餐饮业服务营销策略研究——以“海底捞”为例摘要随着我国经济的稳健发展，人民的生活质量也逐渐提高，人们的追求也日益增加。餐饮行业作为我们老话中“吃穿住行”中的“吃”，是人民群众日常生活中触手可及的。与餐饮业所提供的产品相比，餐饮行业的服务营销也是至关重要的。海底捞作为餐饮行业的领头羊，不仅门店众多，影响力也比较大，在日常的生活中消费者也愿意去探讨在海底捞吃饭的话题。海底捞最令人称道的是它独特的服务体系，它能在最大程度满足顾客的基础上，为顾客提供人性化的服务。在市场竞争愈发激烈的今天，海底捞若想保持优势、继续发展，服务营销则显得尤为重要。本文以“海底捞”为例，结合STP、期望确认等相关理论，分析内外环境下，“海底捞”在服务营销方面所面临的的问题，并针对问题提出解决方案。关键词：海底捞；服务营销；消费者行为ResearchonServiceMarketingStrategyofCateringIndustryTake"Haidilao"asanexampleABSTRACTHaidilao,asonewiththerisingconsumptionlevelofmostconsumers,consumersha.vehigherandhigherrequirementsforservicequality.Cateringindustryasanimportantpartoftheserviceindustry,thequalityofservicedirectlydeterminesthestatusofenterprisesintheeyesofconsumersftherepresentativesofthecateringindustry,notonlyhasnearlyathousandchainstores,butalsotheexperienceofconsumerseatinginHaidilaoisalsooneofthefavoritetopicsinsocialapplicationsoftware.Itsuniquefeatureisthatithasauniqueservicemarketingsystem,paysattentiontoconsumers'preferencesandneeds,andprovideshumanizedandpersonalizedservices.Intoday'sincreasinglyfiercemarketcompetition,ifHaidilaowantstomaintainitsadvantagesandcontinuetodevelop,servicemarketingisparticularlyimportant.Thispapertakes"Haidilao"asanexample,combinedwithSTPtheory,analyzestheproblemsfacedby"Haidilao"inservicemarketingundertheinternalandexternalenvironment.KEYWORDS:Haidilao;servicemarketing;consumerbehavior目录摘要................................................................................................11绪论................................................................................................11.1研究背景与研究意义........................................................................11.1.1研究背景.............................................................................11.1.2研究意义..............................................................................21.2研究综述............................................................................................21.2.1国外研究综述.....................................................................21.2.2国内研究综述.....................................................................31.3研究方法.......................................................................32相关理论述......................................................................................42.1STP理论.....................................................................................42.2期望确认理论............................................................................53海底捞企业概况及营销环境分析.........................................................53.1企业概况..........................................................................................63.2海底捞营销环境分析......................................................................73.2.1海底捞外部环境分析............................................................73.2.2海底捞行业环境分析.............................................................84海底捞服务营销现状分析.............
