摘 要经济的快速发展改善了人们的生活方式，带动了人均消费水平的提高。“外婆家”以家庭就餐的顾客群体为消费对象，区别于一般商务宴请，凭借对市场的准确预测、清晰的市场定位和贴近生活的经营风格，抢先成为第一批发展起来的平民餐饮企业。本文旨在通过具体分析“外婆家”餐饮平民化营销策略的现状及主要内容，对平民化营销策略的理念、优势和适用方向进行探究，从而探索其平民化营销背景下的成功秘诀及存在的不足之处，提出适当的改进建议，展望平民化餐饮发展的美好前景。关键词:外婆家；餐饮企业；平民化；营销策略 AbstractThe rapid development of economy has improved people's life style and driven the improvement of per capita consumption level. "Grandma's family" takes the customer group of family dining as the consumption object, which is different from the general business banquet. With the accurate prediction of the market, clear market positioning and the management style close to life, it is the first group of civilian catering enterprises to develop. The purpose of this paper is to explore the concept, advantages and applicable directions of "Grandma's family" catering popular marketing strategy by analyzing the current situation and main contents of the strategy, so as to explore the success secrets and PAGE \* MERGEFORMAT14shortcomings under the background of its popular marketing, put forward appropriate improvement suggestions, and look forward to the bright future of the development of popular catering.Key words: Grandma's family; catering enterprises; popularization; marketing strategiesPAGE \* MERGEFORMAT14目 录1 引言.............................................................11.1 研究背景........................................................11.2 研究目的........................................................21.3 国内外研究现状..................................................21.4 研究方法............................................
