市场营销-深圳市日式快餐的消费偏好调查论文.docxVIP

深圳市日式快餐的消费偏好调查 【摘要】 自改革开放以来，我国城市化与工业化迎来快速发展，各大城市吸纳了大量的劳动人口，为餐饮的新业态——快餐行业，提供了巨大的市场需求和发展机会。日式快餐作为新兴的快餐品类也在不断发展。部分企业为了提高竞争力，更好地迎合消费者偏好和需求，正在逐渐改变自身的产品结构和营销战略。因此，消费者的偏好研究具有重要意义。 目前针对快餐行业的消费偏好调查非常少，日式快餐企业在推出产品和制定营销策略时，缺乏市场数据参考。针对这一问题，本论文主要研究日式快餐的消费偏好，帮助企业制定出消费者认可接受的营销策略，带动企业的产品销售。 本文首先定义日式快餐的概念，根据消费者购买偏好理论，分析并总结消费者在购买日式快餐的各种因素，运用问卷调查法，对调查数据进行搜集。接下来，对数据进行统计分析，研究和分析消费者购买偏好的共同性和特征。最后利用市场营销理论，以消费者对日式快餐的消费偏好为基础，对日式快餐企业的发展战略和方向提出一些建议。 【关键词】 快餐；消费者偏好；共同性 Survey on Consumption Preference of Japanese-style fast food in Shenzhen [Abstract] Since the reform and opening up, Chinas rapid economic growth, urbanization and industrialization of the rapid development of the major cities to absorb a large number of labor force, as a new form of food industry ——fast food industry, provide a huge market demand and development opportunities. Japanese fast food as a new category of fast food is also constantly developing. Therefore, the Study of consumer preferences is of great significance. At present, the survey of consumption preference in fast food industry is very few, and Japanese fast food enterprises lack of market data reference when they launch products and formulate marketing strategies. In view of this problem, this paper mainly studies the consumption preference of Japanese fast food. This paper first defines the concept of fast food and japanese-style fast food. According to the theory, analyzes the factors that consumers and design the corresponding questionnaire, collecting survey data. Next, carry on the statistical analysis to the actual data, analyze the difference of consumers purchase preference. Finally, some suggestions on the development strategy and direction of japanese-style fast food enterprises are put forward. [Keywords] Fast food Consumption Preference Commonality 目 录 TOC \o 1-3 \h \z \u 1 论文概述 1 1.1 选题背景 1 1.2 研究意义 2 1.3 研究方法 2 1.3.1 文献研究法 2 1.3.2 问卷调查法 2 1.3.3 桌面研究法 2 1.4 研究内容与创新点 3 1.4.1 研究内容 3 1.4.2 创新点 3 2 文献综述