番寿司营销策略优化研究

番寿司营销策略优化研究(论文12000字)
[摘 要] 现如今的海南已成为国际旅游岛，游客和岛内人数的日益增多带动了海南的经济快速发展，外来餐饮在海南也呈现出不断发展和扩充的趋势。但目前在海南的餐饮市场，日本料理店的数量较少，而且海南岛与日本岛同为岛屿，饮食习惯较为相近，所以日本料理在海南就有着很大的发展潜能。通过调查，作为日本料理的一番寿司在海南的餐饮市场，特别是海口，受到了食客极大的欢迎，并有了快速的发展。然而，一番寿司想要持续稳固的发展，就要抓住餐饮服务的营销特点，学习科学、符合企业发展的营销策略，并且有效运用到平时的经营管理运作中。本文结合一番寿司实际情况，以4P理论和服务营销理论为基础，在分析了一番寿司餐饮店的发展状况和公司现状后，运用SW0T分析找出一番寿司的机会与威胁、公司现存的优势与劣势，并从4P策略、服务营销策略及所存在的问题的角度出发，提出了对一番寿司发展的相关建议，希望能帮助一番寿司扩大其知名度，从而加大一番寿司的经济效益。
[关键词] 一番寿司；4P理论；服务营销策略
 
Research on Optimization of Yi Fan Sushi Marketing Strategy

Business  Administration  Major  Liu Hui Fen
Abstract: Nowadays Hainan has become an International tourism island, where the increasing number of tourists and citizens of the island are driving the economic development rapidly of Hainan, foreign food in Hainan also presents the trend of continuous development and expansion. But nowadays, Japanese restaurants are still hold a small ratio in Hainan’s catering market. Besides, both Hainan and Japanese are islands and have similar eating habits. Therefore, Japanese food in Hainan has a big development potential. Through the investigation, as one kind of Japanese cuisine, sushi is very popular in Hainan's catering market, especially Haikou, has been greatly welcomed by the diners, and has a rapid development. However, if Yi Fan Sushi wants to keep steady and continuous development in the future, the company must learn how to seize the marketing characteristics of the food and beverage service, study scientifically, conform to the marketing strategy of enterprise development, and effectively using strategies in its usual management work. This paper combines with the practical situation of Yi Fan sushi, on the basis of the Marketing Theory of 4Ps and Service marketing strategy, and using SWOT analysis to find out some opportunities and threats of the company, existing advantages and disadvantages after analyzing the development status and company status. The paper also proposes a series of suggestions for the developing of Yi Fan sushi from the 4Ps strategy, service marketing strategy and the perspective of the existing problems, hope to be able to help Yi Fan sushi expand its popularity, so as to increase the economic benefits of Yi Fan sushi.
Key words: Yi Fan Sushi；The Marketing Theory of 4Ps；Service Marketing Strategy

目  录
1 绪论    5
1.1    研究背景    5
1.2    研究的意义及目的    5
1.2.1 研究的意义    5
1.2.2研究的目的    5
1.3 研究现状综述    6
1.3.1 国外研究现状    6
1.3.2 国内研究现状    6
1.4 主要研究内容和方法    6
1.4.1 研究内容    6
1.4.2 研究方法    7
2 理论基础    7
2.1 4P营销理论    7
2.1.1 4P营销的概念    7
2.1.2 4P营销内容    7
2.2 服务营销理论    7
2.2.1 服务营销的概念    7
2.2.2 服务营销的内容    8
3 一番寿司的现状与问题分析    8
3.1 一番寿司简介    8
3.2 一番寿司营销策略现状分析    8
3.3一番寿司的SWOT分析    9
3.3.1优势    9
3.3.2劣势    9
3.3.3机会    10
3.3.4威胁    10
3.4 一番寿司营销中存在的问题分析    10
3.4.1品牌宣传力度低    10
3.4.2产品与促销单一    11
3.4.3价格没有竞争力    11
3.4.4销售渠道狭窄    11
3.4.5员工培训较欠缺    11
4 一番寿司营销策略的优化    12
4.1 4P策略的优化    12
4.1.1产品种类拓展    12
4.1.2价格策略    12
4.1.3促销策略    13
4.1.4完善销售渠道    14
4.1.5品牌传播扩展    14
4.2一番寿司的服务营销策略优化    15
4.2.1提高企业的服务意识    15
4.2.2提高整体服务水平    15
4.2.3加强员工服务技能培训    16
结束语    17
参考文献    18
致谢    19