餐饮欧亿·体育（中国）有限公司除了饭菜质量、服务水平的竞争，还面临着来自顾客消费心理、 饮食文化、企业品牌、网络营销等多方面因素影响，餐饮企业不仅需要注重饭 菜质量、色香味等餐饮领域的技术问题，而且更需要满足消费者消费需求。餐 饮企业想在激烈的市场竞争中保持稳固的地位，争取更大的市场份额，除了要 充分把握本企业的优势，还要深刻清晰自身不足，从而进行准确的目标市场定 位，针对消费者的餐饮消费需求进行服务和产品开发设计，制定科学合理的营 销策略，适应餐饮市场的变化，保持良好的市场竞争力。YW餐饮公司作为餐 饮公司中的佼佼者，虽然取得一些成就，但随着市场日新月异，市场环境改 变，也面临诸多问题，本文通过对YW餐饮公司市场营销现状及营销环境分 析，制定市场营销策略及实施保障。通过研究得出以下结论： 本文首先通过对YW餐饮公司市场营销现状分析，得出其营销存在的问题 包括：产品创新不足、低价策略降低了产品和服务质量、渠道和推广不充分、 促销手段落后、缺乏营销相关的复合型人才、有形展示存在不足和服务过程执 行不完善。其次，运用PEST对YW餐饮公司所处的外部宏观环境进行分析， 利用波特五力模型对其竞争环境进行分析，采取SWOT分析对公司的优势和劣 势、拥有的机会与面对的威胁进行研究；再次，在市场调研基础上，根据目标 市场理论对市场进行准确定位，明确YW后续发展方向，确定YW餐饮锁定的 目标消费者群体，基于7P理论，从产品、价格、渠道、促销、有形展示、人员 和服务方面对市场营销策略进行优化。 本文的主要贡献是通过借鉴国际上和国内主流的营销理论与营销观点，就 目标企业实际，根据其所处的环境与问题，制定出一套营销优化方案，并通过 一系列保障措施确保营销策略的有效实施，希望能通过本文的研究，为我国餐 饮企业制定市场营销策略，改进营销水平提供参考与帮助。 关键词:餐饮公司；营销策略；市场竞争力 III Abstract Inadditiontothecompetitionoffoodqualityandservicelevel,thecatering industryisalsofacedwithmanyfactors,suchascustomerconsumptionpsychology, foodculture,enterprisebrand,networkmarketingandsoon.Cateringenterprises shouldnotonlypayattentiontothetechnicalproblemsinthecateringfieldsuchas foodquality,colorandflavor,butalsomeettheconsumerdemand.Catering enterpriseswanttomaintainastablepositioninthefiercemarketcompetitionand striveforalargermarketshare.Inadditiontofullygraspingtheadvantagesofthe enterprise,theyshouldalsodeeplyunderstandtheirownshortcomings,soasto accuratelytargetmarketpositioning,carryoutserviceandproductdevelopmentand designaccordingtoconsumers'cateringconsumptiondemand,formulatescientific andreasonablemarketingstrategies,andadapttothechangesofcateringmarketTo maintaingoodmarketcompetitiveness.YWcompany,astheleaderofcatering companies,hasmadesomeachievements,butwiththerapiddevelopmentofthe marketandthechangeofmarketenvironment,italsofacesmanyproblems.This paperanalyzesthemarketingsituationandmarketingenvironmentofYWcompany, andformulatesthemarketingstrategyandimplementationguarantee.Theconclusions areasfollows： Firstofall,throughtheanalysisofthemarketingstatusofYWcompany,this paperconcludesthatthemarketingproblemsinclude:insufficientproductinnovation, lowpricestrategyreducesthequalityofproductsandservices,inadequatechannels andpromotion,backwardpromotionmeans,lackofmarketingrelatedcompound talents,insufficientvisibledisplayandimperfectserviceprocessimplementation. Secondly,pestisusedtoanalyzetheexternalmacroenvironmentofYWcatering company,Porter'sfiveforcesmodelisusedtoanalyzeitscompetitiveenvironment, andSWOTanalysisisusedtostudythecompany'sstrengthsandweaknesses, opportunitiesandthreats;thirdly,basedonmarketresearch,themarketisaccurately positionedaccordingtothetargetmarkettheory,andthefollow-updevelopment directionofYWisclarified,DeterminethetargetconsumergroupsofYWcatering, optimizethemarketingstrategyfromtheaspectsofstrengtheningproductinnovation, optimizingpricingstrategy,optimizingdistributionchannels,optimizingadvertising marketingstrategy,improvingthevisibledisplayofproducts,enhancingthe IV professionallevelofpersonnel,carryingoutfullstaffmarketingandprovidingmore humanizedservices. Themaincontributionofthispaperistodrawlessonsfromtheinternationaland domesticmainstreammarketingtheoryandmarketingpointofview,accordingtothe realityofthetargetenterprise,accordingtoitsenvironmentandproblems,todevelop asetofmarketingoptimizationscheme,andthroughaseriesofsafeguardmeasuresto ensuretheeffectiveimplementationofmarketingstrategy,hopingtodevelop marketingstrategyforChina'scateringenterprisesandimprovemarketingLevelto providereferenceandhelp. Keywords:CateringCompany;MarketingStrategy;MarketCompetitiveness VI 目录 摘要......................................................................................................................I Abstract..............................................................................................................III 目录...................................................................................................................VI 第1章绪论..........................................................................................................1 1.1研究背景和意义......................................................................................1 1.1.1研究背景.......................................................................................1 1.1.2研究意义.......................................................................................3 1.2文献综述..................................................................................................3 1.2.1国外文献综述...............................................................................3 1.2.2国内文献综述...............................................................................5 1.2.3述评...............................................................................................7 1.3研究思路、内容和方法..........................................................................7 1.3.1研究思路.......................................................................................7 1.3.2研究内容.......................................................................................7 1.3.3研究方法.......................................................................................8 1.4创新和不足之处......................................................................................9 第2章相关概念界定与理论基础......................................................................9 2.1相关概念界定........................................................................................10 2.1.1市场营销.....................................................................................10 2.1.2餐饮业市场营销.........................................................................10 2.2理论基础................................................................................................11 2.2.1PEST分析...................................................................................11 2.2.2波特五力模型.............................................................................12 2.2.3SWOT分析.................................................................................14 2.2.4STP战略理论.............................................................................14 2.2.57PS理论......................................................................................15 第3章YW餐饮公司市场营销现状及问题分析............................................17 3.1YW餐饮公司概况................................................................................17 3.1.1公司发展历程.............................................................................17 3.1.2人力资源概况.............................................................................17 VII 3.2YW餐饮公司市场营销现状................................18 3.2.1产品策略现状............................................18 3.2.2价格策略现状.............................................19 3.2.3渠道策略现状............................................19 3.2.4促销策略现状.............................................19 3.2.5人员策略现状.............................................20 3.2.6有形展示现状.............................................20 3.2.7服务策略现状.............................................21 3.3YW餐饮公司市场营销存在的问题....................21 3