渔夫烧烤屋的营销策略研究
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摘要
本文依据菲利普·科特勒大营销概念11P理论,通过实战,对簋街渔夫烧烤屋在开设以及经营过程中营销活动进行了策划。本文首先通过运用4P战略,即探查(Probing)、分割(Partitioning)、优先(Prioritizing)和定位(Positioning),对北京市经济形势及餐饮发展现状、簋街渔夫烧烤屋的经营环境、客户需求和竞争对手进行分析,确定渔夫烧烤屋的目标客户人群和市场定位,然后运用“6P”组合,即产品(Production)、价格(Price)、渠道(Place)、促销(Promotion),政治(Politics)和公众关系(Public Relation),以及营销活动中“人(People)”,确定渔夫烧烤屋的营销策略。本文希望能为餐饮行业的营销管理提供一些借鉴和启迪。
In this paper, according to Philip Kotler's great marketing theories of 11P , I make an plan on marketing and business activities for the Fisherman's Barbecue House in the creation and business process. In this paper, through the use of 4P strategy, which is Probing, Partitioning, Prioritizing and Positioning, I make an analysis on the economic situation and status of restaurant development of Beijing , the environmental of Fisherman's Barbecue House in the GUI Street, the customer demand and competitors, so I determine the target groups and market positioning of the fisherman barbecue house. Then using 6 P, that is Production, Price, Place, Promotion, Politics , Public Relation and People , I identify the marketing strategy of Fisherman's Barbecue House . Finally I hope to provide some reference and inspiration for the industry's marketing and management.
In this paper, according to Philip Kotler's great marketing theories of 11P , I make an plan on marketing and business activities for the Fisherman's Barbecue House in the creation and business process. In this paper, through the use of 4P strategy, which is Probing, Partitioning, Prioritizing and Positioning, I make an analysis on the economic situation and status of restaurant development of Beijing , the environmental of Fisherman's Barbecue House in the GUI Street, the customer demand and competitors, so I determine the target groups and market positioning of the fisherman barbecue house. Then using 6 P, that is Production, Price, Place, Promotion, Politics , Public Relation and People , I identify the marketing strategy of Fisherman's Barbecue House . Finally I hope to provide some reference and inspiration for the industry's marketing and management.
引文
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[20]胡树娟.宏状元餐饮公司管理特点研究.对外经济贸易大学.2006
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[3]菲利普·科特勒著,高登第译.科特勒谈营销[M].浙江人民出版社,2002.
[4]格里.约翰逊,凯万.斯科尔斯著,金占明,贾秀梅译.公司战略(第三版).华夏出版社,2002.
[5]沈磊.营销组合理论的演进分析.全国商情·经济理论研究,2005/1.
[6]纪宝成,吕一林.市场营销学教程.中国人民大学出版社,2002.
[7]杨东龙.最新市场营销精要词典.中国经济出版社,2003.
[8][美]菲利普.科特勒著,梅汝和,周安柱译,梅清豪校.营销管理.中国人民出版社,2001.
[9]吕一林.现代市场营销学.清华大学出版社,2004.
[10]张建业、贺学良著.餐饮市场营销管理.清华大学出版社,2006.
[11]徐宝良、朱永松编著.餐饮营销管理细节.中国宇航出版社,2007
[12]2005年北京市国民经济和社会发展报告
[13]徐栖玲.创造员工、顾客、业主三满意的良性循环闭.桂林旅游高等专科学校学报,1999.
[14]http://woman.263.com/20050310/00466849.html
[15]http://www.fishmanhouse.com/
[16]齐佳音,万映红著,李怀祖,韩新民主编.客户关系管理理论与方法.中国水利水电出版社,知识产权出版社,2006.
[17]钱文锦.餐饮营销初探.桂林旅游高等专科学校学报,2001(4).
[18]陈文捷.建立餐饮业客户关系管理体制.经济师,2005(10).
[19]李健.哈尔滨鹅掌门的市场营销策略.哈尔滨工程大学.2006.
[20]胡树娟.宏状元餐饮公司管理特点研究.对外经济贸易大学.2006