關(guān)于旺�？觳蛷d營銷策略探討

論文編號:YX183   論文字?jǐn)?shù):10132,頁數(shù):18  附任務(wù)書，開題報告，文獻(xiàn)綜述，外文翻譯

 摘  要

 近年來，隨著我們的不斷壯大，學(xué)校學(xué)生人多逐年增加，而且由于學(xué)生的消費觀念的轉(zhuǎn)變，使得學(xué)校周圍的餐飲業(yè)變得空前的繁榮。龐大的消費市場產(chǎn)生了無限商機，給投資者帶來巨大的利潤。本課題以旺�？觳蛷d為背景，對其餐廳所處的環(huán)境及營銷現(xiàn)狀的分析，通過對公司的品牌意識，服務(wù)營銷等全方位的診斷，找出旺�？觳蛷d在發(fā)展過程中基于品牌和服務(wù)營銷存在的關(guān)鍵問題，并提出完善旺福快餐廳營銷的對策，從而找出了提高旺福的競爭力，占有更大的市場份額，創(chuàng)建更大的經(jīng)濟效益的路徑。希望為旺福快餐廳的發(fā)展提供合理的發(fā)展方向和一定的參考意義。

關(guān)鍵詞：  旺福快餐廳   營銷策略   產(chǎn)品延伸  品牌

abstract

 In recent years, Guangdong Institute of Petrochemical Technology as we continue to grow, more people every year to increase school students, And because of changes in consumer attitudes of students, making schools around the catering industry has become unprecedented prosperity. Created a huge consumer market opportunities, bringing huge profits to investors. The topics to Wang Fu fast-food restaurant as the background, its restaurant and marketing status of the environment in which the analysis, Through the company's brand awareness, marketing a full range of diagnostic services to identify Wang Fu fast-food restaurant in the development of brand and marketing services based on key problems, And a complete set of Wang Fu fast-food restaurant marketing strategies in order to identify the improved competitiveness of Wang Fu, occupy a larger market share, The path of creating greater economic benefits. Wang Fu fast-food restaurants want to provide a reasonable development of direction and some reference.

Keywords: Wang Fu fast-food restaurant   Marketing Strategy  Product extension   Brand

目錄

摘  要 I
abstract II
一、引言 1
（一）研究意義 1
（二）研究的主要內(nèi)容 1
二、旺�？觳偷母艣r及所處競爭環(huán)境分析 3
（一）旺福快餐的概況分析 3
（二）飲食行業(yè)競爭環(huán)境分析 3
（三）旺�？觳偷膕wot分析 3
三、旺福在營銷上出現(xiàn)的問題 5
（一）沒有明確的品牌定位 5
（二） 對自身的企業(yè)文化認(rèn)識不足 5
（三）產(chǎn)品延伸不合理 6
（四）服務(wù)人員態(tài)度怠慢 6
（五）店面及產(chǎn)品有形展示重視不足 7
四、旺福在營銷策略的調(diào)整措施 8
（一）明確旺福的品牌定位 8
（二）加強企業(yè)的自身文化的培養(yǎng) 8
（三）根據(jù)企業(yè)設(shè)備及資源進行合理的產(chǎn)品延伸 9
（四）加強員工培訓(xùn) 10
（五）增設(shè)店面及產(chǎn)品有形展示，方便顧客認(rèn)知產(chǎn)品 11
五、結(jié)論 12
參考文獻(xiàn) 13
致謝 14
附件 15