必胜客服务营销策略研究

本科论文AbstractWith the development of social economy,people's material demand is alsoincreasing.More and more people shift their attention from products to services,andbegin to pay attention to the spiritual level of consumption,so the concept of servicemarketing came into being.At the same time,the vigorous development of the tertiaryindustry also provides conditions for the application of service marketing in thecatering industry.How to meet the needs of customers for service has also become theprimary issue for many catering groups to consider.As the representative oftransnational catering,pizza hut is the leader in China's medium and high-endfast food market.The reason is that Pizza Hut always takes service as its marketingfocus.Under the premise of checking product quality,it hopes to face the changingmarket competition environment by constantly improving service level.In this paper,through the study of the service marketing strategy of pizza hut,weanalyze its success and provide guarantee measures for the implementation of itsservice marketing strategy,so as to improve its competitiveness.First of all,this paperexpounds the relevant theories,including service marketing theory,STP theory,7ptheory,customer satisfaction theory and so on.Secondly,PEST analysis is used toanalyze the external environment of pizza hut,including political and legalenvironment,economic and market environment,social and cultural environment andtechnical environment.Then,SWOT analysis is used to analyze the advantages,disadvantages,opportunities and threats existing in the internal environment of pizzahut.Then,according to the current situation of pizza hut in the market,it analyzes itsmarket segmentation,target market selection and market positioning,and analyzes itsexisting service marketing mix strategy.At last,it provides specific safeguardmeasures for better implementation of pizza hut service marketing strategy.I hope that through the research of this paper,we can improve and apply theservice and entertainment strategy of pizza hut better,and provide reference for thehealthy development of the same type of catering industry in the market.Key words:Pizza Hut;service marketing;catering enterprises;safeguard measures