郑州市中小型餐饮企业市场营销现状调查分析

Investigation and Analysis on Marketing Status Quo of Middle and Small-sized Catering Enterprises in Zhengzhou

近几年自媒体营销和网络营销的社会化程度越来越高,在给中小餐饮企业带来机遇的同时也带来了挑战,企业间的竞争异常激烈。本文围绕市场营销组织、营销战略及计划、市场研究能力、营销策略、营销效益等五方面设计调查问卷,并采用SPSS19.0进行问卷数据处理,通过对郑州市中小型餐饮企业市场营销现状进行分析,结果显示:郑州市各中小型餐饮企业高度重视互联网技术在市场营销中的应用,重视网络分销渠道的建设;各餐饮企业制定价格时在顾客因素上分歧最大;企业都把注意力集中在产品上,忽视市场需求在变化,容易致使企业陷入困境;郑州市中小型餐饮企业的品牌观念不强;品牌建设投入少,品牌美誉度和忠诚度都较小。

In recent years,level of socialization of We-Media marketing and network marketing is becoming higher and higher,which brings opportunities and challenges to small-sized catering enterprises.Therefore,competition of enterprises has become more and more strong.In this paper,the authors designed questionnaire by using SPSS19.0,aiming at marketing organization,marketing strategy and plan,market research capacity,marketing planning and marketing benefit,and analyzed marketing status quo of middle and small-sized catering enterprises in Zhengzhou.The results shows that:all middle and small-sized catering enterprises in Zhengzhou pay high attention to application of internet technology in marketing and construction of network distribution channel;there are sharp differences of customers among all catering enterprises when they set the price;all enterprises concentration on product and ignore change of market requirement,which easily generate dilemma to enterprises;consciousness of brand of middle and small-sized catering enterprises in Zhengzhou are weak;input of brand building is few,reputation and loyalty of brand is low.