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摘要：中华美食品种多样，源远流长，美食是大自然的馈赠，也离不开劳动人民的辛勤劳动和智慧。火锅，原本只是流行于四川地区，后来渐渐流向全国各地。近几年来，火锅店在上海越来越普遍，原本火锅店只有在冬季的较受欢迎，现在随着火锅店的普及和上海人民对于火锅的热爱，火锅店在上海随处可见，也有越来越多的火锅品牌进驻上海。海底捞是其中做的比较成功的一个例子。
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本论文主要从专业出发，结合所学专业，从上海火锅店的兴起、发展出发，研究海底捞的发展历程和发展现状，分析目前上海海底捞的分布、规模，进行市场环境分析、需求分析、消费者心理分析，分析其发展过程中的影响因素，探索海底捞的营销策略，找出存在的问题及原因，提出有效对策和建议，并对未来的发展趋势做出预测。7214
关键词：市场环境分析、需求分析、消费者心理分析、营销策略
Fish from Seabed Marketing Position and Marketing Strategy Research
Abstract: The perse varieties of Chinese cuisine, has a long history, the cuisine is a gift of nature, is also inseparable from the hard work and wisdom of the working people. Pot, originally only popular in the Sichuan region, which came to flow to all parts of the country. In recent years, hot pot restaurants are increasingly common in Shanghai. the Originally, hot pot restaurants are only more popular in the winter, and now with the popularity of hot pot restaurants and Shanghai People's love for the hot pot, hot pot restaurants can be seen everywhere in Shanghai, and there are more and more pot brands come to Shanghai. Fish from Seabed is an example of which do more successful.
In this paper, starting from the professional, learned professional development, research development process and the development status of Fish from Seabed. From the rise of hot pot restaurants in Shanghai, analysis the distribution of sea fishing, the scale of the market environment, demand, consumer psychology, and the impact of factors in the course of its development, to explore the marketing strategy of Fish from Seabed, identify the existing problems and reasons, to come up with effective countermeasures and suggestions, and to predict future trends.
Keywords: market environment analysis, requirements analysis, analysis of consumer psychology, marketing strategy
目 录
引言1
一、海底捞的发展历程及现状2
（一）火锅的发展历程及现状2
（二）海底捞的发展历程及现状2
1、海底捞的发展历程2
2、海底捞的发展现状3
3、对目前上海地区的海底捞的调查3
二、海底捞的市场分析5
（一）海底捞的市场定位分析5
1、分店选址 5
2、产品加工 5
3、用餐服务 5
4、员工职责 6
（二）海底捞的市场需求分析 6
1、消费者偏好 6
2、消费者的个人收入6
3、其他因素8
（三）海底捞的SWOT分析 8
1、S— strength（优势）8
2、W—weakness（弱势）8
3、O—opportunity（机会）9
4、T—threat（威胁）9
三、海底捞的营销策略分析 10
（一）海底捞的产品策略10
（二）海底捞的定价策略10
（三）海底捞的渠道策略 11
（四）海底捞的促销策略11
（五）海底捞的人员策略11
（优尔）海底捞的服务过程策略 12
（七）海底捞的服务有形展示策略12
四、海底捞经营中存在的问题及影响13
（一）对海底捞经营方面的问卷调查简述13
1、调研目的13
2、调研内容及对象13
3、调研方法13
（二）海底捞的顾客感知及相关满意度调查14
1、顾客期望和感知调查14
2、顾客综合评价及行为意向14