毕 业 论 文
题 目： 对全聚德企业营销策略的分析
院系： 经 济 管 理 系 专业： 市场营销 班级： 0581班 学号： 200513050117 学生姓名： 周 鑫 导师姓名： 贺 维 完成日期： 2009年6月8日
诚 信 声 明
本人声明：
1、本人所呈交的毕业论文是在老师指导下进行的研究工作及取得的研究成果；
2、据查证，除了文中特别加以标注和致谢的地方外，毕业论文中不包含其他人已经公开发表过的研究成果，也不包含为获得其他教育机构的学位而使用过的材料；
3、我承诺，本人提交的毕业论文中的所有内容均真实、可信。
作者签名：周 鑫 日期：2009 年 6 月 8日
目 录
中文摘要、关键词……………………………………………………………………1 英文摘要、关键词……………………………………………………………………1 前言································································································································3 一、全聚德企业经营现状····························································································3 （一）全聚德集团概况··································································································3 （二）全聚德的经营特色····························································································4 1、知名度高··················································································································4 2、工艺独特··················································································································4 3、以人为本的经营理念······························································································4 4、独特的传统文化特色································································································5 二、全聚德的市场营销环境分析················································································5 （一）宏观环境分析·····································································································5 1、政策支持餐饮业发展······························································································5 2、国民经济快速发展···································································································5 3、老字号在文化传承中起着不可替代的作用···························································5 4、技术发展使生产效率大幅提高················································································6 （二）行业环境分析······································································································6 1、餐饮业销售额高速增长···························································································6 2、餐饮业竞争激烈······································································································ 7 （三）企业内部环境分析·····························································································7 1、优势分析····················································································································7 2、劣势分析····················································································································9 三、全聚德的市场营销策略分析···············································································10 （一）产品策略···········································································································10 1、标准化生产············································································································· 10 2、产品多样化··············································································································10 （二）价格策略············································································································11 1、根据产品价值定价··································································································11 2、心理定价策略··········································································································12
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（三）分销策略············································································································12 （四）促销策略············································································································13 1、广告策略··················································································································13 2、文化营销策略··········································································································13 四、全聚德营销策略存在的问题················································································14 （一）产品标准化执行困难·······················································································14 1、标准化执行具有局限性·························································································14 2、科技与传统文化的冲突··························································································14 （二）价格过高············································································································14 （三）分销渠道过窄····································································································15 （四）促销手段单一····································································································15 五、全聚德企业营销对策分析····················································································16 （一）坚持产品创新和标准化改革············································································16 1、产品不断创新··········································································································16 2、产品标准化··············································································································16 （二）优化价格策略····································································································16 1、产品线定价策略······································································································17 2、地区差别定价··········································································································17 （三）分销策略············································································································17 1、巩固原有分销渠道··································································································17 2、丰富新分销渠道······································································································17 （四）促销策略············································································································18 1、选择合适的广告媒体······························································································18 2、将全聚德的文化内涵作为品牌宣传的重点·························································18 结束语··························································································································19 参考文献······················································································································20 致谢······························································································································21
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对全聚德企业营销策略的分析
摘要
“中华老字号”企业有着悠久的历史，曾经创造了历史上一个又一个的辉煌，塑造了一个个价值连城的金字招牌。伴随着经济全球化进程的加快，我国“老字号”企业迎来了机遇，但同时也面临着严重的困难与挑战。“老字号”企业在变化的市场营销环境中，必须正视自己的市场地位，正确看待自己的长处与不足创新营销战略思维，调整营销战略，迎接未来的竞争。
本文以著名餐饮业老字号全聚德企业为分析研究对象，以餐饮业老字号全聚德企业的现状与发展为基础，通过总结全聚德的市场营销环境、营销策略现状，运用4P、市场营销环境、市场营销策略等营销理论，分析全聚德在营销策略上所存在的问题以及原因，最后关于全聚德的营销策略提出了自己的一些观点和建议。希望通过对全聚德企业的营销策略的分析，能对企业以后的发展有所帮助，对更多中华老字号未来的发展提供借鉴，这也是论文的意义所在。
关键词：全聚德；营销环境；4P营销策略
Abstract
There is a long history of “China Time-honored Brand” enterprises, such enterprises created brilliant history at past and also lots of valuable companies. Accompany with the expedite of the economic globalization, the “China Time-honored Brand” in China not only faced many new opportunities, but also meet the serious of difficulties and challenges. In the current changing marketing environment, these enterprises should know its own market position, face their advantages and disadvantages. At the same time, the “China Time-honored Brand” should innovate marketing strategic, adjust marketing strategies, and greet future competitions.
In this paper, in the QUANJUDE object for analysis. This paper applies following marketing theories, such as：4P, Marketing Environment, Marketing Strategies and so on.Based on the actuality and development of QUANJUDE’s marketing,summarized the marketing environment, marketing strategies of QUANJUDE, analyzed the current problems and the causes of the problems , and finally on the optimization
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