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华东理工大学工商管理硕士学位论文第I页必胜客在中国市场的营销战略制定研究摘要近二十年来，“休闲餐饮”这个后起的、全新的用餐理念随着休闲餐饮品牌店的营销在中国已经成为一种时尚。西式休闲餐饮品牌必胜客则是其中发展最快最好的品牌。自1990年必胜客开始进入中国休闲餐饮市场，通过其准确的定位，适当的“本土化”策略，获取了巨大的成功。在休闲餐饮行业经过了十多年的快速发展后，如今的市场竞争格局已经发生了翻天覆地的变化，必胜客的市场份额逐渐遭到竞争对手的蚕食，导致其销售额的年增长率出现了下降的态势。本文以必胜客中国的战略营销策略为研究对象，运用了战略营销理论、竞争战略理论、消费者行为理论等理论，采用了市场分析及消费费者调查数据报告等研究手段。研究了目前必胜客在中国的营销战略和具体的营销组合策略以及必胜客在中国持续发展所需要做出的营销战略方面的必要的改进与调整。本文的研究可以为必胜客的进一步发展提供一些建议，同时也为那些试图在中国发展的连锁休闲餐饮企业一些启示。关键词:必胜客；休闲餐饮；战略营销；竞争战略；营销组合第II页华东理工大学工商管理硕士学位论文ResearchofPizzaHut’sMarketingStrategyDevelopmentAbstractInthenearlytwentyyears,“Casualdining”whichmeansalatecomerandbrand-neweatingconceptcomesintoafashionwiththemarketingserviceofthosecasualdiningrestaurantbrands.PizzaHutthewesterncasualdiningrestaurantbrandisthebestonewhichisgrowingrapidlyamongallthecasualdiningbrandsinChina.In1990PizzaHutbegantoenterthecasualdiningmarketinChina.BasedonitsaccuratebrandpositioningandappropriatelocalizationmarketingPizzaHutgetsagreatsuccess.AfterCasualdiningmarketingdevelopedrapidlyformorethantwentyyears,thecurrentmarketingcompetitionhasbecomegreatdifferentfromthebeginning.BecausePizzaHut’smarketsharehadbeengrabbedbyothercasualdiningcompetitorsrecently,itsannualrateofsalesgrowthdecreased.ThisresearchbasesontheMarketingStrategyDevelopmentofPizzaHutChinaandmakefulluseofthetheoriesincludingStrategicMarketing、CompetitiveStrategyandConsumerbehaviorswiththetoolsofmarketinganalysisandreportofconsumermarketsurvey.StudyonthecurrentmarketingstrategyandmarketingmixofPizzaHutChinaandthesuggestionesofimprovementsandadjustmentsofitsmarketingstategyforachievingitsdevelopmentgoals.HopefullythisresearchcanprovidesomesuggestiontoPizzaHut’scontinuousrapidgrowthinchinaandbehelpfulforthosewhowanttodeveloptheircasualdingingbusinessinchina.KeyWords:PizzaHut;Casualdining;StrategicMarketing;CompetitiveStrategy;MarketingMix华东理工大学工商管理硕士学位论文第III页目录第1章前言.......................................................................................................11.2本文研究的目的和意义....................................................................................................11.3研究思路与论文主要内容................................................................................................21.4调研方案与设计................................................................................................................21.4.1调研方案.........................................................................................................................21.4.2问卷设计.........................................................................................................................3第2章理论综述...............................................................................................52.1战略营销理论....................................................................................................................52.1.1市场营销理念的发展及战略营销理念的形成.............................................................52.1.2战略营销理论的核心思想及核心内容.........................................................................72.1.3营销战略的内容.............................................................................................................72.1.4战略营销管理范式（SMM）及其核心内容...............................................................82.2消费者行为理论..............................................................................................................122.2.1消费者行为的相关理论...............................................................................................122.2.2消费者行为的研究方法论综述...................................................................................14第3章中国休闲餐饮业的发展背景及行业分析.........................................173.1中国休闲餐饮业的发展背景..........................................................................................173.2中国休闲餐饮业的兴起与发展......................................................................................173.3休闲餐饮行业的环境特点..............................................................................................173.4目前中国休闲餐饮市场分析..........................................................................................19第4章休闲餐饮企业必胜客.........................................................................254.1百胜全球餐饮集团简介..................................................................................................254.2必胜客简介......................................................................................................................25第5章必胜客中国现行营销战略分析与研究.............................................275.1必胜客在中国市场的定位..............................................................................................275.1.1在中国大陆必胜客所选择的具体细分市场...............................................................275.1.2必胜客在中国大陆的市场定位...................................................................................275.2目前必胜客在中国的营销组合策略研究......................................................................285.2.1必胜客在中国的产品策略...........................................................................................285.2.2必胜客在中国大陆的价格策略(PRICE)............................................................