毕业论文 最终稿

毕业设计（论文）

题 目：中国自主品牌西式快餐的市场 定位研究 ----以德克士为例

学 院：专业班级：

指导教师：职称：学生姓名：学 号：

摘 要

在当今信息化高速发展的社会中，大量的信息涌现而出，同质化的产品铺天盖地。

如何使自己的产品从大量的信息中脱颖而出，市场定位是一个不可忽视的关键性因素。因为只有在认真地分析消费者的心理需求差异和市场竞争特点的基础，选准本企业的市场定位，才能使广告促销深入人心，给消费者留下清晰印象，进而取得理想效果，在竞争中脱颖而出。

我国快餐市场竞争激烈，尤其是西式快餐这一领域，一直是由麦当劳和肯德基两

大国际巨头为主的洋快餐品牌独占鳌头，国内自主品牌在此领域竞争总体表现乏力，但是其中也有个别品牌能在激烈的市场夹缝中生存并且有扩大之势。

本文以德克士的市场定位为例，就消费者需求对市场定位所产生的影响做一些分

析，针对我国西式快餐品牌的市场表现，就市场定位方法对市场定位的影响做出研究成果和结论。

关键词：西式快餐，德克士，市场定位

The market positioning of Chinese independent

brand Western-style fast food

-- in the case of Dicos

ABSTRACT

In today's rapid development of information society, a lot of information come to the

fore, homogeneous products. How to make their products talent showing itself from the

mass of information, market positioning is an indispensable key factor. Because only based

on carefully analyzing the psychological needs of consumers and market competition

characteristics, choose accurate market positioning of the enterprise, in order to make the

advertisement promotion win support among the people, to consumers left a clear

impression, and then obtain the ideal effect, talent showing itself in the competition.

China's fast food market competition is intense, especially in the field of Western fast

food, has been dominated by Macdonald's and KFC two major international giants of the

ocean fast-food brand champion, domestic brands in the field of competition of overall

performance is weak, but there are individual brand can survive in the fierce market crevice

and have the potential to expand.

Based on the market positioning of Dicos as an example, impact on the consumer

demand for the market positioning of the to do some analysis, in view of our country

western fast-food brand market performance, make the research results and conclusions on

the effect of market orientation on market positioning method.

Keywords: fastfood , dicos , marketing position

目 录

1 绪论 ................................................... 1

1.1研究背景和意义 .................................................. 1

1.2研究意义 ........................................................ 1

1.3研究方法 ........................................................ 3

2 文献综述 ............................................... 4

2.1市场定位的概念 .................................................. 4

2.2市场定位类别 .................................................... 4

2.2.1客观市场定位 .................................................. 4

2.2.2主观市场定位 .................................................. 5

2.3市场定位的方式 .................................................. 5

2.3.1创新定位 ...................................................... 5

2.3.2迎头定位 ...................................................... 5

2.3.3避强定位 ...................................................... 6

2.3.4重新定位 ...................................................... 6

2.4市场定位方法 .................................................... 6

2.4.1STP营销战略 ................................................... 6

2.4.2基于3C的市场定位模型 ......................................... 7

2.4.3市场定位综合模型 .............................................. 8

3 德克士企业经营现状分析 ................................. 9

3.1中国餐饮行业发展现状 ............................................ 9

3.1.1中国餐饮业总体概况 ............................................ 9

3.1.2中国快餐业发展现状 ........................................... 10

3.2德克士企业概况 ................................................. 11

3.2.1企业发展历程 ................................................. 11

3.2.2德克士经营状况 ............................................... 11

3.2.3存在的问题及面临的挑战 ....................................... 12

4 德克士市场定位分析 .................................... 13

4.1STP营销战略三要素分析 .......................................... 13

4.1.1市场细分 ..................................................... 13

4.1.2目标市场选择 ................................................. 13

4.1.3市场定位 ..................................................... 14

4.2基于3C的市场定位模型 .......................................... 15

4.2.1顾客的偏好 ................................................... 15

4.2.2企业能力 ..................................................... 16

4.2.3竞争者的市场定位 ............................................. 16

4.3德克士市场定位综合模型分析 ..................................... 16

5 结论 ....................... …… 此处隐藏：9970字，全部文档内容请下载后查看。喜欢就下载吧 ……