东莞市汇一城味千拉面营销策略的调查报告

东莞市汇一城味千拉面营销策略的调查报告

摘要在国际化发展的大背景下，随着社会经济的发展和消费者水平的提高，服务行业已经成为国内外的主导产业，快餐连锁餐饮企业从业人员的队伍也日益发展壮大。为了满足市场需求，营销策略已成为跨国企业扩展海外市场采取的主要战略措施。本文以味千中国东莞汇一城的案例为背景，从努力提高企业品牌知名度及美誉、满足消费者需求、提高工作效率和降低成本等方面对味千在中国东莞汇一城实施营销策略的必要性进行解析，并针对其目前在中国的市场战略的现状，分析味千拉面在中国市场营销中遇到的困难及存在的主要问题，最后提出味千在中国经营的几点建议，即从产品、服务、管理各方面下手，将其品牌做好。

关键词味千；跨国企业；市场策略；市场

An Investigation Report on Marketing Strategiesof Ajlsen Ramen in Huiyi Mall of Dongguan

Abstract: Under the general background of development of internationalization, with the development of social economy and the improvement of the consumer, the service industry has become a leading industry at home and abroad. Recently fast-food industry has also increasingly developed to a standard industry. In order to satisfy the market demand, marketing strategy has become a major strategic measure of multinational companies to expand the overseas market. Based on the background of Ajisen Ramen in Huiyi Mall of Dongguan, from its efforts to improve enterprise brand awareness and reputation, to meet consumer demand, as well as to improve the work efficiency and reduce the cost, this report analysis the Ajisen Ramen in Huiyi Mall of Dongguan of the necessity of marketing strategy. Based on the status quo of the current market strategy in China, this report also investigated some difficulties in the marketing and the existing main problems. Finally this report made some suggestions from the aspects of products, service, management and the product’s brand, etc.

Keywords Ajisen Ramen; multinational companies; marketing strategy; market

摘要

Contents

1 Introduction 1

1.1 Effect of purpose 1

1.2 Meaning 1

1.3 Background of company 2

2 Objectives and Methods of Survey 4

2.1 Objectives of Survey 4

2.2 Methods of Survey 4

2.2.1 Literature Method 4

2.2.2 Experience summary Method 5