周鑫对全聚德企业营销策略的分析.docx

周鑫对全聚德企业营销策略的分析.docx

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周鑫对全聚德企业营销策略的分析

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

（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

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

Thereisalonghistoryof“ChinaTime-honoredBrand”enterprises,suchenterprisescreatedbrillianthistoryatpastandalsolotsofvaluablecompanies.Accompanywiththeexpediteoftheeconomicglobalization,the“ChinaTime-honoredBrand”inChinanotonlyfacedmanynewopportunities,butalsomeettheseriousofdifficultiesandchallenges.Inthecurrentchangingmarketingenvironment,theseenterprisesshouldknowitsownmarketposition,facetheiradvantagesanddisadvantages.Atthesametime,the“ChinaTime-honoredBrand”shouldinnovatemarketingstrategic,adjust

marketingstrategies,andgreetfuturecompetitions.

Inthispaper,intheQUANJUDEobjectforanalysis.Thispaperappliesfollowingmarketingtheories,suchas：

4P,MarketingEnvironment,MarketingStrategiesandsoon.BasedontheactualityanddevelopmentofQUANJUDE’smarketing,summarizedthemarketingenvironment,marketingstrategiesofQUANJUDE,analyzedthecurrentproblemsandthecausesoftheproblems,andfinallyontheoptimizationQUANJUDE'smarketingstrategiesputforwardtheirviewsandsuggestions.Throughthispaper,hopethatbythemarketingstrategiesofQUANJUDEanalysis,canthecompanyafterthedevelopmentofmarketingstrategiestohelpotherChinaTime-honoredBrands’marketingstrategiesfromtheoptimization.Thisisalsothesignificanceofthethesis.

Keywords:

QUANJUDE;Marketingenvironment;4P

前言

我国的老字号餐饮企业，作为中国早期民族工商业的杰出代表，不仅有着悠久的历史和久负盛名的声誉，而且也是我国传统餐饮文化的代表。

它们名闻一方，甚至驰名全国。

然而，在餐饮行业竞争日趋激烈的今天，一大批餐饮老字号却风光不再，萎靡不振或被淘汰出局。

因此，在继承传统的前提下进行发展与创新，对于老字号餐饮企业来说显得尤为重要。

作为中华老字号餐饮企业的代表，全聚德通过自身品牌建设和独特营销方式在激烈的餐饮市场竞争中占据一席之地，论文希望通过分析全聚德企业的营销现状，对中华老字号在市场经济环境下的发展有所启示。

一、全聚德企业经营现状

（一）全聚德集团概况

中华著名老字号——“全聚德”创建于1864年（清朝同治三年）。

1999年1月，“全聚德”被国家工商总局认定为“驰名商标”，是我国第一例服务类中国驰名商标。

1993年5月，中国北京全聚德集团成立。

1994年6月，由全聚德集团等6家企业发起设立了北京全聚德烤鸭股份有限公司。

2004年4月，首都旅游集团、全聚德集团、新燕莎集团实施战略重组。

首都旅游集团成为北京全聚德烤鸭股份有限公司的第一大股东。

2005年1月，北京全聚德烤鸭股份有限公司更名为中国全聚德（集团）股份有限公司。

随即，中国全聚德（集团）股份有限公司进一步收购了聚德华天控股有限公司30.91%股权，与北京华天饮食集团并列成为聚德华天控股有限公司的第一大股东。

2007年4月，北京著名老字号餐饮企业仿膳饭庄、丰泽园饭店、四川饭店也进入全聚德股份公司，至此中国全聚德（集团）股份有限公司已发展成为涵盖烧、烤、涮，川、鲁、宫廷、京味等多口味，汇聚京城多个餐饮老字号品牌的餐饮联合舰队。

全聚德股份公司成立以来，确立了充分发挥全聚德的品牌优势，走规模化、现代化和连锁化经营道路的发展战略。

十几年来，以独具特色的饮食文化塑造品牌形象，积极开拓海内外市场，加快连锁经营的拓展步伐。

已形成拥有70余家全聚德品牌成员企业，年销售烤鸭500余万只，接待宾客500多万人次，品牌价值近110亿元的餐饮集团。

经评估，“全聚德”无形资产价值1994年1月1日是2.69亿元人民币；2004年6月28日在世界品牌实验室和世界经济论坛主办召开的世界品牌大会上，全聚德品牌评估价值上升到84.58亿元人民币；2005年8月6日，世界品牌实验室宣布全聚德品牌评估价值为106.34亿元人民币。

2007年9月，在第二届亚洲品牌盛典中，“全聚德”品牌荣获第320强，是亚洲餐饮行业唯一进入亚洲500强品牌的企业。

全聚德于2007年11月20日在深圳上市，现有员工4580名，闲市值为39.01亿元，2008年度实现营业收入11亿余元，净利润7565万元；2009年第一季度全聚德主营业务收入为2.7亿元，净利润达到2100万元。

（二）全聚德的经营特色

1、知名度高

创建于1864年的全聚德中国最有名的老字号餐饮企业之一，从形成到发展大都经历了上百年的时间，被人们称为“活文物”，在全国乃至全世界都有着很高的知名度。

2、工艺独特

全聚德起步于家庭作坊。

手工操作积累起来的技术、工艺和经验形成“祖传秘方”，历代相传却只在本家族内继承。

来自于血缘关系的凝聚力和排他性，使得别人无法掌握这种一脉相承的独家手艺，即使仿效也只能是“形似而神不似”。

3、以人为本的经营理念

老字号在长期经营中逐渐形成了以人为本、以顾客为核心的经营理念。

如号称“天下第一吃”的全聚德烤鸭店，在长期经营实践中形成了三字经——“鸭要好，人要活，话要甜”，这就是全聚德一以贯之的老传统：

以优制胜，以诚为本，以信立业。

全聚德之所以百余年来炉火不息，并铸成体现中国传统饮食文化精华的驰名品牌，其根木的经营之道.就是坚持诚信的人本经营理念。

4、独特的传统文化特色

从经济的角度考虑，一部分老字号的确已经到了难以为继的地步。

全聚德能在激烈的市场竞争中占