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MBA硕士毕业论文_海底捞服务营销策略优化研究DOC

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上个世纪 90 年代初,服务成为了餐饮行业市场竞争和市场营销的重要策略。 作为一门独立的营销系统,服务营销学随之被重视起来。随着对服务营销理论 的深入研究,餐饮行业的服务营销开始成为取得顾客认可、忠诚度与市场优势 的关键因素。四川海底捞餐饮股份有限公司是一家具有代表性的餐饮企业,其 服务营销在同行业中处于领先地位。2018 年,随着海底捞的上市,企业的经营 环境发生了变化,在变化的环境中,企业的服务营销策略也需要优化完善,以 此来保持企业的核心竞争力。 本文的研究内容主要包括以下四个方面,首先,本文将以上市公司海底捞 为研究对象,从理论角度结合实际情况,对企业营销的微观环境从企业本身、 供应商、营销中介、市场、竞争者和媒体公众等方面分析;对于企业营销的宏 观环境从人口环境、经济环境、技术环境、政治法律环境以及社会文化环境分 析。其次,本文将利用服务营销 7P 理论分析海底捞当前的服务产品、服务定价、 服务人员与顾客、服务渠道或网点、服务过程、服务的有形展示、服务沟通或 促销;同时提出海底捞现存的问题,产品安全隐患、人均消费过高、服务参差 不齐、用餐环境嘈杂、排队时间过长;并分析海底捞存在问题的原因,产品因 素、成本因素、人员因素、环境因素、过程因素。接着,通过对海底捞消费者 的问卷调查,分析数据,进行市场细分、目标市场选择、市场定位,基于 7P 营 销组合理论制定具有可操作性的优化方案设计,产品创新策略、定价调整策略、 环境改进策略、个性化服务策略、客户关系维护、互动营销策略。最后,提出 服务营销策略实施的保障措施,优化组织结构、完善员工激励制度、打造优秀 的营销团队、传承发扬企业文化。 通过对海底捞企业内外部营销环境的全面分析,结合企业目前的经营状况, 运用 7P 营销理论、STP 理论等,制定相应的优化设计。本文的分析有利于海底 捞企业服务营销的创新与发展,同时也对服务营销在火锅餐饮企业及国内连锁 餐饮企业中的应用提供参考作用。 关键词,餐饮企业;服务营销;海底捞;7P 营销组合II Abstract In the early 1990s, service became an important strategy in the market competition and marketing of the catering industry. As an independent marketing system, service marketing is attached importance to. With the in-depth study of service marketing theory, service marketing in the catering industry has become a key factor to gain customer recognition, loyalty and market advantage. Sichuan Haidilao catering co., ltd. is a representative catering enterprises, its service marketing in the same industry in the leading position. In 2018, with the listing of Haidilao, the business environment of the enterprise has changed. In the changing environment, the service marketing strategy of the enterprise needs to be constantly optimized and improved to maintain the core competitiveness of the enterprise. The research content of this paper mainly includes the following four aspects: firstly, this paper will take the listed company Haidilao as the research object, and analyze the micro environment of enterprise marketing from the aspects of enterprises themselves, suppliers, marketing intermediaries, markets, competitors and the media and the public from the perspective of theory and practice. The macro environment of enterprise marketing is analyzed from the aspects of population environment, economic environment, technical environment, political and legal environment and social and cultural environment. Secondly, this paper will use the 7 p service marketing theory analysis Haidilao's current service product, service, pricing, service personnel and customers, service channels or branches, the tangible demonstration of service process, service, service, communication or promotion, the existing problems and puts forward Haidilao: product safety hazard, high per capita consumption, service is uneven, the dining environment noise, waiting time is too long; And analyzes the reasons for the existing problems of Haidilao: product factors, cost factors, personnel factors, environmental factors, process factors. Then, through the Haidilao consumer questionnaire survey and analysis of data, market segmentation, target market selection, market positioning, based on the 7 p marketing mix theory to formulate operable optimization design: product innovation strategy, pricing strategy,III environment improvement strategies, personalized service strategy, customer relationship maintenance and interactive marketing strategies. Finally, put forward the safeguard measures for the implementation of service marketing planning: optimize the organizational structure, improve the employee incentive system, build an excellent marketing team, and carry forward the corporate culture. Through the comprehensive analysis of the internal and external marketing environment of Haidilao enterprise, combining with the current operating situation of the enterprise, the corresponding optimization plan is made by using 7P marketing theory, STP theory and so on. The analysis of this paper is conducive to the innovation and development of Haidilao enterprises' service marketing, and at the same time, it also provides reference for the application of service marketing in traditional hotpot catering enterprises and domestic chain catering enterprises. Key words: Catering enterprises; Service marketing; Haidilao. 7P marketing mixIV 目录 第一章 绪论...............................................................................................1 第一节 研究背景与意义...................................................................................... 1 第二节 主要研究思路与方法.............................................................................. 2 一 研究思路....................................................................................................................2 二 研究方法....................................................................................................................2 第三节 本文创新点.............................................................................................. 3 第二章 海底捞企业概况及营销环境分析............................................ 4 第一节 企业简介.................................................................................................. 4 第二节 企业营销微观环境分析.......................................................................... 5 第三节 企业营销宏观环境分析.......................................................................... 7 第三章 海底捞服务营销现状分析.......................................................10 第一节 海底捞服务营销现状............................................................................ 10 一 产品差异化小..........................................................................................................10 二 定价持续增长..........................................................................................................10 三 网点数量增加..........................................................................................................11 四 促销手段单一..........................................................................................................11 五 人员离职率低..........................................................................................................11 六 环境与时俱进..........................................................................................................12 七 过程标准执行..........................................................................................................12 第二节 海底捞服务营销存在的问题................................................................ 13 一 产品安全隐患..........................................................................................................13 二 人均消费过高..........................................................................................................14 三 服务参差不齐..........................................................................................................14 四 用餐环境嘈杂..........................................................................................................15V 五 排队时间过长..........................................................................................................16 第三节 海底捞存在问题的原因分析................................................................ 17 一 产品因素..................................................................................................................17 二 成本因素..................................................................................................................17 三 人员因素..................................................................................................................18 四 环境因素..................................................................................................................19 五 过程因素..................................................................................................................20 第四章 海底捞服务营销策略优化设计.............................................. 22 第一节 海底捞服务营销调研及战略分析........................................................ 22 一 海底捞消费者问卷调查结果..................................................................................22 二 市场细分..................................................................................................................23 三 目标市场选择..........................................................................................................24 四 市场定位..................................................................................................................24 第二节 海底捞服务营销策略优化方案............................................................ 24 一 产品创新策略..........................................................................................................25 二 定价调整策略..........................................................................................................27 三 环境改进策略..........................................................................................................27 四 个性化服务策略......................................................................................................28 五 客户关系维护..........................................................................................................30 六 互动营销策略..........................................................................................................30 第五章 海底捞服务营销策略实施保障措施........................................ 32 第一节 优化组织结构........................................................................................ 32 一 优化原则..................................................................................................................32 二 优化前提..................................................................................................................32 第二节 完善员工激励制度.............................................................................. 33 一 绩效评价体系科学化..............................................................................................33 二 激励手段多元化......................................................................................................33VI 三 差别化实施奖惩措施..............................................................................................34 第三节 打造优秀的营销团队............................................................................ 34 一 保持人性化的管理理念..........................................................................................34 二 加大人力资源投资..................................................................................................35 三 提升团队的执行力..................................................................................................35 第四节 传承发扬企业文化................................................................................ 36 一 家文化的传承..........................................................................................................36 二 培养创新文化..........................................................................................................36 第六章 结论与展望.................................................................................37 第一节 结论........................................................................................................ 37 第二节 展望........................................................................................................ 38 主要