专业学位硕士学位论文
YH 连锁餐饮企业大连分公司营销策略研究
Research on Marketing Strategy of YH Chain Catering Enterprise
Dalian Branch
作 者 姓 名：温吉衡
学科、 专业： 工商管理
学 号： 41911642
指 导 教 师：林海芬
完 成 日 期： 2022 年 5 月 29 日
大连理工大学
Dalian University of Technology
大连理工大学专业学位硕士学位论文
摘 要
YH 连锁餐饮企业大连分公司为大连市本土企业，有着相对完善的内部管理体系和
质量管控体系，但面对原材料、租金、人工等各项费用的不断增长，加至近年疫情的反
复不断，外卖配送的冲击，餐饮业“内卷”现象的不断加强，企业的运营也倍感压力，
一直运营良好的店面也出现了亏损的现象。面对内忧外患，YH 连锁餐饮企业大连分公
司需要及时对营销环境进行分析，了解自身的经营优劣势，制定科学的营销策略，更好
的参与连锁餐饮行业市场竞争。
结合本文研究成果，YH连锁餐饮企业大连分公司能够更加准确分析、判断内部营
销资源、外部营销环境，及时分析营销问题及原因并制定科学的营销策略，YH连锁餐
饮企业大连分公司将丰富产品结构，餐品价格更好的吸引客户，打造线上、线下协同营
销渠道，完善促销策略，为 YH 连锁餐饮企业大连分公司营销竞争力的全面提升提供帮
助，大连市其他连锁餐饮企业也可以结合本文所提出的连锁餐饮企业营销框架对自身的
营销策略进行调整与优化，这体现出本文研究的行业价值。
本文结合PEST、波特五力模型、SWOT等分析工具，对 YH 连锁餐饮企业大连分
公司营销外部环境进行分析，发现 YH 连锁餐饮企业大连分公司所面临的市场竞争较为
激烈，以SO 营销策略为核心，明确市场定位的基础上，从产品、价格、渠道、促销四
个方面提出YH 连锁餐饮企业大连分公司的营销策略，YH 连锁餐饮企业大连分公司需
要对自身的营销体系进行进一步调整优化，为保证YH 连锁餐饮企业大连分公司营销效
果，提出YH 连锁餐饮企业大连分公司营销活动开展的保障措施，使 YH 连锁餐饮企业
大连分公司的营销体系更加科学。
关键词：营销策略；营销环境；市场定位；YH 连锁餐饮企业大连分公司
- I -YH 连锁餐饮企业大连分公司营销策略研究
Research on Marketing Strategy of YH Chain Catering Enterprise Dalian
Branch
Abstract
YH chain catering enterprise Dalian branch is a local enterprise in Dalian and has a
relatively perfect internal management system and quality control system. However, in the
face of the continuous growth of raw materials, rent, labor and other expenses, the repeated
epidemic in recent years, the impact of takeout distribution, the continuous strengthening of
the "internal roll" phenomenon in the catering industry, the operation of the enterprise is also
under pressure, and the stores that have been operating well have also suffered losses. Facing
domestic and foreign troubles, YH chain catering enterprise Dalian branch needs to timely
analyze the marketing environment, understand its own business advantages and
disadvantages, formulate scientific marketing strategies, and better participate in the market
competition of chain catering industry.
Combined with the research results of this paper, YH chain catering enterprise Dalian
branch can more accurately analyze and judge the internal marketing resources and external
marketing environment, timely analyze the marketing problems and causes, and formulate
scientific marketing strategies. YH chain catering enterprise Dalian Branch will enrich the
product structure, better attract customers at meal prices, create online and offline
collaborative marketing channels, and improve the promotion strategies, To help YH chain
catering enterprises Dalian Branch improve its marketing competitiveness in an all-round way,
other chain catering enterprises in Dalian can also adjust and optimize their marketing
strategies in combination with the marketing framework of chain catering enterprises
proposed in this paper, which reflects the industry value of this paper.
Combined with pest, Porter;s five forces model, SWOT and other analysis tools, this
paper analyzes the external marketing environment of YH chain catering enterprise Dalian
Branch, and finds that the market competition faced by YH chain catering enterprise Dalian
branch is relatively fierce. Taking so marketing strategy as the core and clarifying the market
positioning, this paper puts forward the marketing strategy of YH chain catering enterprise
Dalian branch from four aspects: product, price, channel and promotion, YH chain catering
enterprise Dalian branch needs to further adjust and optimize its own marketing system. In
order to ensure the marketing effect of YH chain catering enterprise Dalian Branch, this paper
puts forward the guarantee measures for the marketing activities of YH chain catering
- II - 大连理工大学专业学位硕士学位论文
enterprise Dalian Branch, so as to make the marketing system of YH chain catering enterprise
Dalian branch more scientific.
Key Words：Marketing strategy; Marketing environment; Market positioning; YH chain
catering enterprise Dalian branch
- III -YH 连锁餐饮企业大连分公司营销策略研究
目录
摘 要 ..................... I
Abstract ...................... II
1 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 研究内容及方法 ................. 2
1.2.1 研究内容 ............. 2
1.2.2 研究方法 ............. 4
2 理论概述 ..................... 6
2.1 理论基础 ............... 6
2.1.1 STP 理论 ............. 6
2.1.2 4Ps 营销组合理论 ............ 7
2.2 国内外研究现状 ................. 9
2.2.1 国外研究现状 ............ 9
2.2.2 国内研究现状 ................. 10
3 YH连锁餐饮企业大连分公司营销问题分析 ......... 12
3.1 公司简介 .................... 12
3.1.1 公司介绍 .................. 12
3.1.2 组织结构 .................. 12
3.1.3 主要业务 .................. 13
3.1.4 客户类型 .................. 14
3.2 YH 连锁餐饮企业大连分公司营销存在的问题 ....... 14
3.2.1 营销活动绩效下降 ................ 14
3.2.2 活跃客户数量降低 ................ 15
3.3 营销问题的原因分析 .............. 16
3.3.1 产品较为单一 ................. 16
3.3.2 产品定价吸引力差 ................ 16
3.3.3 渠道开发不够深化 ................ 17
3.3.4 促销活动影响力差 ................ 18
4 YH连锁餐饮企业大连分公司营销环境分析 ......... 19
- IV -