CAJ | 학술논문

重庆本地餐饮企业营销因企业的特色定位不同和产品差异,没有一个统一的研究模式,给企业利润提升带来困难。营销结果对企业发展经营状况起到至关重要的作用。本文认为营销的质量是基础,当产能增加,企业的产品尤其是传统行业的产品本身质量提升已经很难,营销质量的提升则对消费者的消费行为起到至关重要的影响。目前大多数餐饮企业的营销数据都符合文中的营销质量峡谷走向曲线,所以高营销质量获得高利润是目前企业适应竞争激烈的市场必须选择的道路。本文运用质量体系中ISO9000族的理论,建立营销质量提升前后的对比模型,通过流程提炼、PD-CA等手法,对餐饮类企业营销质量提升提出建议。
중경본지찬음기업영소인기업적특색정위불동화산품차이,몰유일개통일적연구모식,급기업리윤제승대래곤난。영소결과대기업발전경영상황기도지관중요적작용。본문인위영소적질량시기출,당산능증가,기업적산품우기시전통행업적산품본신질량제승이경흔난,영소질량적제승칙대소비자적소비행위기도지관중요적영향。목전대다수찬음기업적영소수거도부합문중적영소질량협곡주향곡선,소이고영소질량획득고리윤시목전기업괄응경쟁격렬적시장필수선택적도로。본문운용질량체계중ISO9000족적이론,건립영소질량제승전후적대비모형,통과류정제련、PD-CA등수법,대찬음류기업영소질량제승제출건의。
There is no unique style for the research of the marketing of the local catering services in Chongqing,which varies from industry to industry,and product to product,bringing difficulties to profit increase.The result of marketing plays a vital role for the development of enterprise.This article holds that quality is the basis of marketing;when the productivity is on the increase,it’s hard to improve the quality of the product,especially that of the traditional product,and the improvement of marketing quality largely influences the buying practice of a consumer.With now the marketing data in most catering services being reflected on the graph,to get high profit by adopting the strategy of high-quality marketing will be the inevitable road for an enterprise to take.This article establishes the comparison model pre and after the increase of marketing quality by adopting the ISO9000theory in quality system,and provides advices for the quality increase in catering services by means of process refining and PDCA.