毕业论文
海底捞餐厅（北京26店）消费者行为影
响因素分析
王涛 112094207 学生姓名： 学号： 经济与管理系
系 部： 市场营销 专 业： 郭秋云 指导教师：
二Ｏ一五年六月
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学位论文作者签名： 日期： 年 月 日
海底捞餐厅（北京26店）消费者行为影响因素分析
摘要：
伴随着我国社会经济的发展，人民的生活水平不断提高，餐饮业也呈现出不断发展的趋势，行业规模不断扩大，数量持续增加，成为我国消费需求市场里增长幅度最高、发展速度最快的行业之一。所谓消费者就是购买与使用各种产品或服务的人。而消费者行为是指作为决策单位的消费者通过交换，为实现某一特定目的而购买、使用、处置产品或服务的一系列行为。消费者行为受诸多因素的影响，具体包括与产品有关的因素以及与产品营销组合相关的因素。
北京海底捞26店是一家以经营川味火锅为主，融汇各地火锅特色于一体的大型直营火锅店。它凭借“独特、纯正、鲜美口味”和“天然、营养、健康菜品”的理念，以及独具特色的贴心、舒适、优质服务，赢得了顾客的青睐和好评。采用问卷调查的研究方法，研究海底捞餐厅中影响消费者行为的各种因素，为海底捞餐厅的发展提出合理的建议，使企业的营销活动更具有针对性，更好满足消费者的需求，促进企业的良好发展。
关键词：海底捞，餐饮，消费者行为，影响因素
Haidilao Hot Pot (26) Beijing consumer behavior influence
factor analysis
Abstract：
With the development of social economy in our country, the people's living standards improve, food and beverage industry also presents the development trend of industry scale, the number continues to increase, becames the highest growth in the consumption market in China, one of the fastest growing industry.The so-called consumer is buying and using a variety of products or services. Consumer behavior refers to the consumer through the exchange, as a decision-making unit in order to achieve a particular purpose and the purchase, use and disposal of a product or service a series of behavior. Consumer behavior is influenced by many factors, including factors related to the product as well as the factors associated with product marketing mix.
Beijing haidilao 26 shop is a business sichuan-style hot pot is given priority to, hot pot
around the characteristics in the integration of large retail hotpot restaurant. With its \pure and delicious taste\and the concept of \nutrition, health food\as well as the unique sweet, comfortable, high quality service, won the customer's favor and praise. Using a questionnaire research method, research the various factors that affect consumer behaviour in haidilao restaurant, put forward reasonable Suggestions for the development of haidilao hot pot, make the enterprise marketing activities more targeted, better meet the needs of consumers, promote the development of the enterprise. Key words: Haidilao Hot Pot,Food and beverage, Consumer behavior ,Factors affecting
目 录
1绪论 .................................................................. 2 2理论综述 .............................................................. 2 2.1消费者行为的含义 .................................................... 2 2.2影响消费者行为的因素 ................................................ 3 2.2.1社会因素 .......................................................... 3 2.2.2文化因素 .......................................................... 4 2.2.3个人因素 .......................................................... 4 2.2.4心理因素 .......................................................... 5 2.2.5企业因素 .......................................................... 6 3海底捞餐厅基本概况 .................................................... 6 3.1公司简介 ............................................................ 6 3.2发展现状 ............................................................ 6 4.海底捞餐厅消费者行为分析 .............................................. 7 4.1问卷设计 ............................................................ 7 4.2问卷结果分析 ........................................................ 8 4.2.1服务因素 .......................................................... 8 4.2.2价格因素 .......................................................... 9 4.2.3安全因素 .......................................................... 9 4.2.4宣传因素 ......................................................... 10 4.2.5其他因素 ......................................................... 10 5海底捞餐厅（北京26店）的建议 ........................................ 11 5.1服务方面的建议 ..................................................... 11 5.2安全方面的建议 ..................................................... 11 5.3宣传方面的建议 ..................................................... 11 参考文献 ............................................................... 12 致谢 ................................................................... 13 附录1 ................................................................. 14 附录2 ................................................................. 16
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