关于旺福快餐厅营销策略探讨

论文编号:YX183   论文字数:10132,页数:18  附任务书，开题报告，文献综述，外文翻译

 摘  要

 近年来，随着我们的不断壮大，学校学生人多逐年增加，而且由于学生的消费观念的转变，使得学校周围的餐饮业变得空前的繁荣。庞大的消费市场产生了无限商机，给投资者带来巨大的利润。本课题以旺福快餐厅为背景，对其餐厅所处的环境及营销现状的分析，通过对公司的品牌意识，服务营销等全方位的诊断，找出旺福快餐厅在发展过程中基于品牌和服务营销存在的关键问题，并提出完善旺福快餐厅营销的对策，从而找出了提高旺福的竞争力，占有更大的市场份额，创建更大的经济效益的路径。希望为旺福快餐厅的发展提供合理的发展方向和一定的参考意义。

关键词：  旺福快餐厅   营销策略   产品延伸  品牌

abstract

 In recent years, Guangdong Institute of Petrochemical Technology as we continue to grow, more people every year to increase school students, And because of changes in consumer attitudes of students, making schools around the catering industry has become unprecedented prosperity. Created a huge consumer market opportunities, bringing huge profits to investors. The topics to Wang Fu fast-food restaurant as the background, its restaurant and marketing status of the environment in which the analysis, Through the company's brand awareness, marketing a full range of diagnostic services to identify Wang Fu fast-food restaurant in the development of brand and marketing services based on key problems, And a complete set of Wang Fu fast-food restaurant marketing strategies in order to identify the improved competitiveness of Wang Fu, occupy a larger market share, The path of creating greater economic benefits. Wang Fu fast-food restaurants want to provide a reasonable development of direction and some reference.

Keywords: Wang Fu fast-food restaurant   Marketing Strategy  Product extension   Brand

目录

摘  要 I
abstract II
一、引言 1
（一）研究意义 1
（二）研究的主要内容 1
二、旺福快餐的概况及所处竞争环境分析 3
（一）旺福快餐的概况分析 3
（二）饮食行业竞争环境分析 3
（三）旺福快餐的swot分析 3
三、旺福在营销上出现的问题 5
（一）没有明确的品牌定位 5
（二） 对自身的企业文化认识不足 5
（三）产品延伸不合理 6
（四）服务人员态度怠慢 6
（五）店面及产品有形展示重视不足 7
四、旺福在营销策略的调整措施 8
（一）明确旺福的品牌定位 8
（二）加强企业的自身文化的培养 8
（三）根据企业设备及资源进行合理的产品延伸 9
（四）加强员工培训 10
（五）增设店面及产品有形展示，方便顾客认知产品 11
五、结论 12
参考文献 13
致谢 14
附件 15