淺談酒店餐飲營銷的發(fā)展趨勢(shì)

摘要

　　　隨著我國市場(chǎng)經(jīng)濟(jì)的深入發(fā)展，社會(huì)對(duì)于市場(chǎng)營銷學(xué)的理論知識(shí)需求變得越來越大，各行各業(yè)也需要引進(jìn)大批的營銷專業(yè)人才。隨著經(jīng)濟(jì)穩(wěn)定快速增長，我國餐飲市場(chǎng)表現(xiàn)出旺盛的發(fā)展勢(shì)頭，餐飲消費(fèi)成為拉動(dòng)消費(fèi)需求穩(wěn)定增長的重要力量。餐飲營銷不僅是當(dāng)代餐飲企業(yè)在迅速變化的市場(chǎng)環(huán)境和日趨激烈的競(jìng)爭(zhēng)中求生存、求發(fā)展的管理方法，而且已經(jīng)逐漸成為當(dāng)代餐飲管理人員的一種行為方式。面對(duì)全球經(jīng)濟(jì)和知識(shí)經(jīng)濟(jì)時(shí)代的全面挑戰(zhàn)，餐飲營銷的理論與實(shí)踐正在不斷創(chuàng)新，以適應(yīng)新的、更為急劇變化的環(huán)境要求。本文通過對(duì)酒店企業(yè)餐飲營銷現(xiàn)狀及餐飲營銷策略的分析，闡述餐飲營銷的基本理論和方法，介紹了目前餐飲營銷發(fā)展趨勢(shì)的方向。

關(guān)鍵詞：酒店餐飲；營銷；發(fā)展趨勢(shì)
　　　　
　　　　
　　　　
　　　　
　　　　
　　　　
　　　　
　　　　
　　　　
　　　　
　　　　
　　　　
　　　　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  錄

1  緒論 ……………………………………………………………………………… 1
2  酒店企業(yè)餐飲營銷現(xiàn)狀分析 …………………………………………………… 2
   2.1 餐飲營銷前景 ……………………………………………………………… 2
   2.2 餐飲營銷觀念 ……………………………………………………………… 2
3  餐飲營銷的發(fā)展趨勢(shì)和實(shí)施方法 ……………………………………………… 4
   3.1 以“以人為本”為指導(dǎo)策略 ……………………………………………… 4
   3.2 服務(wù)員的服務(wù)質(zhì)量營銷 …………………………………………………… 4
   3.3 做好內(nèi)部營銷 ……………………………………………………………… 5
   3.4 顧客調(diào)查和市場(chǎng)定位 ……………………………………………………… 6
   3.5 菜品的質(zhì)量營銷 …………………………………………………………… 7
   3.6 餐廳的環(huán)境營銷 …………………………………………………………… 8
   3.7 注重關(guān)系營銷 ……………………………………………………………… 9
4  結(jié)論 ……………………………………………………………………………… 11
參考文獻(xiàn)  …………………………………………………………………………… 12
致謝  ………………………………………………………………………………… 13