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1、分类号:F272013届本科生毕业论文题目:我国餐饮企业文化营销策略研究作者姓名:学号:2010120201系(院)、专业:经济管理学院、市场营销专业指导教师姓名:指导教师职称:2013年12月10日ClassificationCode:F272013UndergraduateGraduationThesis(Doubledegree)Title:FoodandBeverageEnterpriseCultureMarketingStrategyResearchinChinaName:XuBinStudentID:2010120201Department,Specialty:
2、Economics&Management,MarketingAdvisor:WangCuiAdvisorTitle:Assistant(Master)December10,2013摘要餐饮竞争是品牌的竞争也是文化的竞争。文化营销已经成为迎合消费者深层诉求,建立企业差异化优势,提高企业核心竞争力的有力手段。餐饮文化营销的构建和推广有利于保持和塑造企业长期性的,可持续发展的差异优势。因此,文化营销在餐饮营销中占有重要地位。本文以研究餐饮行业为例,阐释了餐饮企业实施文化营销的可行性和有效性,并重点探讨了其文化营销的策略选择。并根据历史餐饮文化的优缺点来分析今后餐饮文化锁走的方向以
3、及对策进行研究。采用了实验法,查询资料法,访谈法等进行了研究。发现餐饮企业存在了很多弊端,如文化的滥用,文化缺乏真实性,文化的不科学性等。对此,我们研究出相应的对策,严格按照餐饮文化的真实性来进行经营,对文化进行专利保护等。关键词:企业文化营销营销策略餐饮文化AbstractCateringcompetitionisbrandcompetitionandculturecompetition.Godeepculturalmarketinghasbecomeacatertocustomers,establishthedifferentiationadvantageoftheen
4、terprise,improvethepowerfultoolsfortheenterprisecorecompetitiveness.Constructionoffoodculturemarketingandpromotionisbeneficialtomaintainandshapetheenterpriselong-term,sustainabledevelopmentdifferenceadvantage.Therefore,culturalmarketingoccupiesanimportantpositioninthecateringmarketing.Base
5、donstudyofcateringindustryasanexample,thispaperillustratesthefeasibilityandeffectivenessoftheimplementationofculturalmarketingoffoodandbeverageenterprise,andprobesintotheitsculturalmarketingstrategychoice.Andaccordingtothehistoryoffoodculturetoanalyzetheadvantagesanddisadvantagesofcatering
6、culturelockedawayinthefuturedirectionandcountermeasuresforresearch.Experimentalmethodwasadoptedtoquerydatamethod,interviewmethodandsoonwerestudied.Findcateringenterprisesexistmanydrawbacks,suchastheabuseofculture,culturallackofauthenticity,cultureisnotscientificandsoon.Tothis,westudythecor
7、respondingcountermeasures,instrictaccordancewiththeauthenticityoffoodculturetoconductbusiness,topatentprotectionforthecultureandsoon.Keywords:CorporateCulture;marketing;marketingstrategies;cateringculture目录绪论………………………………………………………………………………………1一、餐饮文化和餐饮营销的基本概述……