海底捞的经营管理分析.doc

毕业论文（设计）
论文题目：海底捞的经营管理分析
（英文）Haidilao management analysis

2016 年 4月 25日

海底捞的经营管理分析
【摘要】
本文以市场营销学中的细节营销理论和企业管理学中精益管理理论为基础，利用社会学的基本知识点作为支撑，从营销、管理、文化等角度，研究我国餐饮企业在细节营销过程中应该注意的问题，构建餐饮企业服务营销模式，并提出了企业实施服务营销的具体策略。文中以火锅企业海底捞为例，强调餐饮企业在实施服务营销的过程中必须坚持以人为本的理念，处处为顾客着想，事事为员工谋福利，提高顾客、员工对企业的关注度与忠诚度。另外企业的服务营销，不能完全照搬他人经验，要以突出本企业特色为前提，在企业围进行管理创新，实行差异化营销，确保顾客享受到的是独特的服务。在案例分析的基础上确立了服务营销理念下餐饮企业的新营销模式——人本营销，它以企业、员工、顾客三者为中心，通过企业对员工的细节营销和员工对顾客的细节营销，形成良好的餐饮生态圈：企业对员工好一员工有干劲——员工对顾客好——顾客体验良好一一顾客忠诚度高——企业获利，达到三方的互惠互利，共同成长与进步。
【关键词】餐饮业 服务营销 精益管理
Abstract
Basing on the theory of marketing and management and taking advantage of supporting of basic point in sociology,the article has made some research that dining enterprise pay attention to some problems in marketing,building enterprise marketing patted and putting forward to carrying out strategy of detail marketing from angels of marketing,enterprise management and culture．Taking example of Haidilao Restaurant,the article has stressed in insisting in the concept of people-oriented，all of detail view of concerning customer,everything for the benefit of employees，improving enterprise attention and loyalty of customers and addition,the enterprise Call not copy the experiences of others but highlight the characteristics of the business premise in detail marketing and carry out the implementation of differentiated marketing to ensure that customers enjoy a unique service．within the enterprise management innovation，Based on the analysis in the case，we obtained the conclusion that established a new marketing model·····-one of the marketing it to businesses under the concept of the details of the catering business It takes enterprise、 employees and customers as the center and forms a good ecosystem of food：good corporation with employees··employees motivating··Staff attitude to the customer better-a good customer experience-hig