浅谈酒店餐饮营销的发展趋势毕业论文.doc

浅谈酒店餐饮营销的发展趋势

摘要

　　　随着我国市场经济的深入发展，社会对于市场营销学的理论知识需求变得越来越大，各行各业也需要引进大批的营销专业人才。随着经济稳定快速增长，我国餐饮市场表现出旺盛的发展势头，餐饮消费成为拉动消费需求稳定增长的重要力量。餐饮营销不仅是当代餐饮企业在迅速变化的市场环境和日趋激烈的竞争中求生存、求发展的管理方法，而且已经逐渐成为当代餐饮管理人员的一种行为方式。面对全球经济和知识经济时代的全面挑战，餐饮营销的理论与实践正在不断创新，以适应新的、更为急剧变化的环境要求。本文通过对酒店企业餐饮营销现状及餐饮营销策略的分析，阐述餐饮营销的基本理论和方法，介绍了目前餐饮营销发展趋势的方向。

关键词：酒店餐饮；营销；发展趋势
　　　　
　　　　
　　　　
　　　　
　　　　
　　　　
　　　　
　　　　
　　　　
　　　　
　　　　
　　　　
　　　　DISCUSSION ON THE DEVELOPMENT TREND OF HOTEL DINING MARKETING
ABSTRACT

　　　With the in - depth development of china's market economy, social marketing theory knowledge demands became more and more big, and marketing of all walks of life also need to import a large number of professionals. Along with the stable and rapid economic growth, china's food and beverage market has shown strong momentum of development, catering consumption has become an important force for stimulating steady growth in consumer demand.Food and Beverage Marketing is not only the contemporary catering enterprises in the rapidly changing market environment and survive increasingly intense competition and development management methods, and have gradually become a behavior pattern of Modern Catering Management personnel. In facing the challenges of the global economy and all - round knowledge economy era, Food and Beverage Marketing theory and time are constantly making innovations to the new, more rapidly changing environment requirements. This article by catering to hotel enterprises marketing status quo and analysis of the Food and Beverage market, expounding the basic theory and methods of Food and Beverage Marketing and introduced the current development trend of food and beverage marketing.
　　　
Key words: Hotel Dining ; Marketing ; Trends
　　　　
　　　　
　　　　
　　　　

目  录

1  绪论 ……………………………………………………………………………… 1
2  酒店企业餐饮营销现状分析 …………………………………………………… 2
   2.1 餐饮营销前景 ……………………………………………………………… 2
   2.2 餐饮营销观念 ……………………………………………………………… 2
3  餐饮营销的发展趋势和实施方法 ……………………………………………… 4
   3.1 以“以人为本”为指导策略 ……………………………………………… 4
   3.2 服务员的服务质量营销 …………………………………………………… 4
   3.3 做好内部营销 ……………………………………………………………… 5
   3.4 顾客调查和市场定位 ……………………………………………………… 6
   3.5 菜品的质量营销 …………………………………………………………… 7
   3.6 餐厅的环境营销 …………………………………………………………… 8
   3.7 注重关系营销 ……………………………………………………………… 9
4  结论 ……………………………………………………………………………… 11
参考文献  …………………………………………………………………………… 12
致谢  ………………………………………………………………………………… 13