摘 要

随着中国经济的快速发展，促进了越来越多不同餐饮产业的出现，同时传统的老字号餐饮企业中有一部分正进入了萧条时期。在网络越来越被大众所接受，电子商务技术越来越先进的时代, 电子商务为这些传统老字号餐饮企业的生存发展提供了新的机遇。然而，以往的研究并没有着重关注电子商务技术在传统老字号餐饮企业中的应用，没有制定系统的基于顾客满意因素的营销策略，本文将从电子商务时代背景下的老字号企业发展现状入手，从顾客对老字号餐饮的满意度影响因素进行研究，以无锡老字号餐饮为例进行详述，整合出一套完整的适合老字号餐饮企业发展的营销策略。

首先本文主要对无锡老字号餐饮业的现状进行调查分析，查阅关于无锡历史环境及目前所处的社会环境进行剖析，了解现存的无锡老字号餐饮企业的营业情况。其次采用了问卷调查与访谈的方法、资料查询参考法和SWOT分析法，通过对无锡老字号餐饮企业的菜品、服务质量、就餐环境和与顾客的关系处理等全方面的调查后，了解顾客对于老字号餐饮企业满意度的具体因素，对于每个满意度因素反映的问题做出改善措施并着重从互联网推广营销方面为无锡老字号餐饮提供一些建议。

理论贡献方面，本文丰富了以往相关主题的研究，以电子商务时代为背景，探讨了不同的顾客满意度因素对老字号餐饮企业的影响，这对以往的文献研究有了一定的补充作用。在实践贡献方面，本文对老字号餐饮企业制定营销策略提供了较全面的建议。

关键词：无锡老字号餐饮 满意度 电子商务 营销策略

Study on the Influencing Factors and Marketing Strategy of the Satisfaction Degree of Wuxi Vintage Dining

ABSTRACT

The operating conditions of many traditional catering companies are not optimistic because of many new food and beverage industries have sprung up. In the era of more and more popular acceptance of the network and more advanced e-commerce technology, e-commerce provides new opportunities for the survival and development of these traditional old restaurant enterprises. However, previous studies have not focused on the application of e-commerce technology in traditional old restaurant enterprises and have not formulated a systematic marketing strategy based on customer satisfaction factors. This paper will start with the present situation of the development of old brand enterprises under the background of the e-commerce era and study the influencing factors of customer satisfaction with old brand catering. Taking Wuxi old brand catering as an example, integrating a complete set of marketing strategies suitable for the development of old restaurant enterprises.

First of all, this paper mainly investigates and analyzes the present situation of Wuxi old restaurant industry, consulting the historical environment and current social environment of Wuxi and understanding the business situation of the existing Wuxi old restaurant enterprises. Secondly, with the questionnaire survey and interview method, data query reference method and SWOT analysis method are used to investigate the dishes, service quality, dining environment and relationship with customers in Wuxi old restaurant enterprises. To understand the specific factors of customer satisfaction with old restaurant enterprises, to make improvement measures for the problems reflected by each satisfaction factor, and to provide some suggestions for Wuxi old restaurant from the aspect of Internet promotion and marketing.

In terms of theoretical contribution, this paper enriches the previous research on related topics and discusses the influence of different customer satisfaction factors on old restaurant enterprises under the background of e-commerce era, which complements the previous literature research to a certain extent. In terms of practical contribution, this paper provides more comprehensive suggestions for old restaurant enterprises to formulate marketing strategy.

Key words: Wuxi time-honored catering; satisfaction; e-commerce; marketing strategy

目 录

摘 要 I

ABSTRACT II

第一章 绪论 1

1.1论文研究背景、目的及意义 1

1.2 论文研究方法 3

1.3论文结构 4

第二章 文献综述及相关基础知识 6

2.1餐饮企业营销策略文献综述 6

2.2餐饮企业客户满意度文献综述 7

2.3已有研究综述 8

2.4无锡老字号餐饮市场分析 9

2.4.1无锡老字号餐饮的发展现状 9

2.4.2无锡老字号餐饮的SWOT分析 11

2.5本章小结 16

第三章 无锡老字号餐饮满意度调研分析 17

3.1调查概述 17

3.1.1调查样本选择 17

3.1.2调查方法 17

3.2调查方案的设计 18

3.2.1问卷的设计 18

3.2.2访谈 19

3.2.3调查问卷的发放与收回 19

3.2.4调查问卷的数据收集与统计 20

3.3无锡老字号餐饮的满意度影响因素分析 25

3.4本章小结 26

第四章 无锡老字号餐饮营销方案建议 27

4.1无锡老字号餐饮问题总结 27

4.2无锡老字号餐饮营销建议 28

4.3本章小结 30

第五章 总结与展望 31

5.1总结 31

5.2展望 31

参考文献 32

附录1 34

附录2 39

致谢 41

第一章 绪论

1.1 论文研究背景、目的及意义

中国有句俗语，“民以食为天”。餐饮消费一直是大家日常消费开支中比重较大的一项消费，同时随着电子商务背景下多种餐饮模式的兴起，使餐饮行业又有了更高层面的发展，餐饮行业成为了消费行业的一枝独秀。如图1-1走势图所示，餐饮收入在2014年就保持着稳步上升的走向，尤其是在2018年，走势图直线急速上升比值超过了11%，比2017年的比值一下子提高了0.4%。由此总结，餐饮消费未来还会呈上升趋势，餐饮行业前景十分可观。

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