天 津 师 范 大 学 本科毕业论文(设计） 题目：真功夫快餐的市场营销策略分析 学 院：管理学院 学生姓名:王振兴 学 号：08613006 专 业：工商管理 年 级：2024 完成日期：2024 年 5 月 10 日 指导老师：李玉进 真功夫快餐的市场营销策略分析 摘要：本文以快餐行业为背景，“真功夫”快餐企业为主要讨论对象,运用波特五力模型分析法对真功夫快餐企业进行分析。文中对比了真功夫快餐与肯德基的营销策略，并分析出两者的营销差距在于：真功夫快餐在品牌塑造上缺乏优势，其口味不尽如人意,优势品种不足。针对上述问题，提出了加强企业的品牌文化建设、提高品牌的亲和力，以产品的口味和创新立足，因地制宜进行产品多样化,强化现有市场并拓展潜在市场等营销模式。本文可为从事餐饮生产、营销的企业提供可供借鉴的一般性规律，为我国企业进行和拓展该行业提供实际和理论上的指导。 关键词：真功夫；快餐；营销策略 True Kongfu Fast-food Marketing Strategy Analysis Abstract：Based on the fast food industry as the background, "kung fu” fast food enterprises as the main research object, with five competitive forces model analysis to analyze this fast food companies。 In contrast with the true kongfu KFC fast-food marketing strategies and analysis of the difference between marketing is really kongfu snack brand shaping in lack of advantages, its taste is like person meaning very much， insufficient varieties advantage。 In view of the above questions， and puts forward the enterprise brand culture construction, increasing the affinity， product brand of taste and innovation based on local diversify its products, strengthen and expand the existing market potential market marketing mode。 Article can be engaged in food production and marketing enterprises provide for reference， the general rules for Chinese enterprises in the industry and provide practical and theoretical guidance. Keywords： true kongfu snack;marketing strategypotter；five competitive forces model 目...
