餐饮促销模式探讨（精选文档）

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　 CHENGNAN

　 COLLEGE

　 OF

　 CSUST

　毕业设计（论文）

　题目：

　：

　长沙南二环餐饮促销模式探讨

　 学生姓名：

　华瑶瑶

　学

　号：

　201093250204 班

　级 :

　 1002 班 班

　专

　业：

　市场营销

　指导教师：

　杨华峰

　 4 2014 年

　6 月

　 长沙南二环餐饮促销模式探讨

　学生姓名：

　：

　华瑶瑶

　 学

　 号：

　201093250204

　班

　 级：

　市营 1002 班

　所在院 ( 系):

　经济与管理二系

　 指导教师：

　：

　 杨华峰

　 完成日期:

　 摘要

　国内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，以湘菜闻名遐迩的长沙，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，贯穿于长沙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，长沙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，对国内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长沙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，对今后长沙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；长沙南二环；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 domestic market grows more and more violent. In order to attract costumer resources which are limited, the war of promotion is brewing between 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 opportunities.But at the same time, the fierce competition makes it difficult 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 understanding of the basic theory of marketing.and then we analyze the current situation of economy restaurant promotion pattern.Besides,we investigate the influencing factors of sales promotion by survey.Finally, we combine the trend of promotion mode with the results of the questionnaire.At last we put forward some suggestions and measures for optimizing the catering promotion pattern in South Second Ring of Changsha in future.

　Key

　words: restaurant

　industry； The South Second Ring in Changsha； Promotional mode

　目录

　摘要 .........................................................................................................................................

　 ABSTRACT ............................................................................................................................

　 1 绪论 ...................................................................................................................................0 1.1 研究背景与意义 ...................................................................................................0 1.2 国内外研究现状分析 ...........................................................................................1 1.2.1 国内文献研究现状 ............................................................................................1 1.2.2 国外文献研究现状 ....................................................................................2 1.2.3 研究现状评述 ............................................................................................3 1.3 论文研究的主要内容 ...........................................................................................3 1.3.1 论文研究框架 ............................................................................................3 1.3.2 研究主要内容 ............................................................................................4 1.4 论文的研究方法 ...................................................................................................5 2 促销基本理论 ...................................................................................................................6 2.1 体验促销理论 .......................................................................................................6 2.2 推销方格理论 .......................................................................................................7 2.2.1 推销员方格 ................................................................................................7 2.2.2 顾客方格 ....................................................................................................8 2.2.3 推销人员方格与顾客方格的关系 ...........................................................9 3 长沙南二环餐饮促销模式现状分析 ........................................................................... 10 3.1 基本情况分析 .................................................................................................... 10 3.1.1 促销策略繁多但缺乏创意 ..................................................................... 11 3.1.2 经济型餐馆为主，装修风格简朴 ........................................................ 11 3.1.3 节日促销活动繁多，促销团队不专业 ................................................ 12 3.2.4 促销广告发布渠道传统单一................................................................. 12

　 3.2 存在的主要问题 ................................................................................................ 12 3.2.1 促销模式同质化 ..................................................................................... 12 3.2.2 消费者对促销信息感知不足................................................................. 13 3.2.3 过于强调促销，未能做好配套服务 .................................................... 13 3.3 问题原因分析 .................................................................................................... 13 3.3.1 思维模式及资源同质化 ......................................................................... 13 3.3.2 未能开拓高效的促销宣传渠道 ............................................................ 14 4 长沙南二环餐饮促销影响因素调查 ........................................................................... 15 4.1 调查背景及目的 ................................................................................................. 15 4.2 问卷设计与调查 ................................................................................................ 15 4.2.1 问卷设计 ................................................................................................. 15 4.2.2 调查实施 ................................................................................................. 15 4.3 问卷调查数据分析 ............................................................................................ 16 4.3.1 调查对象的基本情况分析 ...................................................................... 16 4.3.2 需求频率分析 .......................................................................................... 18 4.3.3 需求动机分析 .......................................................................................... 19 4.3.4 需求偏好分析 .......................................................................................... 19 4.3.5 需求信息分析 .......................................................................................... 20 4.3.6 需求评价分析 .......................................................................................... 20 5 优化南二环餐饮促销模式的对策建议 ....................................................................... 22 5.1 突破南二环餐饮促销模式的同质化 ............................................................... 22 5.1.1 采用双向延伸的价格策略避免同质化 ................................................ 22 5.1.2 采取促销联合避免同质化 ..................................................................... 22 5.2 利用网络拓宽促销信息宣传渠道 .................................................................... 23 5.3 优化就餐环境，突出氛围主题 ........................................................................ 23 6 结论 ................................................................................................................................ 25 参考文献 ............................................................................................................................ 26

　 致谢 .................................................................................................................................... 27 附录 A

　典型餐饮企业调查问卷 ................................................................................... 28 附录 B

　南二环餐饮营销策略调查问卷 ....................................................................... 30

　 长沙南二环餐饮促销模式探讨

　第 0 页 共 35 页

　1 绪论

　 1.1 研究背景与意义

　 1.1.1 研究背景 近年来，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。在国民经济稳定增长的拉动过程中，第三产业中的餐饮行业占据着举足轻重的地位。据《餐饮蓝皮书》相关资料数据显示，我国餐饮业全年零售额曾以高达 1540...

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