摘要本文以海底捞为例来分析连锁餐饮业的营销策略。首先利用PEST分析连锁餐饮所面临的市场环境，发现消费水平提高和信息技术的推动餐饮业蓬勃发展，但是消费者对于食品安全具有较高要求。由于互联网的发展导致消费者的信息渠道越来越多，消费者越来越信任品牌。在众多品牌中，本文利用五力模型发现海底捞的潜在进入者障碍较大，替代品威胁小，买方议价能力弱，卖方议价能力强，竞争者优势不明显。在此竞争环境下，本文利用SWOT分析发现海底捞较竞争者具有准确的产品定位、优质的服务，但是人力成本较高，管理存在缺陷。为了进一步挖掘海底捞的市场定位，按照市场细分——市场选择——市场定位的逻辑分析，发现海底捞主要定位在口和服务上。海底捞存在诸多优势的同时，同样存在一些问题，比如营销模式单一、缺乏增至服务等。鉴于此，本文针对性地提出海底捞的营销策略：开发多元化的产品、利用互联网组合多种营销方式，从而进一步开阔市场份额。63478

毕业论文关键词：连锁餐饮业；营销策略；海底捞

Abstract This article is to analyze the marketing strategies of chain restaurant industry，taking the example of Haidilao. This article use PEST to analyze the environment of chain restaurant market and found that the consumption level and information technology can promote the restaurant industry, but the consumer had high requirements for food safety. Due to the development of the Internet, consumer have more information channels and they trust the brand more and more. This paper use the five models to find that potential entrant barrier of Haidilao is bigger, substitute threat is small, the buyer bargaining power is weak, the seller's bargaining power is strong, and competitive advantage is not obvious. In this competitive environment, we  found that Haidilao is competitor with accurate product positioning, quality service, but the human cost is higher and it has defect of management. In order to further explore Haidilao market, we found that Haidilao mainly locates in taste and service. Haidilao has many advantages, at the same time, also has some problems, such as single marketing model, lack to additional services. In view of this, this paper puts forward the Haidilao marketing strategy: to develop persified products, a variety of marketing combination use of the Internet, so as to further broaden the market share.

Key words : Chain restaurant industry; Marketing strategy; Haidilao

目 录 III

一、绪论 1

（一） 研究背景 1

（二） 研究意义 1

（三） 研究方法 1

二、营销现状 1

（一）宏观环境分析 1

（二）消费者分析 2

（三）竞争者分析 2

（四）SWOT分析 4

三、 海底捞定位分析 5

（一）市场细分 5

（二）市场选择 5

（三）市场定位 6

四、海底捞服务营销的问题分析 7

（一）缺乏增值服务 7

（二）营销模式比较单一