摘要：餐饮业作为国家基本生活必需品的重要组成部分，这几年来，实质上已逐渐转变为传统的营销服务营销。也就是说菜式、口味不再是单纯的餐饮企业的唯一核心竞争力，随着服务营销理念的深入，餐饮业得服务者得天下的时代应运而生。海底捞作为我国餐饮行业服务营销的领头羊，更应该以先进的服务理念来谋求企业的自身发展，提高其在同行业内的竞争优势，提高海底捞企业的核心竞争力。如今，随着互联网技术的快速发展使得国内市场经济趋于多样化，国内各行业都不能忽视网络背后的巨大力量。但是，海底捞现行的服务营销理念仍然过于传统，这样就大大局限了企业自身的发展。本文以后互联网时代餐饮业的发展环境为基础，主要探讨海底捞企业的发展策略，首先阐述海底捞服务的现状及环境，由此分析海底捞服务存在的主要问题，并以发展海底捞特色餐饮文化为主要线路，以服务营销理念为指导，针对性地提出相应的解决策略，使海底捞企业能更快适应现代社会需求趋势，保持良好的发展状态。77508

毕业论文关键词：海底捞；服务营销；营销策略

Research on the marketing strategy of submarine fishing service

Abstract：Food and beverage industry as an important part of the basic necessities of life, in recent years, in essence, it has gradually changed from traditional marketing to service marketing。 In other words, dishes, taste is no longer the sole core competitiveness of catering enterprises, with the deepening of the concept of service marketing, food and beverage industry had to serve the world era came into being。 Hai-Di-Lao, as the leader of service marketing in China's food and beverage industry should be more to the development of the city with advanced concepts, especially in the catering industry, tourism industry chain effect brought by the catering industry in Hai-Di-Lao enterprise。

Today, with the rapid development of Internet technology makes the domestic market economy tends to persify, the domestic industry can not ignore the huge power behind the network。 However, the current service marketing concept is still too traditional, which greatly limits the development of the enterprise itself。 In this paper, after the development of the catering industry in the age of the Internet environment as the foundation, the main development strategy of the enterprise to explore the sea fishing, the situation and environment firstly, the Hai-Di-Lao service, the main problem analysis of marine fishing service exists, and with the development of sea fishing catering culture as the main line, with the service marketing concept as a guide, put forward the corresponding solutions to Hai-Di-Lao enterprises can quickly adapt to the trend of modern society needs to maintain a good state of development。

Key words： Hai-Di-Lao; Service marketing; Marketing strategy

目录

一、绪论 1

（一）研究背景与目的 1

（二）国内外研究现状 2

（三）研究方法 3

二、服务营销相关理论综述 3

（一）服务营销的概念 4

（二）餐饮业服务营销的特征 4

（三）餐饮业服务营销的发展趋势 5

三、海底捞发展现状及存在问题 6

（一）海底捞发展现状 6

（二）海底捞营销存在的问题 7

四、海底捞环境分析