摘要
摘要
餐饮业作为旅游业的重点行业之一，近年来在新加坡蓬勃发展，成为新加
坡第三产业发展的经济支柱。火锅凭借着简便的使用方法、多元的菜品以及独
特的风味受到了广大消费者的喜爱。目前已经有越来越多的餐饮管理者开始
关注餐饮行业营销策略的优化研究，并将优化营销策略作为提升企业核心
竞争力的关键要素，希望通过优化营销策略来帮助企业更好地发展。
本文基于服务营销组合、7P服务营销以及SWOT分析等理论知识，
采用问卷调查以及访谈的方法，针对新加坡A火锅连锁公司的营销策略
进行了深入的研究和分析，探索新加坡A火锅连锁公司服务营销的最佳
发展策略。并在研究分析的基础下，提出了适合新加坡 A火锅连锁公司
长远发展的营销策略。本文研究的主要内容：首先，介绍新加坡A 火锅
连锁公司营销策略的研究背景、意义和内容；其次，从火锅市场来分析新加
坡 A火锅连锁公司是如何在竞争激烈的新加坡餐饮市场站稳脚跟，并成为家喻
户晓的连锁火锅品牌；然后，对新加坡 A火锅连锁公司这一服务营销方式所带
来的经济效益和存在的问题进行分析；最后，对这一策略存在的主要问题进行
研究并提出建议与结论展望。本文主要通过阐述新加坡 A火锅连锁公司的服务
营销模式，为新加坡餐饮企业传播分享一些成功经验，从而提升新加坡餐饮行
业服务品质。
关键词：服务营销；市场细分；7P理论；
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华侨大学硕士学位论文
Abstract
Food industryis one of the mostimportantaspect in tourismbusiness.
Recently,Foodindustrystartsto grow in Singapore,becomingthe third
economicpillarof Singapore.Hotpot withthe simpleproduction,various
ingredientsand special flavour attract many consumers.Currently, more food
catering managers focus on improvingthe food industry’s marketingstrategy,
puttingit as a priorityto staycompetitivein the marketand wishingfor
better developmentof the company.
Thisresearchisbased onservicemarketingcombination,7P service
marketing, SWOTanalysisandtheoryandusedquestionnaire and
interviewingstrategyto focuson examiningand analyzingSingaporeA
Hotpot chaincompany’s marketingstrategy,exploringSingaporeA Hotpot
chain company’sbest servicemarketingdevelopmentstrategy.Under our
analysis,we proposethe best marketing strategyfor sustainablegrowth for
Singapore A Hotpot chain company.
The key ideas of the researchare as follows:Initially,it introducesthe
researchbackground,importanceand contentof Singapore A Hotpot Chain
Company. Then, from the Hotpot market, this paper analyzes how Singapore
A Hotpot chain companyremains relevantin this highly competitivemarket
andbecomesawell-knownhotpotchainbrand.Then,it analyzesthe
economiceffectsand existingproblemsbroughtby the servicemarketing
method of SingaporeA Hotpot Chain Company. Finally, the main problem of
this strategy is examined, and suggestionsand conclusionsare explained.In
this topic, we mainlygo into the service marketingmodelof SingaporeA
Hotpot Chain Companyto sharesome successfulexperiencesfor Singapore
catering enterprises,so as to enhance Singaporecatering enterprises.
Keywords: Service;Market analysis; 7P theory
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