摘要
摘要
随着经济的快速发展，很多餐饮企业都形成了一个共识，那就是服务营销
在餐饮企业未来的发展中将会扮演更加重要的角色，如何才能有效地实施服务
营销却是所有企业的一个难题。餐饮企业作为新时代推动经济发展的重要力量，
在疫情环境下，企业增支减支及现金流等方面都面临着很大的压力，随着餐饮
市场日渐激烈的竞争形势，这都导致餐饮行业的发展日趋艰难，为此，提高企
业的服务营销能力，让顾客在享受良好服务的同时提高对企业的满意度，进而
强化顾客忠诚度，这已经是无法回避的问题。在这样的环境下，Y餐饮企业想
要脱颖而出，那就需要在服务营销上加大创新，通过实现客户的多样化需求来
实现企业的发展。
本文以 Y餐饮企业服务营销策略为题展开研究。Y餐饮企业在火锅餐饮行
业中已有 10余年的发展历史，与其他餐饮企业一样，其发展也面临着一定的瓶
颈。为了更好地了解企业存在的实际问题，本文首先通过问卷调查、访谈和网
络评价了解 Y餐饮企业服务营销的实际情况，并从消费者对 Y餐饮企业服务满
意度评分较高和较低的因素进行分析，从中发现 Y餐饮企业服务营销存在的 5
个具体问题：一是菜品存在同质化现象，二是人均消费相对偏高，三是营销渠
道开发不足，四是个性化服务有待完善，五是服务环境缺少情境设计。在发现
5个具体问题的基础上，进一步分析了这些问题产生的原因。其次，从消费者
人口特征、消费目的以及地理位置对 Y餐饮企业的目标市场进行细分，由此选
择目标客户，最终，将目标市场定位于服务对象以中高端消费群体为主，服务
营销以全过程服务为主。再次，根据 Y餐饮企业服务营销的问题及原因分析，
明确选择 7Ps理论，并将服务营销策略集中于三点：第一，菜单适应客户口味
变化；第二，稳定线上及线下营销渠道，灵活使用网络；第三，以服务价格差
异化提升用餐体验及服务水平。最后，结合营销策略的具体方案提出了与之匹
配的保障措施。在服务保障方面，要健全数据服务支持和增强服务营销信息化
管理。在技术保障方面，引入现代信息管理系统，通过线上平台开展工作。在
管理保障方面，完善服务营销管理规章制度并提升管理人员的管理理念。
关键词：餐饮企业；服务营销；营销策略
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ABSTRACT
ABSTRACT
With the rapid development of the economy, many catering enterprises have
formed a consensus that service marketing will play a more important role in the
future development of catering enterprises. How to effectively implement service
marketing is a difficult problem for all enterprises. As an important force in
promoting economic development in the new era, catering enterprises are facing
great pressure in terms of increasing or reducing expenditure and cash flow in the
epidemic environment. With the increasingly fierce competition in the catering
market, the development of the catering industry has become increasingly difficult.
For this reason, it is an unavoidable problem to improve the service marketing ability
of enterprises, so that customers can enjoy good service while improving their
satisfaction with the enterprise, thereby strengthening customer loyalty. In such an
environment, if Y, a catering company, wants to stand out, it needs to increase
innovation in service marketing, and realizes the development of enterprises by
realizing the diversified needs of customers.
This paper starts the research on the service marketing strategy of Y catering
enterprise. Y catering company has been in the hotpot catering industry for more
than 10 years. Like other catering companies, its development is also facing certain
bottlenecks. In order to better understand the actual problems of the company, this
paper firstly understands the actualsituation of Y catering enterprise service
marketing through questionnaires, interviews and online evaluation, and analyzes the
factors of higher and lower consumer satisfaction with Y catering enterprise service.
Through analysis, we found five specific problems in the service marketing of Y
catering enterprises: first, there is a phenomenon of homogenization of dishes;
second, per capita consumptionis relatively high; third, thedevelopment of
marketing channels is insufficient; fourth, personalized services need to be improved;
fifth, it is the service environment that lacks contextual design. On the basis of
finding 5 specific problems, the reasons for these problems are further analyzed.
Secondly, we segment the target market of Y catering company from the
characteristics of consumer demographics, consumption purposes and geographical
location, so as to select target customers, and finally, position the target market in the
II
ABSTRACT
middle and high-end consumer groups, and base the service marketing on the whole
process service. Thirdly, according to the analysis of the problems and causes of
service marketing of Y catering enterprises, the 7Ps theory is clearly selected, and
the service marketing strategy is focused on three points: first, the menu adapts to
the change of customer tastes; second, stabilize the online and offline marketing
channels and use the network flexibly; third, improve the dining experience and
service level through service price differentiation.Finally, combined with the
specific scheme of marketing strategy, the corresponding safeguard measures are put
forward. In terms of service guarantee, it is necessary to improve data service
support and enhance service marketing informationmanagement. In terms of
technical support, a modern information management system is introduced, and
work is carried out through an online platform. In terms of management guarantee,
the service marketing management rules and regulations should be improved, and
the managers’ concepts of management should be enhanced.
Key Words: Catering company; service marketing; marketing strategy
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