西式快餐企业的服务营销策略讨论—以麦当劳快餐连锁店为例摘要：21 世纪,服务营销成为各行各业尤其是餐饮服务业追逐的热点。自古以来民以食为天，餐饮行业是所有服务业中不可或缺的一部分，而西式快餐作为餐饮业的一员，要在中国市场中与本土餐饮行业共存并脱颖而出，就更需要良好的服务营销策略从而取得更多的市场份额。本文以麦当劳快餐连锁店为例，就西式快餐企业的经营状况以及服务营销策略进行了解讨论和分析,从而对立足于中国市场的西式快餐企业根据实际情况提出在服务营销策略方面相应的改进建议。关键词:服务营销策略 西式快餐企业 建议Abstract ： In the 21st century, service marketing is becoming a hot spot of all walks of life especially catering services to chase 。 Since the ancient times the food industry is an integral part of all services, and western fast food as a member of the catering industry， to coexist in the Chinese market and local catering industry and stand out ， more need good service marketing strategy to gain more market share. Take McDonald’s fast food chains as example, this paper is analyzing the western—style fast food enterprises operating performance and their service marketing strategy， thus to give some suggestions and proposed corresponding for improvement in terms of the service marketing strategy to those western—style fast food enterprises according to the actual situation。 Key word: service marketing strategy ； western-style fast food enterprises；suggestion；目录1.快餐企业经营状况分析与服务营销............................................................................................41 。 1 快餐企业的经营状况评述 ......................................................................................................................... 2 1.2 西式快餐企业的服务竞争态势 .................................................................................................................... 2 1 。 3 西式快餐企业的市场...
