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摘要:随着我国经济的发展，人均收入大大提高，在餐饮行业中，消费者的需求更加多样化，因此餐饮企业是否有贯穿始终的高质量服务至关重要。与此同时，我国传统餐饮企业却有众多弊端，落后的营销模式，简单粗放的管理，以及员工流失率高成为制约企业发展转型的瓶颈。纵观整个餐饮市场，可谓是内忧外患，一方面本土企业相互模仿，竞争激烈，很难在众多同质化的餐厅中脱颖而出；另一方面，“洋快餐”大举进军我国餐饮市场，本土化进程加快，获得了众多国人的喜爱，这更使得营销方面原本就落后于西方的传统餐饮企业更加捉襟见肘。在同样的大环境下，四川火锅企业海底捞却以细致入微的服务赢得了众多消费者的青睐，在餐饮行业掀起了一股海底捞热。海底捞所采取的服务营销模式正是传统餐饮企业所欠缺的，这也为传统餐饮企业的未来指明了方向，本文通过对传统餐饮企业和海底捞营销模式的分析，为传统餐饮企业提出了相应建议，这对传统餐饮企业提高可持续竞争力有着非常重要的意义。 20136
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关键词: 服务营销；餐饮企业；海底捞；营销模式
Analysis Of The Service Marketing Model For Haidilao
Abstract：With the development of economy in our country, per capita income is greatly increased, in the food industry, more persified consumer demand, thus catering enterprises have throughout the high quality of service is very important. At the same time, the traditional catering industry in China has many malpractices, the backward marketing model, simple and extensive management, and high staff turnover becomes the bottleneck of restricting enterprise development transformation. Throughout the entire food and beverage market is domestically, on the one hand, domestic companies to imitate each other, competition is intense, it is difficult to stand out in many restaurants homogeneity; On the other hand, "another" big push into China's catering market, to speed up the localization process, won many people's affection, this makes the marketing already fell behind the west traditional catering enterprises more stretched. In the same environment, sichuan Haidilao hotpot enterprises but with nuanced services has won numerous customers, in the food industry was an Haidilao hot. Haidilao service marketing mode is taken by the traditional catering enterprises lacking, it also pointed out the direction for the future of traditional catering enterprises, this article through to the traditional catering enterprises and the Haidilao marketing model analysis, put forward the corresponding Suggestions for traditional food and beverage enterprise, the traditional catering industry to improve the sustainable competitiveness has very important significance.
Key words: service marketing；catering industry；Haidilao Hot Pot ；marketing mode
目录
一、 绪论 1
（一） 研究背景 1
（二） 研究目的与意义 1
（三） 相关概念综述 2
1、 服务营销的概念 2
2、 服务营销的特点 3
二、 传统餐饮业发展现状及营销模式分析 4
（一） 传统餐饮企业的发展状况 4
（二） 传统餐饮企业营销模式分析 5
1、 同质化问题严重 5
2、 缺乏对员工的内部服务营销 5
3、 不注重与顾客的互动 6
（三） 餐饮企业推广服务营销的必要性 6
1、 服务营销是市场竞争发展的必然趋势 6