顾客中心论的餐饮企业营销战略

XCLW20276  顾客中心论的餐饮企业营销战略  (字数：8774)

摘要

世界经济正以势不可挡的趋势朝着全球市场一体化、企业生存数字化、商业竞争国际化的方向发展，以互联网、手段知识经济、高薪技术为代表，以满足消费者为核心的新经济迅速发展。面对卖方市场向买方市场的快速转化，企业不得不改变自己的生产和销售策。过去企业生产什么就卖什么，已经不再适应日趋激烈的竞争市场。顾客可以向成千上万的企业中进行选择，企业不再具备优势，因此，越来也多的企业开始改变自己的营销策略。从以产品为中心转向以顾客为中心，随着社会的进步，经济的快速发展，消费者的文化水平、消费观、收入、购买力都发生了翻天覆地的变化。在这变化中，企业营销是如何立足“以顾客为中心”的思想，坚持以顾客为导向，不断满足顾客的需求，是企业营销活动中重点关注的一个重要话题。

本文以顾客中心论为基础理论，贯彻“以客户为向导”的经营思想，与客户建立紧密的伙伴关系，可以有效的挖掘客户、留住现有客户，提高客户的忠诚度。本文研究的目的在于通过对客户关系管理理论的研究分析，分析客户关系管理在餐饮业中的意义，餐饮业现状及存在的问题。如何更好地把“顾客中心论”餐饮企业营销管理应用于在企业中，同时为餐饮企业的发展提供理论参考和实践应用价值。

关键词：顾客中心论；餐饮企业；客户关系管理

summary

The world economy is developing in an irresistible trend towards the integration of global markets, the digitization of enterprise survival and the internationalization of business competition, represented by the Internet, means knowledge economy, and high-paying technology. The new economy, which is centered on meeting consumers, is developing rapidly. Faced with the rapid transformation from seller's market to buyer's market, enterprises have to change their production and marketing policies. In the past, enterprises sold whatever they produced and no longer adapted to the increasingly competitive market. Customers can choose from thousands of enterprises, enterprises no longer have advantages, so more and more enterprises began to change their marketing strategies. From product to product With the development of society and the rapid development of economy, the cultural level, consumption view, income and purchasing power of consumers have changed dramatically. In this change, how enterprise marketing is based on the idea of "customer-centered", adhere to customer-oriented, constantly meet the needs of customers, is an important topic of focus in enterprise marketing activities.

Based on the theory of customer center, this paper carries out the management thought of "customer as the guide" and establishes a close partnership with the customer, which can effectively excavate the customer, retain the existing customer, and improve the loyalty of the customer. The purpose of this paper is to analyze the significance of customer relationship management in the catering industry, the present situation and the existing problems through the research and analysis of customer relationship management theory. How to better apply the "customer-centered" marketing management of catering enterprises to enterprises, and at the same time provide theoretical reference and practical application value for the development of catering enterprises.

Key words: customer-centered theory; catering enterprises; customer relationship management

目    录

摘要 I

summary II

绪论 2

（一）“顾客中心论”的产生 2

（二）研究现状 2

一、“顾客中心论”实施的必要性 3

（一）顾客中心论的含义 3

（二）实施“顾客中心论”餐饮企业营销的必要性 3

1.顾客需求的差异性 3

2.企业资源的有限性 3

二、餐饮行业现状及存在的问题 4

（一）市场规则不完善 4

（二）用餐环境脏乱差 4

（三）出餐时间慢，翻台率低 4

（四）小型餐馆多，发展前景小 4

三、“顾客中心论”餐饮企业营销战略实现机制 5

（一）了解顾客的需求 5

（二）掌握顾客需求，探索消费行为新趋势 5

（三）服务流程的规范与优化，提高客户服务质量 5

（四）根据顾客需求设计“第三空间”--以星巴克为例 6

（五）正确处理顾客的投诉 7

四、“顾客中心论”企业营销战略的借鉴意义 8

（一）树立诚信理念 8

（二）以共同的价值观和行为准则，增强企业凝聚力 8

（三） 企业以尊重的态度对待员工 8

五、“顾客中心论”实现机制分析所得到的启示 10

参考文献 11

致谢 12