基于STP的休闲餐饮营销战略探讨

随着休闲旅游的兴起,越来越多的休闲餐饮业态应运而生,然而其中大多数经营者始终难以摆脱"各领风骚一两年"的命运,确实值得反思。对于类似重庆莱得快餐饮的美食连锁公司而言,经营休闲小吃的各类竞争者环伺且有越演越烈之势,如何"知己知彼,百战不殆",运用STP模型确立适合的市场定位,塑造独特的品牌形象,并由此制定相应的产品策略、价格策略、渠道策略、促销策略,成为经营的必修之技,也是致胜的不二法门。

With the development of recreation tourism, more and more casual dining industry forms emerge as the times require. How- ever, most of the operators are always difficult to get rid of being in the leading position for one or two years, which is indeed worthy of reflection. For the fast food corporations like Chongqing Laidekuai Catering Culture Co., Ltd., more and more kinds of competitor have emerged. In order to know opponents well and be ahead of the competition, this paper proposes to use STP model to establish proper market positioning, create unique brand image, and formulate the corresponding strategies of product, price, channel and promotion as to obtain the compulsory skills and the only way to succeed.