摘 要
市场划分是实施营销策略的一个核心，也是实现目标营销的出发点和基础。本文通过因素分析，从价格因素、品质品牌、享受消遣、理性消费、服务等五个因素中，通过 K-平均聚类方法，分别获得4种类型的消费者：享受养生型、口味品牌型、节俭便捷型、西化品质型。根据不同的市场需求，制订差异化的、有针对性的营销战略。
除了食品质量和服务水平的较量之外，还有顾客心理、饮食文化、企业品牌、网络营销等诸多因素的制约，因此，餐饮企业除了要注重饭菜质量、色香味等技术层面的技术问题，更要满足消费者消费需求。饭店要在竞争中站稳脚跟，赢得更大的市场份额，不仅要掌握自己的优势，而且要认清自己的缺点，以便在未来的发展过程中，根据顾客的需要，为顾客提供相应的服务和产品，并根据顾客的需要，制订相应的营销战略，以适应不断发展的餐饮行业。目前，我国的餐饮行业已经有了一定的成绩，但是在面对不断变化的市场和变化的情况下，仍然存在很多问题。
关键词：市场细分 营销策略 餐饮业
Abstract
Market segmentation is the core of implementing marketing strategy, and also the starting point and basis of achieving target marketing. Through factor analysis, this paper obtains four types of consumers from five factors including price factor, quality brand, enjoyment of recreation, rational consumption, and service through K-means clustering method: enjoyment of health, taste brand, thrifty and convenient, and westernized quality. Formulate differentiated and targeted marketing strategies according to different market demands.
In addition to the competition between food quality and service level, there are also many factors such as customer psychology, catering culture, enterprise brand, online marketing and so on. Therefore, catering enterprises should not only pay attention to the technical issues of food quality, color, flavor and other technical aspects, but also meet consumer demand. In order to gain a firm foothold in the competition and win a larger market share, the hotel should not only grasp its own advantages, but also recognize its own shortcomings, so that in the future development process, according to the needs of customers, it can provide customers with corresponding services and products, and according to the needs of customers, formulate corresponding marketing strategies to adapt to the constantly developing catering industry. At present, China's catering industry has made certain achievements, but in the face of changing markets and changes, there are still many problems.
Key words: Market segmentation Marketing strategy catering
目 录
摘 要 I
Abstract II
1 前言 5
1.1 研究的背景和意义 5
1.2 国内外研究 7
2 相关概念界定与理论基础 7
2.1 相关概念界定 7
2.1.1 市场细分 7
2.1.2 市场营销 8
2.1.3 餐饮业市场营销 8
2.2 理论基础 9
2.2.1 PEST分析 9
2.2.2 波特五力模型 10
2.2.3 SWOT分析 10
2.2.4 STP战略理论 11
3 餐饮业市场细分与目标市场定位 11
3.1 市场细分 11
3.1.1 地区 11
3.1.2 年龄 11
3.1.3 收入 11
3.1.4 心理行为 12
3.2 目标市场定位 12
4 餐饮业餐饮公司营销策略优化方案 13
4.1 重点打造核心产品，加强产品创新性 13
4.2 结合产品种类，优化价格构成 13
4.2.1 优化定价策略 13
4.2.2 结合产品种类，优化价格构成 14
4.3 以人为本，完善人才队伍建设 14
4.3.1 提升餐饮员工的专业程度 14
4.3.2 做好全员营销 14
市场划分是实施营销策略的一个核心，也是实现目标营销的出发点和基础。本文通过因素分析，从价格因素、品质品牌、享受消遣、理性消费、服务等五个因素中，通过 K-平均聚类方法，分别获得4种类型的消费者：享受养生型、口味品牌型、节俭便捷型、西化品质型。根据不同的市场需求，制订差异化的、有针对性的营销战略。
除了食品质量和服务水平的较量之外，还有顾客心理、饮食文化、企业品牌、网络营销等诸多因素的制约，因此，餐饮企业除了要注重饭菜质量、色香味等技术层面的技术问题，更要满足消费者消费需求。饭店要在竞争中站稳脚跟，赢得更大的市场份额，不仅要掌握自己的优势，而且要认清自己的缺点，以便在未来的发展过程中，根据顾客的需要，为顾客提供相应的服务和产品，并根据顾客的需要，制订相应的营销战略，以适应不断发展的餐饮行业。目前，我国的餐饮行业已经有了一定的成绩，但是在面对不断变化的市场和变化的情况下，仍然存在很多问题。
关键词：市场细分 营销策略 餐饮业
Abstract
Market segmentation is the core of implementing marketing strategy, and also the starting point and basis of achieving target marketing. Through factor analysis, this paper obtains four types of consumers from five factors including price factor, quality brand, enjoyment of recreation, rational consumption, and service through K-means clustering method: enjoyment of health, taste brand, thrifty and convenient, and westernized quality. Formulate differentiated and targeted marketing strategies according to different market demands.
In addition to the competition between food quality and service level, there are also many factors such as customer psychology, catering culture, enterprise brand, online marketing and so on. Therefore, catering enterprises should not only pay attention to the technical issues of food quality, color, flavor and other technical aspects, but also meet consumer demand. In order to gain a firm foothold in the competition and win a larger market share, the hotel should not only grasp its own advantages, but also recognize its own shortcomings, so that in the future development process, according to the needs of customers, it can provide customers with corresponding services and products, and according to the needs of customers, formulate corresponding marketing strategies to adapt to the constantly developing catering industry. At present, China's catering industry has made certain achievements, but in the face of changing markets and changes, there are still many problems.
Key words: Market segmentation Marketing strategy catering
目 录
摘 要 I
Abstract II
1 前言 5
1.1 研究的背景和意义 5
1.2 国内外研究 7
2 相关概念界定与理论基础 7
2.1 相关概念界定 7
2.1.1 市场细分 7
2.1.2 市场营销 8
2.1.3 餐饮业市场营销 8
2.2 理论基础 9
2.2.1 PEST分析 9
2.2.2 波特五力模型 10
2.2.3 SWOT分析 10
2.2.4 STP战略理论 11
3 餐饮业市场细分与目标市场定位 11
3.1 市场细分 11
3.1.1 地区 11
3.1.2 年龄 11
3.1.3 收入 11
3.1.4 心理行为 12
3.2 目标市场定位 12
4 餐饮业餐饮公司营销策略优化方案 13
4.1 重点打造核心产品，加强产品创新性 13
4.2 结合产品种类，优化价格构成 13
4.2.1 优化定价策略 13
4.2.2 结合产品种类，优化价格构成 14
4.3 以人为本，完善人才队伍建设 14
4.3.1 提升餐饮员工的专业程度 14
4.3.2 做好全员营销 14
参考文献 16
