鞍山雍华园市场营销策略研究
摘要
餐饮业是一个与人们生活息息相关的行业，随着经济的发展，整个社会物质生活水平的不断提高，行业的竞争在逐步加剧。鞍山雍华园是一家成立不到一年的餐饮企业，它以经营各地的风味小吃为主要特色，同时兼具快餐业的一些特点。作为一个新成立的餐饮店，雍华园的经营环境十分严峻，自身的问题还很多，管理上的欠缺与不足，营销手段单一不力，面临的竞争环境激烈，这些都是制约生存与发展的重要因素，想要在激烈的竞争中脱颖而出，需要利用现代营销的理念和手段来进行经营管理和营业推广，合理可行的营销方案必将增强本店的竞争能力，提高经营的水平和业绩。
本文从分析雍华园成立以后所面临的各种问题入手，通过对雍华园的宏观环境、区域环境、需求状况、竞争状况及雍华园的现状及未来走势进行分析和研究，确定了雍华园的目标客户群体，确立市场定位。最后文章运用4Ps营销理论，制定一套完善可行的营销计划，并以此为根据来推广实施。这些研究，一方面为雍华园的营销活动提供指导，另一方面也希望能为本行业的营销管理提供一些借鉴和启发。
The catering trade is a trade that is closely bound up with people's life, with the development of economy, the constant improvement of the whole social living standard, the competition of the trade is being aggravated progress . AnShan harmony China garden whether one establish less than food and beverage enterprise for one year, it regards dealing in the local delicacies of all parts as the main characteristic , have some characteristics of fast food concurrently at the same time. As a food and beverage shop established newly, the management environment of the garden of China of the harmony is very severe , one' s own problem still a lot of, a managerial one deficient and not insufficient, marketing means single to do one's best, the competitive environment faced is fierce, all these are important factors of restricting survival and development, want to show one's talent in keen competition , need to make use of idea and means of modern marketing to carry on management and administration and open to popula
rize , the marketing scheme rational to be feasible will strengthen the competitive power of this shop , will improve level and achievement managed competition state and current situation of shop this and analysis that tendency analyse study future, the goal customer' s colony of the ones that have confirmed the garden of China of the harmony, has established the market orientation of this shop, the article uses 4Ps marketing theory finally, the principal contradiction exists while managing to find out, especially deficient and not enoughing in marketing, in a situation that feasibility is stronger, research and propose the solution of marketing through the investigation. Make first perfect feasible marketing plan , and take this as a foundation to popularize implementing. The research, on one hand offer guidance for marketing activity of the garden of China of the harmony, on the other hand, hope to offer some reference for marketing management of this trade and inspire too.
本文从分析雍华园成立以后所面临的各种问题入手，通过对雍华园的宏观环境、区域环境、需求状况、竞争状况及雍华园的现状及未来走势进行分析和研究，确定了雍华园的目标客户群体，确立市场定位。最后文章运用4Ps营销理论，制定一套完善可行的营销计划，并以此为根据来推广实施。这些研究，一方面为雍华园的营销活动提供指导，另一方面也希望能为本行业的营销管理提供一些借鉴和启发。
The catering trade is a trade that is closely bound up with people's life, with the development of economy, the constant improvement of the whole social living standard, the competition of the trade is being aggravated progress . AnShan harmony China garden whether one establish less than food and beverage enterprise for one year, it regards dealing in the local delicacies of all parts as the main characteristic , have some characteristics of fast food concurrently at the same time. As a food and beverage shop established newly, the management environment of the garden of China of the harmony is very severe , one' s own problem still a lot of, a managerial one deficient and not insufficient, marketing means single to do one's best, the competitive environment faced is fierce, all these are important factors of restricting survival and development, want to show one's talent in keen competition , need to make use of idea and means of modern marketing to carry on management and administration and open to popula
rize , the marketing scheme rational to be feasible will strengthen the competitive power of this shop , will improve level and achievement managed competition state and current situation of shop this and analysis that tendency analyse study future, the goal customer' s colony of the ones that have confirmed the garden of China of the harmony, has established the market orientation of this shop, the article uses 4Ps marketing theory finally, the principal contradiction exists while managing to find out, especially deficient and not enoughing in marketing, in a situation that feasibility is stronger, research and propose the solution of marketing through the investigation. Make first perfect feasible marketing plan , and take this as a foundation to popularize implementing. The research, on one hand offer guidance for marketing activity of the garden of China of the harmony, on the other hand, hope to offer some reference for marketing management of this trade and inspire too.
引文
[1]李弘，董大海．市场营销学(第三版)．大连：大连理工大学出版社，2001：10-242．
[2][美]菲利普 科特勒．梅清豪等译．营销管理(第十版)．北京：中国人民大学出版社，2001：307-723．
[3]王方华，黄沛．市场营销管理．上海：上海交通大学出版社，1999：5-96．
[4]涂永式．WTO与餐饮营销．湖北：湖北人民出版社，2001：32-237．
[5]冯俊．现代快餐经营管理．北京：中国轻工业出版社，2001：17-20 41-96．
[6]唐豪．市场分析与营销策划(第二版)．上海：财经大学出版社，2001．11：18-55．
[7][美] 里斯特劳斯著．王恩冕，王少蔚译．定位．北京：中国财政经济出版社， 2002：88-110．
[8]李小勤．市场调查的理论与实务(第三版)．广东：暨南大学出版社，2001：75-79．
[9]时涵蕴．餐馆管理．天津：南开大学出版社，1993：125-129．
[10]黄文波，赖剑飞．餐饮营销企业管理．北京：轻工业出版社，1999：103-110
[11]梅清豪．市场战略与规划．上海：上海人民出版社，2002：24-72．
[12]蔡万坤．餐饮管理．北京：高等教育出版社，2002：1-3．
[13]张忠．首届中国杰出营销奖案例精选．北京：机械工业出版社，2003：52-129．
[14]周良淳，匡家庆．酒店营销计划编制．沈阳：辽宁科学技术出版社，2001：3-35．
[15]陈小军．中小餐厅经营管理200问．北京：中国轻工业出版社，2001：8—10，88．
[16]陈觉，何贤满．餐饮管理经典案例及点评．沈阳：辽宁科学技术出版社，200313-215
[17]光明，冯俊．麦当劳操作与训练手册．沈阳．辽宁科学技术出版社，2003：67．
[18]Louis W.Stern/Adel I.EL-Ansary/AnneT.Coughlan Marketing Channel 5th Edition Prentice. Hall ,Lnc Carl Mc Daniel, Jr Roger Gates Ccontemporary Marketing Research 7th Edition China Machine Press2000.
[19]Dell. Hawkins RogerJ.Best Kenneth A .Coney Consumer Behavior Building Marketing Strategy 7th Edition China Machine Press2000.
[20]Effetive Marketing:Creating and Keeping customers in an e-commrce World.
[2][美]菲利普 科特勒．梅清豪等译．营销管理(第十版)．北京：中国人民大学出版社，2001：307-723．
[3]王方华，黄沛．市场营销管理．上海：上海交通大学出版社，1999：5-96．
[4]涂永式．WTO与餐饮营销．湖北：湖北人民出版社，2001：32-237．
[5]冯俊．现代快餐经营管理．北京：中国轻工业出版社，2001：17-20 41-96．
[6]唐豪．市场分析与营销策划(第二版)．上海：财经大学出版社，2001．11：18-55．
[7][美] 里斯特劳斯著．王恩冕，王少蔚译．定位．北京：中国财政经济出版社， 2002：88-110．
[8]李小勤．市场调查的理论与实务(第三版)．广东：暨南大学出版社，2001：75-79．
[9]时涵蕴．餐馆管理．天津：南开大学出版社，1993：125-129．
[10]黄文波，赖剑飞．餐饮营销企业管理．北京：轻工业出版社，1999：103-110
[11]梅清豪．市场战略与规划．上海：上海人民出版社，2002：24-72．
[12]蔡万坤．餐饮管理．北京：高等教育出版社，2002：1-3．
[13]张忠．首届中国杰出营销奖案例精选．北京：机械工业出版社，2003：52-129．
[14]周良淳，匡家庆．酒店营销计划编制．沈阳：辽宁科学技术出版社，2001：3-35．
[15]陈小军．中小餐厅经营管理200问．北京：中国轻工业出版社，2001：8—10，88．
[16]陈觉，何贤满．餐饮管理经典案例及点评．沈阳：辽宁科学技术出版社，200313-215
[17]光明，冯俊．麦当劳操作与训练手册．沈阳．辽宁科学技术出版社，2003：67．
[18]Louis W.Stern/Adel I.EL-Ansary/AnneT.Coughlan Marketing Channel 5th Edition Prentice. Hall ,Lnc Carl Mc Daniel, Jr Roger Gates Ccontemporary Marketing Research 7th Edition China Machine Press2000.
[19]Dell. Hawkins RogerJ.Best Kenneth A .Coney Consumer Behavior Building Marketing Strategy 7th Edition China Machine Press2000.
[20]Effetive Marketing:Creating and Keeping customers in an e-commrce World.