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近年来,我国的餐饮业发展非常迅速,餐饮业的增长率要比其它行业高出十个百分点以上。餐饮业市场潜力巨大,前景非常广阔。但从另一个方面来看,我国餐饮业市场竞争日益激烈,内有不断激增趋于饱和的国内餐饮企业,外有虎视眈眈伺机大举进攻的国际饭店管理集团。餐饮企业要在内外交困的激烈竞争中取胜,必须高度重视并发展服务营销。本文从我国餐饮企业的现状入手,分析了我国餐饮业服务营销存在的主要问题,并针对这些问题提出了企业开展服务营销的发展策略。
In recent years, the rapid development of China’s catering industry, the growth rate of the catering industry more than 10 percentage points higher than other industries. Catering industry has great potential market, the prospect is very broad. However, on the other hand, the competition in the catering industry in our country is getting fiercer and fiercer. There is a continual surge in the domestic catering enterprises that are going to be saturated. There are also international hotel management groups waiting to attack aggressively. Catering enterprises to win the fierce competition inside and outside the difficulties, we must attach great importance and development of service marketing. This article starts with the current situation of China’s catering enterprises, analyzes the main problems existing in the service marketing of China’s catering industry, and puts forward the development strategies of the service marketing for these problems.