搜索
1,吉野家市场营销环境分析学生：杜森北京交通大学2014年4月2中文摘要我国改革开放30年,餐饮业营业额增长200多倍,餐饮消费成为拉动我国消费需求增长的重要力量。从2010年开始,中国快餐业进入黄金发展时期,并以北京等大城市和发达地区为中心,逐渐向全国蔓延开来,逐步进入一个成熟的发展阶段。吉野家作为全球最大的日式快餐连锁品牌,进入到中国之后也取得了迅猛的发展,但是在发展的过程中,特别是在今天连锁快餐市场竞争的日益激烈中,吉野家品牌也曝露出了一些问题：年度销售增长缓慢,入客数降低,顾客满意度开始下降。本文从吉野家品牌在发展过程中存在的问题入手,通过运用“市场细分”“目标市场选择”“品牌/产品定位”“4P营销策略”等市场营销学理论分析,为吉野家品牌寻找到合适的差异化定位,同时从产品,价格,促销方面入手,调整吉野家品牌的营销策略。本文共分为4个部分,第一部分为绪论和相关理论综述,介绍了文章的写作目的、意义、技术路线等；第二部分为案例正文,介绍了公司,吉野家品牌的基本情况,行业等背景信息,品牌发展中存在的问题；第三部分是案例分析,主要是运用市场营销学理论对品牌发展中出现的问题进行分析；第四部分是吉野家营销中存在的问题，优势劣势，建议对策,经过之前的理论分析,得出了解决问题的具体方法。把吉野家品牌定位于“牛肉饭秘制专家”,在专注“牛肉饭新吃法”的基础上,实施“产品品类多元化”相结合的产品发展策略。同时规范现有的价格体系,调整促销活动的模式,以确保品牌的健康发展,为公司带来更多的销售和利润。关键词：市场营销；关系营销；销售渠道3ABSTRACT30yearsofreformandopeningupofourcountry,thecateringindustrysalesgrowthof200times,mealconsumptionhasbecomeanimportantdrivingforceforthegrowthofconsumerdemandinchina。Fromthebeginningof2010,Chinesefoodintothegoldenperiodofdevelopment,andinBeijingandotherbigcityanddevelopedareasasthecenter,andgraduallyspreadtothenation,andgraduallyintoamaturestageofdevelopment.Yoshinoyaastheworld'sbiggestJapanesefast-foodchainbrand,afterenteringtheChinesehasachievedrapiddevelopment,butintheprocessofdevelopment,especiallyintoday'sfastfoodchainmarketcompetitionisbecomingincreasinglyfierce,Yoshinoyabrandhasalsoexposedsomeproblems:theannualsalesgrowthslow,toreducethenumberofguest,customersatisfactionbeginsdecline。StartingfromtheYoshinoyabrandproblemsinthedevelopmentprocess,throughtheuseofmarketsegmentationtargetmarketselectionbrand/productpositioning4Pmarketingstrategymarketingtheoryanalysis,findthelocationsuitableforYoshinoyabranddifferences,andfromproduct,price,promotionaspects,adjustingYoshinoyabrandmarketingstrategy。Thispaperisdividedinto4parts,thefirstpartistheintroductionandsummaryofthetheory,introducedthepurpose,significance,thetechnicalrouteandsoon;thesecondpartisthecase,introducedthebasicsituationofthecompany,Yoshinoyabrand,backgroundinformationindustries,existingproblemsinthebranddevelopment;thethirdpartistheanalysisofthecase,mainlyapplyingmarketingtheorytoanalyzetheproblemsinthebranddevelopment;thefourthpartistheexistenceofYoshinoyamarketingproblems,advantagesanddisadvantages,countermeasureanalysis,throughprevioustheory,theunderstandingofthespecificmethodstosolvetheproblem.TheYoshinoyabrandpositioninginthebeefricesecretexpert,basedonthefocuseatbeefrice,theimplementationoftheproductdevelopmentstrategyofproductcategorydiversificationcombination.Atthesametime,thepriceoftheexistingstandardsystem,adjustthepromotionmode,soastoensurethehealthydevelopmentofthebrand,bringmoresalesandprofitsforthecompany。Keywords:marketing;relationshipmarketing;marketingchannel4目录中文摘要...........................................................................................................................................2ABSTRACT..........................................................................................................................................31绪论...............................................................................................................................................61.1研究背景............................................................................................................................61.2研究意义............................................................................................................................61.3研究的主要内容.................................................................................................................62相关理论综述................................................................................................................................82.1市场营销的涵义.................................................................................................................82.2市场营销的种类.................................................................................................................82.2.1整合营销..................................................................................................................82.2.2数据库营销..............................................................................................................82.2.3网络营销..................................................................................................................82.2.4标杆营销..................................................................................................................92.2.5直效营销..................................................................................................................92.2.6关系营销..................................................................................................................92.2.7口碑营销................................................................................................................102.3市场营销环境...................................................................................................................102.3.1市场营销环境的定义............................................................................................102.3.2市场营销环境的类型..........................