餐饮行业文化营销策略研究.pdf

《餐饮行业文化营销策略研究.pdf》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、AbstractABSTRACTWiththedevelopmentofsocialeconomy,astheimportantwayofenterpriseinternalandexternalcommunication,theculturalmarketingismoreandmoreattentionofourcountry,theprogressofscienceandtechnologyprovideshugespaceforthelargescaleofrestaurant’sdevelopment.Atthesametime,Asa

2、nimportantpartofthetertiaryindustry,thelargescaleofrestaurantmadegreatprogressinthegrossdomesticproduct’sdevelopment.Afterenteringthe21stcentury,thecompetitionbetweenthelargescaleofrestaurantsmoreandmorefierce.Intheprocessofmarketing,inordertoguaranteethequalityofproducts,how

3、toculturethecoreofthesoulinthemarketingisthekeytoauniqueplaceinthefiercemarket.Onthebasisofcombiningitsowncharacteristics,thelargescaleofrestaurantsinthenationaleconomyregulationinlinewiththeirownculturalmarketingstrategyisparticularlyurgent.Thisarticlemainlydividesintofivepa

4、rts,throughananalysisonthecoreelementsofculturalmarketing,andcombinedwiththeactualsituationofthelargescaleofrestaurantsinourcountry,analyzedourcountry’sthelargescaleofrestaurantsintheprocessofculturalmarketingproblemssoastoputforwardthecorrespondingpolicymeasuremoretargetedan

5、dconstructive.Thevalueofthisstudyistohelpthedomesticthelargescaleofrestaurantsrecognizedtheimportanceofenterprisecultureconstruction,andthroughtheenterprisecultureconstructiontodriveculturalmarketinglevelofall-roundimprovement.KeyWords:thelargescaleofrestaurantsculturemarketi

6、ngstrategyII目录目录第一章绪论…………………………………………………………………………11.1研究背景………………………………………………………………11.1.1经济层面…………………………………………………………21.1.2社会层面…………………………………………………………21.1.3文化层面…………………………………………………………21.2研究意义………………………………………………………………31.2.1理论意义……………………………………………………31.2.2实践意义……………………………………………………31.3研究思

7、路与研究方法………………………………………………41.3.1研究思路……………………………………………………41.3.2研究方法……………………………………………………51.4预期目标…………………………………………………………5第二章文化营销理论概述…………………………………………………………72.1概念阐释………………………………………………………………72.1.1餐饮行业……………………………………………………72.1.2企业文化……………………………………………………72.1.3文化营销……………………………………………………82.2国内

8、外研究现状………………………………………………………92.2.1国内相关研究…………………………………………………92.2.2国外相关研