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摘要
随着我国经济的迅速发展，消费者的物质、文化、生活水平不断提高，生活
节奏也逐渐加快，伴随着这一系列的变化，快餐业迅速崛起，尤其是中式快餐渐
渐成为快餐连锁业的重要组成部分。但随着人们对高质量的物质文化生活的追崇，
对服务业的服务质量要求也越来越高，而快餐行业作为餐饮服务业中的重要组成
部分，提高其服务质量是现在经营者为企业能够在众多经营者中脱颖而出所思考
的重要方面。作为内蒙古地区中式快餐连锁的一个企业，马家私房面于2008年在
包头市成立，随后发展迅速，2014年开展跨区域连锁经营，在随后的10年时间收
益突破亿元。本文将介绍马家私房面在众多发展历史悠久、营销经验丰富的连锁
餐饮企业中，如何在竞争激烈的环境下成功运作，如何赢取了消费者的信赖和喜
爱。面对市场环境的变化和市场竞争的激烈，我们也将分析马家私房面在服务营
销方面应该做出怎样的调整与改进，牢牢抓住消费者的眼球，在众多竞争者中站
稳脚跟
本文首先从实践的角度出发，运用PEST分析方法，对马家私房面所处的政治、
经济、社会和技术环境进行了综合分析。随后运用SWOT分析方法，找出了马家
私房面经营中存在的优势、劣势，挖掘机遇与挑战，为企业未来的战略选择打好
基础。同时，本文运用STP战略分析，对马家私房面进行了详细的市场细分，明
确企业的市场目标，锁定企业适合的消费者人群。最后，文章结合7Ps服务营销
组合分析，从产品、价格、分销、促销、人员、有形展示和过程的角度对马家私
房面进行了营销策略分析，结合市场调查问卷的反馈情况，我们提出了有适合马
家私房面的营销策略改进建议，为其企业竞争力做出相关方面的指导
关键词：中式快餐，马家私房面，服务营销策略
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Abstract
With the rapid development of the national economy, people's living standards are
constantly improving, the pace of life is also accelerating, the fast food industry is rising
rapidly, especially Chinese fast food has gradually become an important part of the fast
food chain industry. However, with the increasing pursuit of material and cultural life,
the service quality of the service industry is becoming more and more demanding, and
the fast food industry as an important part of the catering service industry, to improve
the quality of its service is an important aspect for pesent business operators to consider
for them to be able to stand out from numerous others. As a typical successful case of
Chinese fast food chain in Inner Mongolia, MaJia Private Noodle was established in
2008, and then developed rapidly. In 2014, its cross-regional chain operation was
launched, and in the following ten years, the income exceeded 100 million yuan and its
investment in overseas markets is already under way. This article will introduce MaJia
Private Noodle how to successfully operate in the competitive environment and how to
win the trust and the love of consumers among many chain catering enterprises with
long development history and rich marketing experience. Facing the change of the
market environment and fierce market competition, we will also analyze what kind of
adjustment and improvement MaJia Private Noodle should make in the service
marketing to catch the eyeballs of consumesr and stand firmly among many
competitors.
This paper first from the point of view of business practice, with PEST analysis
method to comprehensively analyze MaJia Private Noodle operation strategy, its own
development conditions and the external environment. And with SWOT to analyzes the
advantages and disadvantages of MaJia Private Noodle in operation, and makes a
targeted strategic diagnose, and detailed risk prevention measurements. At the same
time, using the STP strategy analysis, this article carries on detailed market
segmentation to MaJia Private Noodle, clarifies its market goal, locks the suitable
consumer crowd, combined with 7Ps service marketing mix analysis,to analyze its
marketing strategy from aspects of product, price, distribution, promotion, personnel,
tangible display and process, and with the feedback of market questionnaire, we put
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forwardimprovement suggestions to its marketing strategy as the guidance suitable
for MaJia Private Noodle, to improve its competitiveness.
Key words: Chinese fast food, MaJia Private Noodle, service marketing strategy。