中式快餐目标市场及产品定位的研究

Target Market and Products Location of Chinese Fast Food

针对目前中式快餐目标市场不明确的现状 ,运用市场营销学及企业管理的基本理论 ,阐述了中式快餐目标市场定位的作用 ,并在研究了中式快餐市场需求的基础上 ,确定了中式快餐的目标市场应以休闲购物人群、城市流动人口和旅游观光人群、上班族午餐及团体膳食供应、大中小学生等顾客为服务对象 。

In view of the fact that there is no definite target market of Chinese fast food at present,this research,on the basis of the theory of marketing and business administration,focuses on the role of locating the target market for Chinese fast food.Furthermore,this research defines this target market,which serves leisure and shopping group,mobile population in cities,tourists and sight seeing people,people at work,students and pupils and even group meal people and comes up with the corresponding location of products.