论文总字数：26027字

摘 要

近年来，中国方便速食品业发展迅速，对餐饮业的影响力不断扩大。然而，经营线下门店的成本增加，负担加重。高租金价格、高劳动力成本、高原材料成本以及低利润率都导致线下门店不可逆转的负担。因此，方便速食品想要在的竞争环境中占据一席之地，必须培养自身的竞争优势。因此，方便速食品必须改善目前的经营状况，不断提高品牌质量，形成品牌效应。这些都要求企业能够快速响应市场需求，充分利用现代营销管理理念，努力提高企业营销水平。

方便火锅早在2015年就已经研发成功。只不过，当时的研发者不善于进行产品推广、渠道开发，致使产品滞销，并未打出市场知名度。却在2017年“火”了起来，是由于众多品牌餐饮参与其中，不管从品牌影响力、产品研发能力、渠道运营能力上，都对原始方便火锅进行了不同层次的升级迭代。因而不受场地、时间限制的方便火锅市场正成为餐饮业和休闲食品行业竞争的焦点。如何在这巨大的方便快消食品行业分得一杯羹，如何在保证产品质量安全的情况下还能加强生产标准和提高营养的均衡性成为首要的问题。本文通过对自嗨锅的政治法律环境、经济环境、社会文化环境来分析自嗨锅的外部环境，通过对主要竞争对手海底捞和莫小仙的优势和劣势的分析找出自嗨锅所面临的竞争环境。通过对主要的消费者进行分析进而对自嗨锅的消费人群进行锁定。接下来对自嗨锅的营销现状进行分析，首先是自嗨锅的优势分析，自嗨锅打造了属于自己的品牌和产品。其次是自嗨锅的劣势分析，自嗨锅存在的安全隐患和产品质量的问题。然后是自嗨锅的机会分析，自嗨锅所处的行业整体在增长以及直播带货的热潮。最后是自嗨锅的威胁分析，自嗨锅的供应链不够完善以及网红效应是否可持久。紧接着对自嗨锅的产品策略、价格策略、渠道策略、促销策略来分析自嗨锅的营销策略。最后提出自嗨锅运营存在的问题以及对自嗨锅的营销提出建议。

自嗨锅在短短的3年时间成为消费者所熟知的自热火锅，关键在于企业有着不错的品牌营销。但现有的营销策略能不能够使自嗨锅得以继续发展，还需要进一步研究其营销策略。

关键词：自嗨锅；营销策略；促销策略

Research on the Marketing Strategy of Zihai Pot

Abstract

In recent years, China"s convenience food industry has developed rapidly, and its influence on the catering industry is expanding. However, the cost of operating offline stores increases and the burden increases. High rental price, high labor cost, high plateau material cost and low profit margin all lead to the irreversible burden of offline stores. Therefore, if instant food wants to occupy a place in the competitive environment, it must cultivate its own competitive advantage. Therefore, instant food must improve the current business situation, constantly improve the brand quality, and form the brand effect. All these require enterprises to respond to market demand quickly, make full use of modern marketing management concept, and strive to improve the level of enterprise marketing.

The convenience hot pot has been developed successfully in 2015. However, the researchers were not good at product promotion and channel development, which led to the product being slow to sell and did not make the market popularity. However, in 2017, the fire was launched because many brands of catering participated in it. No matter from brand influence, product R amp; D ability and channel operation capability, the original convenient hot pot was upgraded at different levels. Therefore, the convenient hot pot market without the limitation of venue and time is becoming the focus of competition between catering industry and leisure food industry. How to get a share of this huge convenient and fast food industry, how to strengthen the production standard and improve the nutrition balance under the condition of ensuring the quality and safety of the products has become the first problem. This paper analyzes the external environment of zihi pot through the political and legal environment, economic environment and social and cultural environment of zihi pot. Through the analysis of the advantages and disadvantages of main competitors Hailao and Mo Xiaoxian, the paper finds out the competitive environment that zihi pot faces. Through the analysis of the main consumers, and then to lock the consumers of self hi pot. Next, the marketing status of zihi pot is analyzed. Firstly, the advantages of zihi pot are analyzed. Zihi pot has created its own brand and products. The second is the disadvantage analysis of zihi boiler, the safety risks and product quality problems of zihi boiler. Then there is the opportunity analysis of zihi pot, the industry of zihi pot is growing as a whole, and the upsurge of live broadcast with goods. Finally, it is the threat analysis of zihiguo, the supply chain of zihiguo is not perfect, and whether the net red effect is sustainable. Then it analyzes the marketing strategy of zihi pot from product strategy, price strategy, channel strategy and promotion strategy. Finally, the paper puts forward the problems existing in the operation of zihi boiler and puts forward some suggestions on the marketing of zihi boiler.

In a short period of three years, zihi hotpot has become a well-known self heating hotpot for consumers. The key is that the enterprise has a good brand marketing. However, whether the existing marketing strategy can make zihi pot continue to develop or not, we need to further study its marketing strategy.

Keywords: Zihai Pot; Marketing Strategy; Promotion Strategy

目 录

摘 要 I

Abstract II

第一章 绪 论 1

1.1 研究背景和意义 1

1.1.1 研究背景 1

1.1.2 研究意义 1

1.2 研究内容和方法 1

1.2.1 研究内容 1

1.2.2 研究方法和思路 2

第二章 相关概念和文献综述 3

2.1 速食品的营销现状 3

2.2关于自嗨锅的研究 3

第三章 自嗨锅的营销环境分析 5

3.1 自热火锅行业现状 5

3.2 自嗨锅简介 6

3.3 外部环境分析 6

3.3.1 政治法律环境分析 6

3.3.2 经济环境分析 6

3.3.3 社会文化环境分析 7

3.4 竞争者分析 7

3.4.1 主要竞争对手分析 7

3.4.2 主要竞争对手优势分析 8

3.4.3 主要竞争对手劣势分析 8

3.5 消费者分析 8

3.6 自嗨锅的营销现状SWOT分析 9

3.6.1 优势分析 9

3.6.2 劣势分析 10

3.6.3 机会分析 11

3.6.4 威胁分析 11

第四章 自嗨锅的营销策略分析 13

4.1 产品策略 13

4.2 价格策略 13

4.3 渠道策略 13

4.4 促销策略 14

第五章 自嗨锅运营存在的问题及营销建议分析 15

5.1 自嗨锅运营存在的问题 15

5.1.1 网红标签的刻板印象 15

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