自上世纪80年代中期以来，火锅作为一种饮食潮流而风靡大江南北，遍及城市乡 镇。近年来，火锅业更是发展强劲，成为餐饮业的一大亮点。截止到2018年，火锅市 场每年消费达到上百亿元，并且还在以每年30%的速度增长。X餐饮企业作为大连当地 的知名火锅品牌，经过近13年的发展，收获了众多荣誉，尤其在市场营销中积累了丰 富的市场经验。X餐饮企业在中国餐饮大发展的黄金期积极引入连锁经营模式，并逐步 形成了以统一采购、加工、配送为核心，以资本与产权为纽带或授权与特许经营等方式 连接起来，实现产品服务标准化、生产加工工厂化、管理规范化、共享品牌与规模效益 的现代化运营方式和组织形式，同时拥有丰富的营销策略经验。基于此，本文以X餐饮 企业为研究对象，通过分析以X餐饮企业在营销策略中的经验与不足，探讨其未来营销 策略的方向，为其营销策略制定提供建议，为餐饮业营销策略创新提供借鉴。 本文主要以市场营销和营销策略的理论为基础，分析X餐饮企业在大连市场的营销 策略，对当前以X餐饮为代表的企业所处的宏观环境与欧亿·体育（中国）有限公司环境进行分析，并就X餐 饮内部环境展开分析，确定其存在的优劣势，与竞争对手展开横向对比，进一步明确其 在营销策略方面存在的问题。为此，围绕市场定位、具体改进方案与保障措施三个方面， 提出适合X餐饮企业的营销策略改进方案，以此来推动X餐饮企业成为业界的明星企 业。 本文在文献查阅与实地调研的基础上，通过对X餐饮企业营销策略的深入研究，对 X餐饮企业的营销策略提出了创新性改进方案与实施方向，为餐饮企业的营销工作工作 开展提供经验借鉴。 关键词：餐饮企业;营销策略;市场调查 - II - X catering enterprise marketing strategy research Abstract Since the mid-1980s, hot pot has been popular in the north and south of the country as a food trend, spreading throughout the towns and villages. In recent years, the hot pot industry has developed strongly and has become a highlight of the catering industry. As of 2018, the annual consumption of the hot pot market has reached tens of billions of yuan, and is still growing at a rate of 30% per year. As a well-known hot pot brand in Dalian, X Restaurant has gained many honors after nearly 13 years of development, especially in marketing. X catering enterprises actively introduced the chain business model during the golden period of China's catering development, and gradually formed a core of unified procurement, processing and distribution, with capital and property rights as the link or authorization and franchise to achieve product service. Standardized, production and processing factory, standardized management, shared brand and scale efficiency of modern operation methods and organizational forms, and has a wealth of marketing strategy experience. Based on this, this paper takes X catering enterprise as the research object, analyzes the direction and shortcomings of X catering enterprise in marketing strategy, discusses the direction of its future marketing strategy, provides suggestions for its marketing strategy formulation, and provides innovation for catering industry marketing strategy. Learn from. Based on the theory of marketing and marketing strategy, this paper analyzes the marketing strategy of X catering enterprises in Dalian market, analyzes the macro environment and industry environment of enterprises represented by X catering, and analyzes the internal environment of X catering. Conduct an analysis to determine the strengths and weaknesses of its existence, and horizontally contrast with competitors to further clarify its problems in marketing strategies. To this end, around the three aspects of market positioning, specific improvement programs and safeguard measures, the marketing strategy improvement program suitable for X catering enterprises is proposed to promote X catering enterprises to become the star enterprises in the industry. Based on the literature review and field research, this paper puts forward an innovative improvement plan and implementation direction for the marketing strategy of X catering enterprises through the in-depth study of the marketing strategy of X catering enterprises, providing experience for the marketing work of catering enterprises. Key Words： Catering enterprise; marketing strategy; market research - III - 目 录 摘要 .................................................................................................................................... I Abstract .................................................................................................................................. II 1 绪论 ...................................................................................................................................... 1 1.1 研究背景和问题提出 ............................................................................................... 1 1.1.1 研究背景 ........................................................................................................ 1 1.1.2 问题的提出 .................................................................................................... 1 1.2 研究目的及意义 ....................................................................................................... 2 1.2.1 研究目的 ........................................................................................................ 2 1.2.2 研究意义 ........................................................................................................ 2 1.3 研究思路与研究方法 ............................................................................................... 2 1.3.1 研究思路 ........................................................................................................ 2 1.3.2 研究方法 ........................................................................................................ 3 1.4 研究框架图 ............................................................................................................... 4 1.5 理论基础 ................................................................................................................... 5 1.5.1 STP目标市场营销理论 ................................................................................. 5 1.5.2 7Ps营销组合策略理论 ................................................................................. 6 2 X餐饮企业概况及存在的营销方面的问题 ....................................................................... 8 2.1 X餐饮企业概述 ........................................................................................................ 8 2.2 X餐饮企业市场营销中存在的问题 ........................................................................ 8 2.2.1 市场定位模糊 ................................................................................................ 8 2.2.2 营销策略创新不足 ........................................................................................ 9 2.2.3 企业的营销管理水平比较低 ........................................................................ 9 2.2.4 服务水平有待提高 ...................................................................................... 10 2.2.5 新产品推出速度慢 ...................................................................................... 10 2.2.6 销售渠道单一 .............................................................................................. 10 3 X餐饮企业营销环境分析 ................................................................................................. 12 3.1 外部环境分析 ......................................................................................................... 12 3.1.1 宏观环境分析 .............................................................................................. 12 3.1.2 欧亿·体育（中国）有限公司环境分析 .............................................................................................. 14 3.2 X餐饮企业SWOT分析 ............................................................................................ 19 - IV - 4 X餐饮企业营销策略改进方案 ......................................................................................... 26 4.1 市场细分 ................................................................................................................. 26 4.2 目标市场选择 ...............................................................................