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1、本科毕业论文第I页共XLVI页盐城市培友餐饮有限公司营销策略研究随着盐城经济的不断发展，人们生活水平的不断提高，人们的餐饮消费观念逐步改变，外出就餐更趋于经常化和理性化。消费者对于消费地点的要求不断提高，以及各餐饮店的纷纷建立,导致餐饮业在盐城市竞争更加激烈。本文以盐城市培友餐饮连锁公司为研究对象,以7PS服务营销相关理论为研究基础,通过设计调查问卷,对调查结果的分析,结合盐城市的现状,对培友的劣势进行归纳总结,找出培友在发展过程中存在的问题。最后,根据7PS服务营销理论和实际情况,对培友的服务营销提出了相应的
2、改进措施。对于促进培友健康继续的发展有着重要的意义。关键词盐城市餐饮连锁7PS服务营销TitleExploreRestaurantchainlimitedofPeiYou’sMarketingStrategiesofYanchengCityAbstractAlongwiththerapiddevelopmentofeconomyandtherisingofpeople’slivingstandardinYancheng,people'sfoodconsumptionideagraduallychanges,an
3、ddiningouttendstobemoreregularandrational.Withtheimprovementofrequirementofconsumerspendinglocations,andtheestab-lishmentofmanyrestaurantinsuccession,thefiercecompetitionofcateringmarketconstantlyinYanchengcityhappens.Inthispaper，thePeiYourestaurantchaincomp
4、anyinYanchengcityisinvestigated,thetheoryrelatedtothe7PSservicemarketingisbasedon,throughthequestionnaireandanalysisoftheresult，combiningwiththecurrent本科毕业论文第II页共XLVI页situationofYancheng，wemakedasummaryofPeiYou’sweaknessesonthepresentmarketsituation.Findingo
5、uttheshortageinthedevelopmentprocessofPeiYou.Intheend,accordingtothe7PSservicemarketingandthereality,weputforwardthecorrespondingimprovementsforPeiYou’sservicema-rketing.ItisofgreatsignificancetopromotingthesustainableandhealthydevelopmentofthePeiYou.Keyword
6、sYanchengCityRestaurantchain7PSservicemarketing目录1引言...........................................................................................................................11.1选题背景及研究意义......................................................................
7、..............11.2研究目的及方法............................................................................................21.3研究的主要内容和框架................................................................................32相关理论概述.......................................
8、....................................................................42.1餐饮连锁的概述............................................................................................42.2服务营销理论.............
