真功夫中式快餐营销策略的研究☆

中文摘要
一个精彩的市场营销策划可以使一个企业由寻常变成非凡、由弱小变成强大。国际市场之间竞争模式也由强力抗争阶段跨入策划制胜的时代。随着社会经济发展和人民生活水平的提高，快餐业的社会需求不断扩大。现代快餐的制售必须快捷、食用必须便利、在质量标准、服务、营养、价格的基本特征要正好满足社会的基本需求。因此，中式快餐企业要在竞争中占有一席之地，必须结合中式快餐的实际，发挥中餐的优势，建立合理的产品结构，增加绿色天然食品品种的开发，注重科学的烹饪方式，保持食物的营养，打造营养健康型快餐。
本文通过对消费者需求的研究，阐述“真功夫”如何以顾客需要为出发点，根据经验获得顾客需求量以及购买力的信息、有计划地组织各项经营活动，通过相互协调一致的产品策略、价格策略、渠道策略和促销策略，为顾客提供满意的商品和服务从而实现企业目标。对未来中式餐饮的发展有着极其重要的意义。

关键词：中式快餐、消费者需求、4P营销策略、健康

Abstract
A brilliant marketing plan can make a business from the ordinary into the extraordinary, from the weak to become strong. Competition among the international market model into the planning stage by winning a strong protest era. With the socio-economic development and people's living standards, fast-food industry, the growing social needs. The manufacture and sale of modern fast food to be fast, food must be convenient, in terms of quality standards, services, nutrition, basic characteristics of the price to just meet the community's basic needs. Therefore, the Chinese fast food enterprises to a place in the competition, the actual Chinese fast food must be combined to play the advantages of Chinese food, to establish a rational product structure,
Increase in the development of varieties of green natural foods, pay attention to science and cooking methods to keep food nutrition, nutrition and health create a type of fast food.
In this paper, the study of consumer demand, explained "kungfu" How to customer needs as a starting point, based on experience to obtain information on customer demand and purchasing power, there are plans to organize its business activities, through mutual coherent product strategy, pricing strategy, channel strategy and marketing strategy to provide customers with satisfactory products and services in order to achieve business goals. For the future development of Chinese-style dining has an extremely important significance.
     
Keywords: Chinese fast food, consumer demand, 4P marketing strategy, health

目录    36页   16000字
中文摘要 ……………………………………………………………Ⅰ
英文摘要 ……………………………………………………………Ⅱ
图目录 ………………………………………………………………Ⅲ
表目录 ………………………………………………………………Ⅳ
第一章  绪论
1.1  研究背景
1.2  研究的目的和意义
第二章  营销策略的有关理论
2.1  SWOT理论
2.2  市场营销策略
2.1.1  市场营销策略的内涵
2.2.2  制定市场营销策略的必要性
2.2.3  4P分析模式
第三章  中国快餐业现状及“真功夫”面临的机遇和挑战
3.1  中国快餐业的发展状况
3.1.1  中国快餐业的现状
3.1.2  中国快餐业的消费者需求分析
3.1.3  中国快餐业的发展趋势
3.2  “真功夫”及其面临的机遇和挑战
3.2.1  “真功夫”简介
3.2.2  “真功夫”面临的机遇和挑战
第四章  “真功夫”的市场营销策略及其分析
4.1  “真功夫”的营销策略
4.1.1  产品策略
4.1.2  价格策略
4.1.3  渠道策略
4.1.4  促销策略
4.2  “真功夫”的营销策略分析
    4.2.1  “真功夫”的营销策略成功之处
4.2.2  “真功夫”的营销策略不足之处
第五章  对“真功夫”的营销策略的建议
第六章  总结
参考文献