摘 要福建周麻婆以特色的家常菜品深受消费者的喜爱，作为餐饮服务行业，如何有效的提高消费者的消费体验，增强消费者的品牌忠诚度是关键。当前餐饮行业竞争十分激烈，周麻婆餐饮也面临着激烈的市场竞争，餐饮属于服务行业，其服务的质量以及消费者的体验直接影响周麻婆的市场形象与知名度，因此，通过对周麻婆服务营销的现状进行分析，总结归纳存在的主要问题，如客户的体验感知差、服务的层次性不足等，从服务差异化、形象差异化、产品差异化等方面提出福建周麻婆服务营销具体的完善策略，有助于推动周麻婆的发展，同时也为其他的餐饮企业的发展提供有益的借鉴与建议。关键词： 福建周麻婆；服务营销；体验AbstractZhoumapo, Fujian Province, is deeply loved by consumers for its unique home dishes. As a catering service industry, how to effectively improve consumer experience and enhance consumer brand loyalty is the key. At present, the competition in the catering industry is very fierce, and zhoumapo catering is also facing fierce market competition. Catering belongs to the service industry, whose service quality and consumer experience directly affect zhoumapo's market image and popularity. Therefore, through the analysis of zhoumapo's service marketing situation, this paper summarizes the main problems, such as poor customer experience perception and service From the aspects of service differentiation, image differentiation and product differentiation, this paper puts forward specific improvement strategies of Fujian zhoumapo's service marketing, which is helpful to promote the development of zhoumapo, and also provides useful reference and suggestions for the development of other catering enterprises.Key words: Fujian zhoumapo; service marketing; experience目 录1 引 言.........................................................11.1 研究背景........................................................11.2 研究意义...........................................................
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