文档介绍：龙歹疙乂殳#城南学院
CHENGNAN COLLEGE OF CSUST
毕业设计（论文）
题目：
南二环餐饮促销模式探讨
学生:
华瑶瑶
学
号， 201093250204
班
级： 1002班
专
业：市场营销
指导教师： m
2014年6月
南二环餐饮促销模式探讨
学生：
华瑶瑶
-W
学
号： 201093250204
班
级：市营1002班
所在院係）: 经济与管理二系
指导教师：华峰
完成日期：
摘要
国市场竞争伴随着国民经济的快速发展而愈发激烈，由于顾客资源的有限性，为争夺有限的市场份额，促销大战在各类企业之间愈演愈烈。另外，得益于我国居民消费水平的普遍提高，餐饮行业的发展趋势及市场规模将不断扩展。然而，以湘菜闻名遐迩的，其餐饮业所焕发出来的勃勃生机一直势不可挡。凭借着明显的环线交通优势，贯穿于市中心城区的南二环，曾被誉为“三湘美食一条街”，其餐饮行业已经步入了快速发展的轨道。
诚然，南二环餐饮业面临新发展机遇的同时，激烈的市场竞争格局也使其发展举步维艰, 考验重重。为在竞争中稳求发展，本文着重以南二环餐饮为调查研究对象，运用问卷调查、文献索引、实地调查等研究方法，对国外有关促销的研究现状进行分析并进一步了解了促销的基本理论，同时分析了南二环餐饮促销模式的现状，再者通过问卷调查形式对南二环餐饮促销影响因素进行调查。最后结合促销模式发展趋势、问卷调查结果及餐饮促销存在的问题, 对今后南二环餐饮促销模式的优化提出了几点建议与对策。
关键词：餐饮业；南二环；促销模式
THE DINING PROMOTIONAL MODE DISCUSSION OF CHANGSHA SOUTH SECOND
RING
ABSTRACT
With the rapid and stable development of national economy, competition of domes tic marke t grows more and more viole nt. In order to att rac t cos turner resources which are lim it ed, the war of prom otion is brewing bet ween companies at home and abroad. Besides, due to the increasing income of both urban and rural citizens, national restaurant industry has the trend for violent development. Changsha? s restaurant industry, which is famous for its special dish--Xiang dish, however, turns to overwhelming thriving. Besides, it has yet caught up with the highway speed of development, considering its obvious advantage of round road traffic and its second southern ring ,which cuts right through the center city and is bestowed the reputation of being “the gourmand center of Hunan province".
Admittedly,the catering industry in South Second Ring of Changsha is facing some new at the same time, the fierce competition makes it difficuIt for its development. focusing on the catering in The Second Ring ,The article uses survey、 literature、 field survey and other methods to analyze sales promotion or research status at home and abroad. By means of that,we have a further und