第1章前言及目录—呷哺呷哺营销策略探讨(本科论文).docVIP

题目 呷哺呷哺营销策略探讨 学院名称 工商管理学院 专业名称 市场营销专业 学生姓名 指导教师 呷哺呷哺营销策略探讨 摘 要 民以食为天。餐饮业的出现是随着人们的需要而产生的。中国经济的稳定发展，也带动了餐饮业的蓬勃发展。其中火锅行业近几年发展最为迅猛，发展前景良好，涌现了一批优秀的火锅连锁企业。它们凭借优质的服务，先进的管理手段，受到广大消费者的青睐。呷哺呷哺是北京著名的火锅品牌。它成功的打破了中式快餐难以量化的瓶颈。到目前为止，呷哺呷哺在全国30多个城市拥有420多家直营店，已成为餐饮行业最大的吧台式涮锅连锁公司。对呷哺呷哺的营销策略进行分析总结，不仅可以把握火锅行业的发展趋势，同时也可以了解呷哺呷哺以往的成功经验，对于中小型火锅连锁企业的发展起到借鉴作用。本文通过对呷哺呷哺的发展历史、营销环境、市场定位、营销策略等多方面逐个进行分析，以期可以了解呷哺呷哺的经营与管理模式，尤其是其营销策略方面总结其经验，并深入分析其存在问题，探讨其继续发展的对策Study on the Marketing Strategy of Xiabu Xiabu ABSTRACT People regard food as their prime want. Catering industry springs up in order to meet people’s demand. Due to the stability of China’s economy, catering industry develops with great vitality. Hot-pot industry, which expands most rapidly and vigorously these years, with the vast potential for development, has many excellent chain enterprises. Relying on high-quality service and advanced operating, they find favor in numerous consumers. Xiabu Xiabu, as a famous hot-pot brand in Beijing, breaks the bottleneck of Chinese fast food by quantization successfully. So far, there are more than 420 Xiabu Xiabu direct-sale stores in over 30 cities throughout the country, which leads Xiabu Xiabu to the largest bar-counter hot-pot chain enterprises in catering industry. To analyze Xiabu Xiabu’s marketing strategy, can not only assist in grasping the developing trend of hot-pot industry, but comprehending experience of its previous success, which will be used for reference by small and medium hot-pot chain enterprises for their better development. For the sake of keeping abreast of Xiabu Xiabu’s operating and managing modes, especially of its marketing strategy, the paper carries on in many aspects, including the development history, marketing environment, marketing niche, and marketing strategy, etc.. By all mentioned above, the paper sums up its marketing experience, and analyzes problems existed deep inside, and further, probes countermeasures into its continuing development. Keywords:Xia