摘要：随着经济的发展，消费者对于饮食的要求也越来越高，再加上国内外餐饮业的不断发展，餐饮业内竞争越来越激烈，尤其是中小餐饮业。而风波庄以其独特的营销策略，在市场中占有一席之地，南京风波庄湖南路店秉承着风波庄的做法，不断地吸引消费者前往。通过对一般中小餐饮店的营销策略进行简单的分析，并重点针对南京风波庄湖南路店的营销策略进行分析，根据其现状，对其营销策略提出自己的一些建议，希望在一定程度上对南京风波庄湖南路店顺利地开展营销工作以及对其未来的发展模式有所帮助。
关键词：营销策略；4Ps；风波庄
Abstract：With economic development, consumers’ demands on food become higher and higher. Coupled with the continuous development of domestic and international catering trade, the trade has become more competitive, especially among small and medium sized restaurants. The FengboZhuang Restaurants, with its unique marketing strategy, manage to maintain its share in the market. Its branch restaurant on Hunan Road, Nanjing, following its unique strategy, has been succeeding in attracting consumers. General marketing strategies of Small restaurants are simply analyzed, and that of the FengboZhuang Restaurant on Hunan Road is intensely analyzed. According to the current FengboZhuang Restaurant’ status, marketing strategy, new proposals are put forward, aiming at successfully promoting further development of its model.
Key Words: Marketing Strategy;4Ps;FengboZhuang Restaurant
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