【作者】 江梅；

【导师】 贾怀京；

【作者基本信息】 北京邮电大学 ， 工商管理， 2008， 硕士

【摘要】 本文依据菲利普·科特勒大营销概念11P理论,通过实战,对簋街渔夫烧烤屋在开设以及经营过程中营销活动进行了策划。本文首先通过运用4P战略,即探查(Probing)、分割(Partitioning)、优先(Prioritizing)和定位(Positioning),对北京市经济形势及餐饮发展现状、簋街渔夫烧烤屋的经营环境、客户需求和竞争对手进行分析,确定渔夫烧烤屋的目标客户人群和市场定位,然后运用“6P”组合,即产品(Production)、价格(Price)、渠道(Place)、促销(Promotion),政治(Politics)和公众关系(Public Relation),以及营销活动中“人(People)”,确定渔夫烧烤屋的营销策略。本文希望能为餐饮行业的营销管理提供一些借鉴和启迪。更多还原

【Abstract】 In this paper, according to Philip Kotler’s great marketing theories of 11P , I make an plan on marketing and business activities for the Fisherman’s Barbecue House in the creation and business process. In this paper, through the use of 4P strategy, which is Probing, Partitioning, Prioritizing and Positioning, I make an analysis on the economic situation and status of restaurant development of Beijing , the environmental of Fisherman’s Barbecue House in the GUI Street, the customer demand and competitors, so I determine the target groups and market positioning of the fisherman barbecue house. Then using 6 P, that is Production, Price, Place, Promotion, Politics , Public Relation and People , I identify the marketing strategy of Fisherman’s Barbecue House . Finally I hope to provide some reference and inspiration for the industry’s marketing and management.更多还原