中式快餐产品定位与广告策略研究——以海底捞快餐连锁为例本科毕业论文.doc

中式快餐产品定位与广告策略研究
——以海底捞快餐连锁为例
摘要
随着我国经济的不断发展,也是因为在西式快餐业巨头肯德基,麦当劳等国外快餐企业的强烈刺激下,我国的快餐业也在加速发展。现在我国自己的中式快餐已经逐渐成长成为我国餐饮市场上的一支重要力量。以海底捞快餐连锁品牌来说,仍然存在很多问题与不足,主要表现为缺少对快餐店的现状分析、客户需求分析、商品定位,产品分析,对于本品牌的广告策略研究等等问题,这在一定程度上制约了海底捞快餐连锁品牌的发展。海底捞快餐连锁品牌快餐业在追求发展速度的同时,必须着手解决好制约快餐业发展的各种问题,从而推动我国快餐业健康、有序地发展。随着我国中式快餐连锁行业市场单争的日趋激烈,海底捞快餐连锁品牌可以利用广告适度地宣传一下自己,这也已经是成为快餐行业竞争和经营的一个十分重要的手段和内容了,作为快餐行业的企业经营者,必须在全画了解本企业餐饮的状况前提下,经过严密的广告策划,这样的广告宣传才会给自己的品牌带来意想不到的效果。
本文通过在海底捞快餐连锁品牌为例,对中国快餐的现状和客户需求、快餐连锁店的定位、产品分析、如何来定价来进行研究。本文通过对整个快餐行业发展近况及中式快餐企业的发展概况、海底捞快餐连锁品牌
现状进行分析,找出海底捞快餐连锁品牌发展中的瓶颈和问题,对海底捞快餐连锁品牌现实发展当中的遇到的问题提出一些参考性的意见,也对海底捞快餐连锁品牌广告策略做了一些研究和分析,希望通过广告能够对海底捞快餐连锁品牌的发展有所借鉴,希望海底捞快餐连锁品牌能够很好的发展壮大走向国际化。
关键词:海底捞产品分析广告策略
Research on Chinese fast food product positioning and advertising strategy
——In fast food chain Haidilao for example
Abstract
With the continuous development of our economy, but also because in western-style fast-food giant KFC, under the intense stimulation of foreign fast panies such as McDonald's, the fast-food industry in our country is also accelerating. Now own Chinese fast food in China has gradually grow to e an important force in our country food and beverage market. In haidilao fast-food chains, save but still in a lot of problems and deficiencies, main show is the lack of analysis on the present situation of the fast food restaurant, customer needs analysis, product positioning, product analysis, advertising for the brand strategy research and so on, this to some extent, restricted the haidilao fast-food chain brand development. Haidilao fast-food chain fast food brand in pursuit of growth at the same time, must set out to solve the various problems which restrict the development of the fast food, and promote the fast food industry healthy and orderly development in China. As single for Chinese fast food chain industry market in China es more intense, haidilao fast food chains can take advantage of the ads moderately yourself, this is also e a fast-food petition and the managem