基于关系营销理论的我国餐饮企业营销策略

Research on the Marketing Strategy of Chinese Catering Enterprises Based on the Theory of Relationship Marketing

随着我国餐饮行业消费的快速增长,传统营销模式已不能适应竞争日益激烈的餐饮市场发展要求,餐饮企业急需把关系营销放在重要位置。通过阐述关系营销对我国餐饮企业的重要性,分析当前餐饮企业关系营销活动中存在的问题,如理解片面性、维系忠诚顾客的机制、餐饮同行之间的协作性等等,提出了增强员工营销意识、服务意识、建立信息管理系统等完善餐饮企业实施关系营销策略的建议。

With the rapid growth of China ’ s catering industry consumption ,the traditional marketing model can ’ t meet the increasingly intensified catering industry competition requirements .Catering enterprises should place rela-tionship marketing in an important position .This paper discusses the importance of relationship marketing in Chi-nese catering enterprises , analyzes current problems of relationship marketing activities in catering enterprise and proposes the implementing relationship marketing strategies .