本科论文摘 要餐饮业要想发展的更为强大，除了对自我产品质量的严格要求，服务营销策略也是必不可少的一部分，它能更好的提升顾客的满意度和忠诚度。相比较于中国的其他火锅店，海底捞以“服务至上，顾客至上”为宗旨，在国内的餐饮市场占据不可撼动的地位。本论文选取了“海底捞火锅”餐饮企业作为研究对象，目的是希望通过对海底捞的服务营销策略研究，使其在餐饮业竞争日趋激烈的今天找到更好的发展思路，能够让别的餐饮业作为参考，帮助它们实现自我的价值。运用案例分析，不同策略的分析与比较，通过对“海底捞”餐饮企业国内市场分析、营销策略分析及服务分析总结出海底捞火锅的成功经验及不足之处，并对不足之处提出相应的改进措施。关键字：海底捞火锅；服务营销；顾客本科论文AbstractThe subject of this study is a well-known "sea fishing pot", this paper summarizes the successful experience and inadequacies of the sea fishing pot by analyzing the domestic market, marketing strategy analysis and service analysis, and put forward corresponding improvements to the inadequacies . Compared to other hot pot restaurants in China, sea fishing to "service-oriented, customer first" as its purpose, in the domestic food and beverage market occupy an unshakeable position. However, in recent years the competition, the characteristics of sea fishing service gradually learn from other hot pot restaurants, while its brand promotion is not enough, you want to continue to dominate the hot pot industry, sea fishing also need to combine their own characteristics and innovation, to Follow the trend of today's social catering industry, to continue to defend the myth of China's hot pot position.Key words: Sea Fishing Pot Service;Management; Marketing Customers本科论文目 录摘 要...................................................................................................................................1Abstract..............................................................................
