I郑州凑凑火锅营销策略研究摘要郑州凑凑火锅，作为知名火锅品牌，品类多样。但营销手段的缺失导致其对消费者的吸引度不够致使其占据的市场份额有限。所以，本论文针对郑州凑凑火锅的营销问题进行了深入研究，提出完善措施；实地考察郑州凑凑火锅的经营状况，调研目前存在的问题，利用4P理论给予分析和总结。再次，分析了郑州凑凑火锅存在的营销问题，包括：产品可能出现安全隐患、服务参差不齐、菜品价格偏高、顾客等待时间过于长，导致郑州凑凑火锅发展受到影响。最后，针对郑州凑凑火锅存在的营销问题，给出了要提高产品品质，确保食品安全与质量；提高服务水平和员工的整体素质；采取高低结合的价格策略；缩短顾客等待时间等对策建议。关键词：郑州凑凑火锅；营销策略；4P理论IIResearchonMarketingStrategyofZhengzhouCoucouHotPotAbstractZhengzhouCoucuohotpot,asawell-knownhotpotbrand,hasavarietyofcategories.However,thelackofmarketingmethodshasledtoalackofattractivenesstoconsumers,resultinginalimitedmarketshare.Therefore,thispaperconductsin-depthresearchonthemarketingproblemsofZhengzhouCoucuohotpot,andproposesperfectmeasures;on-the-spotinvestigationofZhengzhouCoucuohotpot'soperatingconditions,investigatescurrentproblems,anduses4Ptheorytoanalyzeandsummarize.Thirdly,itanalyzedthemarketingproblemsofZhengzhouCoucuohotpot,includingpossiblesafetyhazardsinproducts,unevenservices,highpricesofdishes,andlongwaitingtimeforcustomers,whichaffectedthedevelopmentofZhengzhouCoucuohotpot.Finally,inviewofthemarketingproblemsofZhengzhouCoucouHotpot,itprovidescountermeasurestoimproveproductquality,ensurefoodsafetyandquality;improveservicelevelsandtheoverallqualityofemployees;adoptapricestrategythatcombineshighandlowprices;andshortencustomerwaitingtime.Keywords：ZhengzhouCoucouHotPot;marketingstrategy;4PtheoryIII目录摘要.....................................................IAbstract....................................................II1绪论......................................................11.1研究背景.............................................11.2研究意义.............................................11.3研究内容.............................................12国内外研究现状与相关理论概述..............................22.1国内外研究现状.......................................22.1.1国外研究现状....................................22.1.2国内研究现状....................................22.1.3国内外研究评述..................................32.2相关理论概述.........................................33郑州凑凑火锅营销环境分析..................................33.1宏观环境分析.........................................33.2微观环境分析.........................................44郑州凑凑火锅营销现状分析..................................44.1企业概况.............................................4IV4.2营销现状分析.........................................54.2.1产品分析........................................54.2.2价格分析........................................54.2.3渠道分析........................................64.2.4促销分析........................................65郑州凑凑火锅营销现状问题分析..............................75.1产品可能出现安全隐患.................................75.2服务参差不齐.........................................75.3菜品价格偏高.........................................85.4顾客等待时间过于长...................................86郑州凑凑火锅营销改进策略及建议............................86.1提高产品品质，确保食品安全与质量.....................86.2提...
