摘要随着国家的发展、社会进步，人们的生活水平越来越高，生活节奏越来越快，这使得一种新型的餐饮模式应运而生，它简单快捷，口味独特，能满足当今快节奏的生活需要，迎合了众多消费者不同的消费需求，早在改革开放初期肯德基进入中国市场，国内餐饮业便掀起了一股快餐潮流，各品牌西式快餐为顺应国内消费者的口味，不断改进，研发出符合“中国味”的中西结合式快餐，获得广大中式消费者的一致青睐。华莱士，这个中国本土西式快餐品牌顺应时代潮流，在激烈的市场争夺战中脱颖而出，成功跻身于中国市场西式快餐前列，也因其具有中、西式的“双重性格”，更好地满足了中国市场上的不同消费者的消费需求，扩大了消费群体，配合有效的促销策略，能够抓住本品牌的目标消费者群体，保持一个稳定的市场占有率份额，从而稳健发展。关键词：西式快餐；消费；市场；促销；模式AbstractWiththedevelopmentofthecountry,socialprogress,people’slivingstandardisgettinghigherandhigher,andtherhythmoflifeismoreandmorefast,thismakesanewtypeoffoodandbeveragemodelcameintobeing,heissimpleandquick,uniquetaste,packagingissimple,canmeetwhenthefastpaceoflifeneeds,tomeetthediverseneedsofmanyconsumers,earlyintheChinesemarket,theysetoffatrendoffastfood,withthecontinuousimprovementoftheresearchanddevelopmentinlinewiththe“Chinesetaste”ofChineseandWesternstylefastfood,awiderangeoflargeChineseconsumersareinfavorof.Wallace,theChinanativeWesternfast-foodbrandsfollowthetrendofthetimes,inmanywestfastfoodfastfiercebattleforsuccessamongtheChineseskilltalentshowsitself,themarketofWesternfastfoodbecauseitisintheforefront,alsoWesternstyle“dualcharacter”canbettermeettheneedsofdifferentconsumersintheChinesemarket,andexpandtheconsumergroup,coupledwithitsownmarketingstrategy,toseizethebrand’stargetconsumergroups,thereisastablemarketshare,thussteadydevelopment.Keywords:Westernfastfood;consumption;market;promotion;model目录摘要...............................................................................................................................1关键词..........................................................................................................................1Abstract........................................................................................................................21引言...........................................................................................................................11.1研究的目的和意义..........................................................................................11.2国内外研究现状..............................................................................................11.3研究方法..........................................................................................................22东营市中式快餐华莱士的现状分析...............................................................32.1华莱士快餐的简介..........................................................................................32.2东营市中式快餐华莱士的现状分析..............................................................33东营市中式快餐华莱士现有促销策略及存在问题...................................43.1华莱士快餐现有促销策略..............................................................................43.1.1公共关系促销策略...............................................................................43.1.2广告促销策略.......................................................................................43.1.3人员推销促销策略...................
VIP
