柏尔森自助餐厅的客户细分及营销策略.docx

河北工业大学 毕 业 论 文 作 者： 刘维 学 号： 144180 学 部： 经济管理学部 专 业： 工商管理 题 目： 柏尔森自助餐厅的客户细分及营销策略 指导者： 李毅超 副教授 评阅者： 2016年 6 月 8 日 毕业论文中文摘要 柏尔森自助餐厅的客户细分及营销策略 摘要： 随着市场竞争的日益加剧，企业之间对于客户资源的竞争也变得愈加激烈，因此企业不得不重视客户资源，客户关系管理也因此成为企业管理的必要组成部分。我国的餐饮业发展迅速，其增长率相较其他行业高出十个百分点以上，餐饮市场已经逐渐成熟，市场竞争日益激烈。在这种市场环境下，客户关系管理的作用尤为突出，它既有利于增强顾客的购买信心，又有利于提高餐饮企业的产品质量和服务质量。本文是对廊坊市柏尔森自助烤肉餐厅的客户关系现状进行分析，根据相关理论知识及柏尔森自助餐厅的实际情况，找出其在客户细分及营销方面的问题，并提出相应的策略。 关键词：餐饮业 客户关系管理 客户细分 差异化营销 毕业论文外文摘要 Title The customer segmentation and marketing strategy of the BOERSEN cafeteria Abstract With the increasing competition in the market, competition among enterprises for customer resource has become more intense, so companies have to focus on the customer resources, customer relationship management has become an essential part of business management. With the rapid development of Chinas catering industry, there has formed an increasingly competitive market, its growth rate compared to other industries was up more than ten percentage points, the catering market has matured. In this market environment, the role of customer relationship management is particularly prominent, not only help to enhance customer confidence to buy, and it helps to improve product quality and service quality catering enterprises.This article is to analysis the present situation and problems of customer relationship of the BOERSEN cafeteria, combined with relevant theoretical knowledge and the actual situation of the BOERSEN cafeteria, finding out the problems of customer segmentation and marketing ， and putting forward the corresponding strategy. Keywords： Catering industry Customer relationship management Customer segmentation Differentiated marketing   PAGE \* MERGEFORMAT II 目 次  TOC \o 1-2 \h \z \u  HYPERLI