毕业论文北京海底捞21店服务营销策略分析学生姓名：学号：系部：专业：指导教师：二Ｏ一五年六月诚信声明李婷112094246经济与管理系市场营销任继如(讲师)本人郑重声明：所呈交的学位论文，是本人在导师的指导下，独立进行研究工作所取得的成果。在完成论文时所利用的一切资料均已在参考文献中列出。本人完全意识到本声明的法律结果由本人承担。学位论文作者签名：日期：年月日北京海底捞21店的服务营销策略分析摘要：近年来，我国的餐饮业迅速发展，我国正迎来一个餐饮业迅速发展时期。然而，餐饮的需求又复杂多变，其消费的口味和心理，都有可能随着社会环境的变化而变化。服务营销在餐饮业中起到越来越重要的作用，通过收集北京海底捞21店的相关资料，以提出问题、分析问题、解决问题为思路，联系企业现状，搜索北京海底捞21店的服务营销策略中存在的问题并找到解决的方法，意在为企业提高市场营销服务效率，促进企业经济效益的增长，提高企业的整体竞争实力。关键词：服务营销，餐饮，海底捞ServiceMarketingStrategyAnalysisofSeabedFishing21StoresinBeijingAbstract：Inrecentyears,thecateringservicesrapiddevelopmentinChina,ourcountryisinnowaperiodofrapiddevelopmentofcateringindustry,however,thecateringrepostiscomplicate.Theconsumertastesandpsychologywillbechargedwiththesocialenvironment.Theservicemarketingplaysaveryimportantroleinthecateringindustry.ThepaperfocusesoncollectinginformationofBeijingHaidilao21stores.raisingproblems,analyzeandsolveproblemsforideas,AccordingtosearchtheproblemsexistingintheservicemarketingstrategyofBeijingHaidilao21storetofindthemethodofsolvingtheseproblems.Itaimsatincreasingtheefficiencyofthemarketingservice.Improvingthegrowthoftheeconomicefficiencyandraisingthestrengthofenterpriseiswholecompetition.Keywords:Servicemarketing，Catering，Haidilao太原工业学院毕业论文目录1绪论..............................................................11.1研究的背景......................................................11.2研究的意义......................................................11.3研究思路........................................................11.4研究方法........................................................22服务营销相关理论综述..............................................22.1服务基本概念及特点..............................................22.2服务营销的基本概念及特点........................................22.3服务营销7p理论综述.............................................33北京海底21店捞服务营销现状及问题分析.............................33.1海底捞企业概述..................................................33.2北京北京海底捞21店现状及问题...................................43.3海底捞21店消费者问卷调查分析...................................53.4海底捞21店服务营销组合要素建议.................................93.4.1产品要素建议..................................................93.4.2价格要素建议.................................................103.4.3分销要素建议.................................................113.4.4促销要素建议.................................................113.4.5人本要素建议.................................................113.4.6有形展示要素建议.............................................133.4.7过程控制要素建议.............................................144结论.............................................................14附录一.............................................................17附录二.............................................................18附录三...................................................
