肯德基北京有限公司服务营销策略研究.pdfVIP

肯德基北京有限公司服务营销策略研究 摘 要 中国人的老话是民以食为天，中国人口众多，“吃”是中国人生活中重要的 一部分。在现代经济发展的北京，生活节奏非常快，为了适应这种快节奏的生活， 快餐行业在其中扮演了重要的角色。众多国际快餐看准了中国市场这块大蛋糕， 各大快餐企业纷纷抢滩中国。然而快餐业中的佼佼者肯德基公司为什么能脱颖而 出，这不由得让我们深思。服务营销的重要性日益突出，只有质优并服务到位的 产品才能吸引众多消费者的眼球。 肯德基自 1987 年在北京前门开了中国第一家餐厅后，至今已经获得了巨大 的成功，其产品也普遍被大家所接受。在竞争激烈的市场中，肯德基一直保持着 很强的竞争力。 本文对服务营销的概念及开展服务营销的必要性进行阐述,对开展服务营销 面临的问题进行分析,针对服务营销的问题提出了一些对策,希望对开展服务营 销的企业有一点启示。 关键词：服务营销，肯德基，营销组合 肯德基北京有限公司服务营销策略研究 Abstract Chineses proverb is the food is what matters to the people, China large population, “eats” is the Chinese lives an important part. In modern economic developments Beijing, the rhythm of life is quick, to adapt this kind of quick rhythm life, fast-food profession has played the important role. The numerous international fast-foods have settled on Chinese market this big cake, each big fast-food enterprise hastens to ground China in abundance. Why however in can fast food industry outstanding person KFC Corporation fully expose talent, this cannot help but lets us think deeply. The service marketings importance is day by day prominent, only then the nature superior and serves the arriving the product to be able to attract the numerous consumers eyeballs. The KFC from 1987 has opened the Chinese first dining room after Beijing front door, until now had already obtained the huge success, its product generally is also accepted by everybody. In the competition intense market, KFC has been maintaining the very strong competitive power. This article to serves the marketing the concept and the development service marketing necessity carries on the elaboration, to develops the question