我国餐饮企业文化营销策略分析 毕业论文.docVIP

分类号： F27 2013 届本科生毕业论文 题目：我国餐饮企业文化营销策略研究 作 者 姓 名： 学 号： 2010120201 系(院)、专业： 经济管理学院、市场营销专业 指导教师姓名： 指导教师职称： 2013年 12月10日 Classification Code： F2013 Undergraduate Graduation Thesis (Double degree) Title: Food and Beverage Enterprise CultureMarketing Strategy Research in China Name: Xu Bin Student ID: 2010120201 Department, Specialty: Economics Management, Marketing Advisor: Wang Cui Advisor Title: Assistant(Master) December 10, 2013 摘 要 餐饮竞争是品牌的竞争也是文化的竞争。文化营销已经成为迎合消费者深层诉求,建立企业差异化优势,提高企业核心竞争力的有力手段。餐饮文化营销的构建和推广有利于保持和塑造企业长期性的，可持续发展的差异优势。因此，文化营销在餐饮营销中占有重要地位。本文以研究餐饮行业为例,阐释了餐饮企业实施文化营销的可行性和有效性,并重点探讨了其文化营销的策略选择。并根据历史餐饮文化的优缺点来分析今后餐饮文化锁走的方向以及对策进行研究。采用了实验法，查询资料法，访谈法等进行了研究。发现餐饮企业存在了很多弊端，如文化的滥用，文化缺乏真实性，文化的不科学性等。对此，我们研究出相应的对策，严格按照餐饮文化的真实性来进行经营，对文化进行专利保护等。 关键词:企业 文化营销 营销策略 餐饮文化 Abstract Catering competition is brand competition and culture competition.Go deep cultural marketing has become a cater to customers, establish the differentiation advantage of the enterprise, improve the powerful tools for the enterprise core competitiveness.Construction of food culture marketing and promotion is beneficial to maintain and shape the enterprise long-term, sustainable development difference advantage.Therefore, cultural marketing occupies an important position in the catering marketing.Based on study of catering industry as an example, this paper illustrates the feasibility and effectiveness of the implementation of cultural marketing of food and beverage enterprise, and probes into the its cultural marketing strategy choice.And according to the history of food culture to analyze the advantages and disadvantages of catering culture locked away in the future