浅谈餐饮业营销策略(国外英文资料)Word格式文档下载.docx
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浅谈餐饮业营销策略(国外英文资料)Word格式文档下载.docx
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Inthe21stcentury,peoplewillpaymoreattentiontothe"
taste"
ofliving,andwillnotbea"
robot"
thatwillonlyworkandearnmoneyandnotknowwhatlifeisabout.Nowadays,thecompetitionofthesocietyisintensifying,andpeopleareanxioustofindawaytobalancethetiredbodyandmindinlife.Asyoucanexpect,thepleasureofeatingwillbecomemoreandmorefashionable.Theviewofthedietthatemphasizesnutritionandneglectthepleasureofmindandbodywillsurelybephasedoutgradually,andthefuturehumandietshouldbethescientificpleasureandleisure.In"
thetheoryoffoodcivilization'
'
bythefamousJapanesefoodcultureexpertDrShiMAO,thespecialchapterdiscussesthehedonizationofdiet.Hearguesthat"
thegradualtransitionofdiettothepursuitofpleasurefromthestageofthefruitbellyisafactoftheevolving
Japanesetable.
Theso-calledhotelrestaurant"
popularoperating"
referstothehoteTsownadvantageofhardwareandsoftwareasthebacking,withthepopularizationofrawmaterials,superbcuisine,alowerpricetothegeneralpublictoprovidehighqualitystandardsoffoodandbeverageproducts,goodenvironmentandthecorrespondingservice,whichmakesthehotelasocietythemajorityofcustomerservicemodeofoperation.Thehotelwillservethecommonpeopleastheirtargetmarket,providingfoodandbeveragevarietiesandservicesforthepricetheycanaccept.Thepricehereisnotanunlimitedprice,butalowerpricerelativetoitsqualityandservicestandards.
Thenecessityandfeasibilityofthepopularoperation
Inrecentyears,the"
popularoperation"
"
intherestaurantindustryhasbeenapositivereactiontothechangesintherestaurantcateringmarket
(1)environmentalfactorsathomeandabroad.
Inrecentyears,touristsfromAsiancountrieshavegreatlyreducedtheirtouristcostsduetotheimpactoftheAsianfinancialcrisis.Atthesametime,withtheincreasingeffortsofthedomesticanti-corruptioncampaignandthereformoflargeandmedium-sizedstate-ownedenterprises,thecollectivisticconsumptionofpublicfundshasdecreased.AccordingtoBeijing,Shanghai,yunnan,yunnanstatisticaldata,sincethesecondhalfof1993,inthemidrangetouristhotels,overseasguests,femaleguestsoftheofficialconsumptionsharplyshrinking,cateringincomeaccountsforonly20%30%,residents,touristsaccountedfor70%ofmealsattheirownexpenseto70%,Inatopstarhotelhasasimilarphenomenon,theoriginalproductsupplyisfargreaterthantheoriginalmarketdemand,thehotelcouldnotoperateaccordingtotheoriginalpolicy.Themanagerofastarhotelmustchangethemanagementconceptandadjustthepositioningofthemarket.Tostimulatedesirebyproductrenewal,innovativeoperationmodeandflexibleeconomicleverage,toattractandsatisfythereasonablerequirementsofdomesticconsumers.
(2)thetransformationofpoliciesandattitudes
Alongwiththeimplementationoftheplanfornationaltourism,domestictourismboom,consumerawarenessingraduallymaturing,especiallythepracticeofnewsystemofworkinghoursandstatutoryholidays,fortheworkingclasstotheleisuremarketandtheconsumermarketmoreactiveholidays.Thedomesticcustomersoflowandmiddleclassconsumptionwillbecomethemainbodyofthemarket,andtheconsumptionpatternsofthemasseswi11becomemainstream.Atthesametime,expandingdomesticdemandhasbeenanimportantstrategicdecisionforthepartyandthecountry.Itisalsoalong-termfootholdforChina*ssocialandeconomicdevelopment.Theemphasisonfoodandfoodcultureisanationaltraditioninourcountry,soitisofgreatsignificancetopromotedomesticdemandandstimulateconsumption.Cateringisamajorpartofthehotel,anditshouldalsovigorouslyexpandthedomesticdemandmarketandrespondtothemajorchangesinourcountry*seconomicdevelopment.
TraditionalChinesedinneralwaysthink"
eatdishisnotsee"
andmodernChinesebanquetfunctionis"
tothemarriageisnotjusttotaste,buttoentertain,tobehappy,tonostalgia,help...evenbusiness'
*.So,learnfromthewesternfoodculture,howtomakethefoodthatisgoodandgood-lookingandnutritionhealth,thisisalsothegoalthatourcountrymodernrestaurantindustrypursues.
(3)competitionintheindustryintensified.
Thecurrentdomesticfoodunprecedentedfiercemarketcompetition,socialrestaurantshavesprunguplike,itssize,affordable,dishesprominentfeatures,closertothedifferentlevelsofconsumerdemand.Haveaplentyofcommonfood,hotpotcity,somearetodevelopthehighestlevelofdiningroom,suchasguangzhounewlitchibayhotel,thesouthChinaseafishingvillage,etc.,andeventhe"
superfive-star*.Asaresult,
Thedistinctivethemeattractsalotofconsumers,dispersingrestaurantsandrestaurants.Andhotelcateringtocompetewithsocialrestaurants,thoughtherearesomecan,tequalcomparisonofrestrictionconditions,butthisdoesnotmeanthatthehotelcan*t,doingnothing.Onthecontrary,aslongastheconceptisfirst,thesuperiorityofthehotelwillbefullydeveloped,andtheoriginalhighlevelproduction,restaurantenvironmentandcateringservicewillservethecommonpeople.Itisentirelypossible,then,totakebacksomeofthemarketandevenexpandthemarket.
Second,thestrategyofpopularoperation.
Themostimportantoneisthatthefoodandbeveragedepartmentwillhandletherelationshipbetweengoodtasteandlowpriceinthepremiseofprofit.Costreductionensuresincreasedprofits.Embodiedin:
theimplementationofbulkrawmaterialsprocurementandprocessingcostofcompression,thepricedecreasestoincreasecompetitiveness,thusmakesguestsincreased,turnoverincreased,eventuallymakingincreasedprofits.Thus,thevirtuouscircleisformed,andtheprofitisthescale.
(1)toaccommodatethemassprice.
In2002China*snationalbureauofstatisticsjointlywiththeBritishmarketresearch,theAmericanTelmardataanalysisgroupandthesouthChinamarketresearchfirm,inBeijing,guangzhou,Shanghai,tianjin,chengdu,shenyang,jinanandotherplacesoftheconsumptionofthefiftythousandresidentswereinvestigated,theresultsareasfollows:
Themonthlyincomeis24%forresidentsunder1,000yuan;
Themonthlyincomeis49percentfrom1,000to1999;
Themonthlyincomewas33%from2000to2500yuan;
Monthlyfoodexpensesof1,000to1,500yuan(23%);
Foodexpensesaccountfor17%ofthetotalmonthlyfoodexpenses(foodexpensesincludeeatingathome,dininginthecafeteria,
eatinginrestaurantsandbuyingsnacks)
Thisshowsthattherestaurantbusinessshouldmakethepricereasonable,nottoohighandtheaveragecustomerisafraid,nottoolowtomakethehotelrununprofitable.Soit'
sveryimportanttogettherightprice.
Inordertoreducecosts,thefollowingcostcontrolshouldbestrengthened:
lowerlaborcosts.Inpricecompetitionandsocietyrestaurant,hotel,oftenatadisadvantage,buttherearestillmanycantrytoplace:
thecostofrawmaterialsandauxiliarymaterialsformosthotels,thereare20%to30%.Itisimportanttolookattheopen,scientificandsupervisorynatureofpurchasingsystemandmaterialsystem.Energyandwatersourcesare10%to20%.Forthelaborcost,oneistocompeteforthejobandcarryoutthefullload.Second,thepolicyofemployingpeoplewillberelaxedandwillallowfortherecruitmentoflow-costlaborinruralandruralareas.Thecostofsavingthesethingswillgeneratemorenetprofit,whichisconsiderable.Ofcourse,itisveryimportanttoanalyzethecharacteristicsofthehotelandthecharacteristicsofthemarketindifferentsegmentsofthemarketwhenchoosingthetargetmarketthatcanbeentered.Generallyspeaking,thetargetmarketischoseninthemiddleclass,nottoolow,andthemiddlesectionneedsfurthersegmentation.LikeShanghaijinshariverhotel,themidrangeweddingbanquetofqiancranehoteloccupiesthe"
halfwall"
oftherestaurant.Thefive-starnewjinjianghotelhasaclassandaffordable"
jiangsuandzhejiangcooking”,bothofwhicharebasedonthesuccessofpositioningand
attractmanyconsumers.
(2)thediversityoftastes
Theeconomyhasdevelopedandpeoplearemorefocusedonaddingnewcontenttotheirdiets.Thedesiretounderstandthecultureoftheoutsideworldandtherestoftheclasswillgrow.Peoplenolongersatisfythe"
relyingonthemountains,waterforthewater"
theywanttoknowtheoutsideworld,theexoticfood.Thecultureofallcountriesmustbreakthegeographicalboundaries,andtheywillbeassimilatedoralienatedtomeetthisneed.Variousflavorsanddisheswillbesetuponthefirstfloor,withtheworld*sfamousfoodonthefirstfloor,whichwillbeanewlandscapeforthecateringindustry.Therefore,itisveryimportanttoexcavateanddevelopnationalfoodproductstobringthemtotheworld.
Xiaoshan:
theheavygold100,000collectthefolkfood.
Intheeyesofmanypeople,itisnowbeingcollectedbyahotelinzhejiang
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