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天天美食营销战略分析_市场营销论文范文

发布时间:2015-01-12 来源:人大经济论坛
市场营销论文范文 摘要 在XX学院(简称学院)的校区外围,有十几家的饭店,其中主要的市场是以XX学院的学生为主,为了抢占这块日益变大的蛋糕,许多商家浑身解数,同时也有很多新的商家纷纷进入,也想分一份利益。如此,形成了激烈的竞争局面。天天美食,一家经营了多年的餐厅,如何在这残酷的竞争局面中生存,如何在这不见血的硝烟中发展,这是不得不面临的挑战。所以采用了市场营销战略理论来分析,究其发展的历程,发掘其本身的优点,知其弱点,扬长避短。采用市场分析,市场细分,进而得出其本身该如何更好地定位,从而建立其自身的品牌,同时对其成长战略进行规划,做好市场,增加其自身的品牌影响力,使得其更好地生存、发展和壮大。 关键词:天天美食 营销机会 目标市场选择 市场定位战略 密集式成长战略 Abstract College is student-centered, in order to occupy an increasingly larger piece of the cake, Many businesses have all the stops, but also have many new businesses have entered, but also want to point a benefit. So, the formation of a fierce competitive situation. Everyday food, a restaurant business for many years, and how the situation in which to survive fierce competition, how to smoke in the blood but not in development, which is forced to face the challenges. This paper uses the theory to analyze marketing strategies, research the history of its development, to explore its own merits, knowing weaknesses, strengths. Use of market analysis, market segmentation, then come to how to better their own position, so as to establish its own brand, while its growth strategy planning, good job market, increasing its own brand influence, making it more good to survive, develop and grow. Keywords: Everyday gourmet Marketing opportunities Target Market Selection Market positioning strategy Intensive Growth Strategy 目录 摘要I AbstractII 一、引言1 (一)研究的意义1 (二)研究的主要内容1 二、天天美食饭店简介2 (一)饭店的发展历程2 (二)天天美食营销中存在的问题2 三、天天美食周边快餐行业现状及趋势4 (一) XX学院附近的饭店行业现状4 (二)XX学院附近的饭店行业发展趋势4 四、天天美食的营销机会分析6 (一)营销环境分析7 (二)顾客消费需求分析8 (三)竞争环境分析8 (四)外部合作者9 (五)天天美食的内部环境分析9 五、天天美食的目标市场选择与市场定位战略10 (一)市场细分10 (二)选择目标市场10 (三)市场定位11 六、天天美食的差异化战略12 (一)产品差异化战略12 (二)市场品牌战略13 七、天天美食的战略实施14 (一)组织结构创新14 (二)加强对资金的管理和配置14 (三)注重整个团队建设15 八、结论16 参考文献17 致 谢18 附 件19
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