团餐行业作为餐饮行业的一个重要组成部分，近几年发展势头迅猛，被消费者以 及餐饮业内人士普遍看好。它虽有着很大的发展潜力，但也同样面临着艰巨的挑战。 一方面现在的消费者对于餐饮需求更加多样性，没有办法兼顾每一个消费者的需求； 另一方面团餐行业准入条件低竞争激烈，团餐企业难以取得竞争优势扩大规模。鉴于 此情况，完善和优化自身的市场营销策略，是团餐企业吸引更多消费者并在激烈的市 场竞争中取得优势的关键。 WDD 餐饮管理有限公司成立于 2001 年，主要从事企事业单位食堂的团体供餐和 集中配餐，发展至今已具有一定的规模。本文确定它为研究对象，以 STP 理论、7Ps 营销理论为基础，通过文献收集、问卷调查收集 WDD 餐饮管理有限公司的资料。进行 宏观环境分析、SWOT 分析、顾客分析，找出公司存在市场定位不清、食品安全欠佳、 营销渠道单一、员工服务意识薄弱、有形展示欠缺等问题，需要进行营销策略的优化。 在具体的优化方案中，提出首先对目标市场进行重新定位与优化，其次从产品、 价格、渠道、促销、人员、过程（消费者管理流程）、有形展示七种不同角度进行策 略的改进优化。为确保优化后的市场营销策略可以顺利实施，还应建立适合自身的企 业文化、对资金精打细算、不断健全现有的管理制度、引用先进的科学技术与系统， 以此来进行企业文化保障、财务保障、组织保障、技术保障。 综合分析来讲，充分利用现有的资源，将市场营销相关理论与 WDD 餐饮管理有限 公司的实际情况相结合，用科学的理论来指导公司进行具体的经营管理，给公司更好 的发展、带来更多的收益的同时，也可以为其他团餐企业如何发展提供宝贵的经验。 关键词：WDD；团餐；7Ps 营销理论WDD 餐饮管理有限公司的市场营销策略优化研究 I ABSTRACT Group meal industry, as an important part of the catering industry, develops rapidly in recent years, and is generally favored by consumers and people in the catering industry.Although it has great potential for development, it also faces daunting challenges.On the one hand, the current consumers have more diversified demands for catering, so it is impossible to take into account the needs of every consumer.On the other hand, the group meal industry access conditions are low and fierce competition, group meal enterprises are difficult to obtain competitive advantage to expand the scale.In view of this situation, improving and optimizing the current marketing strategy is the key for group meal enterprises to attract more consumers and gain an advantage in the fierce market competition. WDD Catering Management Co.,LTD was established in 2001, Mainly engaged in enterprises and institutions canteen for group meals and centralized catering.Up to now, it has been developed on a certain scale.This paper determines it as the research object, based on STP theory and 7Ps marketing theory.Data of WDD Catering Management Co., LTD were collected through relevant literature data and questionnaire method.Conduct macro environment analysis,customer analysis and SWOT analysis.Find out the company's problems such as unclear market positioning, poor food safety, single marketing channels, weak service awareness of employees and lack of tangible display.The optimization of marketing strategy is needed. In the specific optimization scheme, it is proposed to reposition and optimize the target market first, and then improve and optimize the strategy from seven different perspectives, including product, price, channel, promotion, personnel, process (consumer management process) and tangible display.In order to ensure the smooth implementation of the optimized marketing strategy, it is also necessary to establish a suitable corporate culture, make careful calculation of funds, constantly improve the existing management system, and introduce advanced science and technology and system, so as to guarantee the corporate culture, financial security, organizational security and technical security. Comprehensive analysis, make full use of existing resources, the market marketing related theory and the actual situation of WDD catering management co.,LTD., combining with scientific theory to guide the company in the specific operation and management, better development, bring more benefits for company at the same time, also can provide摘要 II other group meal enterprise how to develop with valuable experience. KEYWORDS: WDD; Group meals; 7Ps marketing theoryWDD 餐饮管理有限公司的市场营销策略优化研究 1 目 录 第一章 绪论.................................................................................................... 1 第一节 选题背景............................................................................................................1 第二节 研究目的与意义................................................................................................2 一、研究目的................................................................................................................2 二、研究意义................................................................................................................2 第三节 国内外研究现状................................................................................................3 一、国外研究综述........................................................................................................3 二、国内研究现状........................................................................................................4 第四节 研究的整体内容和方法......................................................................................4 一、研究方法和工具....................................................................................................4 二、研究内容和技术路线图........................................................................................5 第二章 相关概念及理论................................................................................7 第一节 团餐的相关概念................................................................................................7 一、团餐的基本定义....................................................................................................7 二、团餐的发展历程....................................................................................................7 三、团餐的发展趋势....................................................................................................8 第二节 市场营销的相关理论........................................................................................9 一、STP 理论.................................................................................................................9 二、7Ps 服务营销组合理论.......................................................................................10 第三章 WDD 的营销环境与问题分析...........................................................12 第一节 WDD 概况...........................................................................................................12 一、公司基本情况......................................................................................................12 二、公司经营服务理念..............................................................................................12 三、公司经营优势......................................................................................................12 四、公司营销策略......................................................................................................12 第二节 宏观环境分析..................................................................................................13目录 2 一、政治环境分析......................................................................................................14 二、经济环境分析......................................................................................................16 三、社会环境分析......................................................................................................16 四、技术环境分析......................................................................................................17 第三节 SWOT 分析.........................................................................................................17 一、优势分析..............................................................................................................18 二、劣势分析..............................................................................................................18 三、机会分析..............................................................................................................18 四、威胁分析..............................................................................................................19 第四节 顾客分析..........................................................................................................19 一、顾客分析的目的..................................................................................................19 二、顾客分析的方式..................................................................................................20 三、顾客分析的结果..................................................................................................20 第五节 WDD 问题综合分析...........................................................................................22 一、市场定位不清......................................................................................................22 二、食品安全欠佳......................................................................................................22 三、营销渠道单一......................................................................................................22 四、员工服务意识薄弱..............................................................................................22 五、有形展示欠缺......................................................................................................22 第四章 WDD 市场营销的优化与保障...........................................................24 第一节 目标市场的优化..............................................................................................24 一、主要市场细分......................................................................................................24 二、目标市场的选择..................................................................................................25 三、目标市场的定位..................................................................................................25 第二节 WDD 营销组合策略的选择与优化...................................................................26 一、产品策略优化......................................................................................................26 二、价格策略优化......................................................................................................26 三、渠道策略优化......................................................................................................27 四、促销策略优化......................................................................................................28 五、人员策略优化......................................................................................................29 六、过程策略优化......................................................................................................31WDD 餐饮管理有限公司的市场营销策略优化研究 3 七、有形展示策略优化..............................................................................................31 第三节 WDD 营销策略实施的保障...............................................................................32 一、企业文化保障......................................................................................................32 二、财务保障..............................................................................................................32 三、组织保障..............................................................................................................33 四、技术保障..............................................................................................................33 第五章 结论和不足......................................................................................35 第一节 结论..................................................................................................................35 第二节 不足..................................................................................................................35