分析理论，针对 BZ火锅店在营销策略中存在
的问题，结合该行业和该单位实际情况，提出了其营销策略优化的系列对策与建
议：第一，在产品与服务方面，要注意识别消费者的深层次需求，为消费者提供
增值服务，同时还要优化产品品类。第二，在定价策略及成本控制方面，要着力
为消费者提供价值增值、避开低价竞争，制定差异化的定价策略，注意对价格的
动态调整。第三，在渠道管理方面，要强化与互联网平台的合作，适时开展线上
配送服务。第四，在促销组合策略方面，可以丰富促销形式，大力做好新媒体营
销。第五，在有形展示策略方面，要注意打造毛肚特色的环境氛围，塑造独特的
店面文化。第六，在人员、服务过程等方面，要注意打造服务型人才队伍，通过
多举措切实提高团队服务效能等。本研究成果不但对该单位改进营销策略，提升
经营管理效益有直接决策参考价值，还对同类企业改进营销策略有借鉴意义。
关键词：火锅店；营销策略；新媒体
论文类型：应用类
选题来源：其他
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ABSTRACT
ABSTRACT
BZ Hot pot Restaurant, as a brand hot pot restaurant operating for many years,
has accumulated good brand recognition in the long-term operation and development.
However, with the rise of new media marketing and increasingly fierce competition in
the hot pot industry, the business performance of BZ hot pot restaurant has been
declining since 2019, and the marketing system and strategy are in urgent need of
improvement and improvement.
This paper takes the marketing strategy of BZ hot pot restaurant as the research
object. On the basis of systematically combing and analyzing the status quo of
marketing strategy of BZ hot pot restaurant, and then through questionnaire survey and
interview, it finds some outstanding problems existing in marketing strategy: First, in
terms of product strategy, the main problems of BZ hot pot restaurant are lack of
product categories and features, and less value-added services for consumers,
especially compared with benchmark brands such as Haidilao, the value-added
services are insufficient. Second, in terms of pricing strategy, the main problems of BZ
hot pot restaurant are simple pricing strategy and small discount. Moreover, as a
directly owned store of the headquarters, BZ hot pot restaurant has relatively little
freedom and space in pricing. Third, in terms of channel strategy, BZ hot pot restaurant
still insists on offline sales and pays insufficient attention to online takeaway channels.
Fourth, in terms of promotion strategies, BZ hot pot restaurant adopts traditional
promotion methods, including discounts, liquor giveaways, group buying, etc. In
addition, the promotion forms are relatively simple and lack of planning.
Finally, the article with the analysis of 7 p marketing mix theory, aiming at the
existing problem of BZ hotpot restaurant in marketing strategy, in combination with
the practical situation of the industry and the unit, put forward the marketing strategies
to optimize a series of countermeasures and Suggestions:① in terms of products and
services, to pay attention to identify deep demand of consumers and provide value-
added services for consumers, but also optimize the product category.② In terms of
pricing strategy and cost control, we should focus on providing value-added for
consumers, avoiding low-price competition, developing differentiated pricing
strategies and paying attention to the dynamic adjustment of prices.③ In channel
management, we should strengthen cooperation with Internet platforms and timely
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ABSTRACT
carry out online distribution services.④ In terms of promotion mix strategy, we can
enrich promotion forms and do a good job in new media marketing.⑤ In tangible
display strategy, we should pay attention to creating the environment atmosphere with
MAO Belly characteristics and shaping a unique store culture.⑥ In personnel,
service process and other aspects, we should pay attention to build service-oriented
talent team, through multiple measures to effectively improve team service efficiency.
This research result not only has the direct decision-making reference value for the
unit to improve the marketing strategy and enhance the management efficiency, but
also has the reference significance for the similar enterprises to improve the marketing
strategy.
KEY WORDS: Pot shop; Marketing strategy; New media
Dissertation type: Application Type
Subject source: Others
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