节日餐饮市场开发及有效管理研究

Research on Marketing and Management of the Festival Food Market

随着节日文化不断丰富,节日经济日益活跃,节日餐饮成为一大亮点。节日餐饮市场在需求方面呈现出集中性消费、购买力强、消费趋于理性化、休闲化等特点;在供给方面呈现出产品层次多样化、营销方式不断创新、节日内涵不断丰富等特点。目前节日餐饮市场存在一些问题,餐饮企业应采取将餐饮产品卖点节日化、强化品牌意识、不断创新经营方式、开展丰富的联展联销活动、重视互联网团购及微博应用、加强人力资源管理、强化食品安全管理等措施,加强节日餐饮市场开发及有效管理。

With the development of the festival economy and culture, festival food has become a major high- light. The festival food market is characteristic of concentration consumption, strong purchasing power and ra- tional and casual tendency on the demand side, while it is characteristic of variety in products, constant innova- tion in marketing, enriching festival connotation on the supply side. To solve the problems in the festival food market, the enterprises should put the festive clothing to the product, strengthen brand awareness, innovate the mode of operation, carry out joint exhibition marketing activities, pay attention the group purchase on the inter- net and microblog application , attach importance to human resources and food safety management and so on.