文档介绍：三江学院
本科毕业论文
题目浅议大娘水饺的营销策略
商学院院(系) 市场营销专业
学号 Z06042044
学生姓名黄玲玲
指导教师王惠清
起讫日期 ~
设计地点三江学院
摘要
我国的餐饮业正处于成熟阶段,餐饮业已经成为拉动内需,扩大人们消费的重要力量,而现代快餐正是餐饮业的支柱力量,但它起步较晚,目前正处于生命周期的成长期,仍在不断的借鉴和积累中,没有形成一定的体系和规模。快餐给人民群众带来的方便大家也是有目共睹的,为现代快餐业发展做出了积极的贡献。在面对如此激烈的市场竞争中,现代快餐业是如何拥有自己的管理体系与理论体系、如何拥有自己的战略策略、如何拥有自己的核心竞争力、如何被消费者认知与信赖。通过研究成功的典范,不断的积累市场经验发现存在的不足,才能跟上市场的步伐,通过完善策略,才能提高市场占有率,快餐业才能在竞争中找到更好的属于自己的发展空间。
本文论述了大娘水饺的发展过程,并对大娘水饺的营销策略进行分析和阐述,给其他快餐企业一定的借鉴和启示,为更好的发展快餐业来满足社会需求提供些许启发。
关键词:中式快餐, 大娘水饺, 营销策略
Abstract
Currently, China’s catering industry has maturely developed. It has already showed its importance in stimulating domestic demand as well as expanding the consumption, and modern fast-food industry is in its mainstay. Yet without an early start, it is still in the growing stage. Through learning and accumulating, it has not been anized or on a large scale. Fast-food brings evident convenience to people and has contributed greatly to modern fast-food industry development. Encountering the intense petition, how can it develop its own managerial and theoretical system as well as the strategies and petitiveness? How can it gain recognition and trust of the consumers? Only through the study of essful examples can it accumulate experience and find the current problems to keep pace with the market. Only through improving strategies, it can enhance the market share and find its own development opportunities in petition.
In this article, the developing process and the marketing strategies of Daniang Dumplings will be demonstrated and analyzed. To some extent, it offers experience and inspiration for fast-food industry to develop and meet the social demand.
Key words: Chinese fast-food industry, Daniang Dumplings, Marketing strategies
目录
摘要 I
Abstract II
一、前言 1
二、市场营销策略的概述 1
(一)市场营销策略的概念与内容 1
(二)市场营销策略的意义与作用 2
三、中式快餐的概述 2
(一)快餐的概念界定 2
(二)中式快餐企业的萌芽和发展 3
(三)中式快餐的现状分析 3
四、大娘水饺的营销策略及实施 5
(一)具体营销策略 5
(二)具体实施 5
(三)大娘水饺的SWOT 8
五、总结 9
致谢 10
参考文献 11
一、前言
在现代