我国餐饮服务营销现状及发展策略

On Catering Marketing Status Quo and Development Strategy in China

近年来,我国的餐饮业发展非常迅速,餐饮业的增长率要比其它行业高出十个百分点以上。餐饮业市场潜力巨大,前景非常广阔。但从另一个方面来看,我国餐饮业市场竞争日益激烈,内有不断激增趋于饱和的国内餐饮企业,外有虎视眈眈伺机大举进攻的国际饭店管理集团。餐饮企业要在内外交困的激烈竞争中取胜,必须高度重视并发展服务营销。本文从我国餐饮企业的现状入手,分析了我国餐饮业服务营销存在的主要问题,并针对这些问题提出了企业开展服务营销的发展策略。

In recent years, China’s catering industry has developed very quickly. The growth rate in the industry is 10% more than other industries. The catering industry has huge potential markets and the prospects are very broad. But on the other hand, the competition of China’s catering industry market is becoming increasingly fierce due to increasing domestic and oversea competitors. Under such conditions, a catering enterprise must pay more attention to service marketing in order to win the competition. In view of the status quo of catering marketing in our country the paper analyzes existing problems and puts forward some correspondent measures in service marketing development.