闽江饭店营销创新营销

摘 要随着酒店餐饮业的竞争压力逐步增大,我国传统酒店餐饮面临着一系列挑战,一方面,加之互联网的兴起,越来越多的外卖快餐加入了餐饮市场的争夺；同时，因为中央“八项规定”的出台,导致不少高端消费顾客的流失。因此酒店餐饮的营销革新至关重要。本文主要探讨酒店餐饮创新营销策略，我们将以闽江饭店餐厅为例，通过文献资料搜集与问卷调查法、案例分析法，了解在闽江饭店就餐的顾客对闽江饭店的餐饮创新营销策略的看法，并梳理出闽江饭店餐厅需要改进的策略。关键词：闽江饭店；4P 营销；创新营销AbstractWith the increasing pressure of competition in the hotel catering industry, China's traditional hotel catering is facing a series of challenges. On the one hand, coupled with the rise of the Internet, more and more takeaway fast food has joined the competition in the catering market; The introduction of this "regulation" has led to the loss of many high-end consumer customers. Therefore, the marketing innovation of hotel catering is very important. This article mainly discusses the innovative marketing strategy of hotel catering. We will take Minjiang Hotel Restaurant as an example, through literature collection and questionnaire survey, case analysis method, to understand the customers who eat in Minjiang Hotel to the innovative marketing strategy of Minjiang Hotel catering View and sort out the strategies that Minjiang Hotel Restaurant needs to improve.Key words：Minjiang Hotel；4P marketing; Innovation Marketing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 国内外研究综述..................................................11.2.1 国外研究现状..................................................21.2.2 国内研究现状......................