中式餐飲業國際化發展的定價分析

國際貿易論文編號:GM150    論文字數:12390,頁數:18

目  錄

1 餐飲業國際化發展定價綜述 .........................................2
1.1 高定價是定價總方針 .............................................3
1.2餐飲業國際化發展的具體方法和策略 ................................5
2 影響餐飲業定價的因素和特征 .......................................7
2.1影響餐飲業定價的供給因素 ........................................7
2.2 影響餐飲業定價的需求因素 .......................................8
3從定價角度分析中國餐飲業跨國發展的市場定位 ........................11
3.1跨國餐飲業的奢侈品定位 ..........................................11
3.2消費群的定位 ....................................................12
3.3信號傳遞原則 ....................................................13
3.4加大設備投入比例 ................................................14
4 總結 .............................................................15
參考文獻 ...........................................................17
致  謝 .............................................................18

摘       要

     中國餐飲業的跨國發展應用高定價的策略。從服務貿易的消費心理角度來說，人的需求從低到高分成五個層次，它們是生理需求、安全需求、社交需求、尊重需求和自我實現需求。消費者外出對餐飲食品的需求出于兩個原因：一是為了替代家中日常的進餐活動；二是把在餐廳進餐看作是消遣和娛樂活動。消費者對餐廳的需求實際上隱含了對情感、社交、自我實現等較高層次需求方面得到滿足。在需求已經發展到較高的層次時，價格已經不再是影響需求的主要因素。以提供高質量的服務產品為前提，餐飲業的國際化發展應走高定價的路線，這也是未來餐飲業發展的趨勢。在物質產品發展到一定階段后，非物質產品比物質產品的價值更高，升值空間更大。中國餐飲業要真正的走出去就要在無形的服務質量、品牌、環境、附加體驗等角度提升自己，而后不要妄自菲薄，我們有高定價的理由和資本，甚至可以把高定價作為一種營銷的手段，一種質量高的外在體現。

[關鍵詞]  固定價格  需求   消費群   定位

Abstract

As the service trade in a tourism part, the food and beverage industry development has the pivotal function to our country`s service trade, this article selects this angle of fixing a price to analyze the question which China walks, advocated hightlights the localization from the fixed price policy and the choice of strategy. The article hold the status that the general policy of fixing price should be the high fixed price, carries on the summary in this foundation to the food and beverage industry characteristic and fixed price strategy. secondly this article enumerate and analyze several fixed price method which is suitable ordinary for the Chinese food and beverage industry internationalization development . subsequently from the supplies and the demand two aspects explained the high fixed price necessity and  the  feasibility,and reminded the service trade marketing to be supposed to pay attention analyze own strength , the market and the competitor situation, then choose the suitable fixed price method.

[key word]   fixed price  demand  expense group  localization