摘 要伴随着全球一体化浪潮，我国抓住机遇经济得到显著发展，越来越多的跨国餐饮业涌入中国，在中国开设分公司。经济水平的提高以及人民日益增长的生活需求使得跨国餐饮业比如肯德基、星巴克等得到很大发展，但必胜客本土的营销策略还是存在制约其发展的因素。本文主要对必胜客本土发展的现状及营销策略进行分析 ，研究发现必胜客存在产品营销力度小且缺乏创意等问题，而后对所发现的问题提出有针对性的改进建议，以提高必胜客的营业额与知名度，拓宽新的渠道，也为后续研究提供参考依据。关键词：跨国餐饮；必胜客；营销策略AbstractWith the tide of global integration, China seizes the opportunity to develop its economy significantly. More and more transnational catering industries come into China and set up branches in China. With the improvement of economic level and the increasing demand of people's life, the transnational catering industry, such as KFC, Starbucks and so on, has been greatly developed. However, the domestic marketing strategies of pizza hut still have the factors that restrict its development. This paper mainly analyzes the current situation and marketing strategy of domestic pizza hut, and finds that there are some problems of pizza hut, such as small product marketing intensity, lack of creativity, etc, then puts forward targeted improvement suggestions for the problems found, in order to improve the turnover and popularity of pizza hut, broaden new channels, and provide reference for subsequent research.Key words: Multinational catering; Pizza hut; Marketing Strategy目 录1 引言 ............................................................11.1 研究背景及意义 .................................................11.1.1 研究背景......................................................11.1.2 研究意义......................................................11.2 研究现状 .......................................................21.3 研究内容与研究方...
