重庆地区餐饮企业的营销质量提升必要性研究及对策分析

The Necessity and the Countermeasure Analysis of Marketing Quality Improvement on Catering Business in Chongqing Area

重庆本地餐饮企业营销因企业的特色定位不同和产品差异,没有一个统一的研究模式,给企业利润提升带来困难。营销结果对企业发展经营状况起到至关重要的作用。本文认为营销的质量是基础,当产能增加,企业的产品尤其是传统行业的产品本身质量提升已经很难,营销质量的提升则对消费者的消费行为起到至关重要的影响。目前大多数餐饮企业的营销数据都符合文中的营销质量峡谷走向曲线,所以高营销质量获得高利润是目前企业适应竞争激烈的市场必须选择的道路。本文运用质量体系中ISO9000族的理论,建立营销质量提升前后的对比模型,通过流程提炼、PD-CA等手法,对餐饮类企业营销质量提升提出建议。

There is no unique style for the research of the marketing of the local catering services in Chongqing,which varies from industry to industry,and product to product,bringing difficulties to profit increase.The result of marketing plays a vital role for the development of enterprise.This article holds that quality is the basis of marketing;when the productivity is on the increase,it’s hard to improve the quality of the product,especially that of the traditional product,and the improvement of marketing quality largely influences the buying practice of a consumer.With now the marketing data in most catering services being reflected on the graph,to get high profit by adopting the strategy of high-quality marketing will be the inevitable road for an enterprise to take.This article establishes the comparison model pre and after the increase of marketing quality by adopting the ISO9000theory in quality system,and provides advices for the quality increase in catering services by means of process refining and PDCA.