关于国内主题餐厅现状调查与发展对策研究

摘  要
本文探讨关于国内主题餐厅的现状与发展。通过问卷调查、模型分析、剖析案例及翻阅资料，定义主题餐厅，追溯主题餐厅发展历程，阐述并分析国内主题餐厅发展现状及特点，找出国内主题餐厅发展所存在问题，并在最后提出对国内主题餐厅发展的建议和意见。
本文共包括五部分内容，第一部分阐明主题餐厅的定义，追溯主题餐厅的发展历程；第二部分阐述了国内主题餐厅的发展现状及特点。第三部分是关于国内主题餐厅的发展现状分析，找出国内主题餐厅所存在的问题，问题主要表现在菜品和服务质量差，餐厅主题体现较差以及小规模经营这几方面，针对存在问题，运用国外知名主题餐厅猫头鹰为案例，采用案例分析法，得出国内主题餐厅发展现状的分析结果。第四部分是主题餐厅研究设计，通过运用波特五力模型和SWOT模型着重对比分析了国内主题餐厅所处的市场环境。第五部分，提出针对国内主题餐厅发展对策与建议如下：从主题出发，提升顾客的体验；从软实力出发，提升餐厅的核心竞争力；借鉴国外集团的经验，走品牌化道路。
研究主要采用方法：
1. 文献研究法
通过对以往相关文献进行研究，通过查阅国内外主题餐饮、主题酒店。顾客体验相关文献，对相关理论进行了回顾和总结，并通过文献阅读探索本文的研究构思。
2. 案例分析法
本文利用HOOTERS猫头鹰餐厅在国外和我国经营的案例，探索了经营主题餐厅的要素，为研究模型提供了一定依据。
    3. 问卷调查法
本文通过书面调查问卷与网上调查问卷的方法收集数据，得到第一手资料，对本文构思进行全面的实证性研究。

关键词：主题餐厅 市场需求 市场环境 发展趋势
 
ABSTRACT
This paper discusses on the present situation and development of domestic theme restaurants. Through the questionnaire survey, model analysis, analysis the case and read the information, defines the theme restaurants, traces the theme restaurant history, elaborated and analyzed the domestic theme restaurant development present situation and the characteristic, find out the main problem of developing, finally propose on the domestic theme restaurant development suggestions.
This paper includes five parts. The first part explains the definition of theme restaurants, traces the development of theme restaurants process. The second part elaborated the domestic development situation and characteristics of theme restaurants. The third part is about the domestic theme restaurant development present situation analysis, find out the domestic theme restaurant by the existing problems, the problem lies in the food and the poor quality of service, the theme of restaurant embodiment is poor and small-scale operation of these aspects, in view of the existing problems, the use of foreign well-known theme restaurant owl as a case, using case study method, obtains the domestic theme restaurant development present situation analysis results. The fourth part is the theme restaurant study design, through the use of the Potter Five Forces model and SWOT focuses on the comparative analysis of the market environment. The fifth part puts forward countermeasures and suggestions of developing domestic theme restaurant are as follows: starting from theme, enhance customer experience; strengthen the soft power, enhance the restaurant's core competitiveness; use the foreign group experience for reference, take the road of the brand.
    Research mainly adopts the method:
    1. Document Study
    Based on the literature research, access to domestic and foreign theme restaurants, hotels theme. Customer experience related literature, to the related theories are reviewed and summarized, and through reading literature exploration this paper studies concept.
    2. Case Analysis
    This paper uses Hooters restaurant in foreign countries and in China management case, explores the theme restaurant operating elements, to provide a basis for the research of model.
    3. The investigation method of the questionnaire
    In this paper, through a written questionnaire with an online questionnaire method of data collection, first-hand information, the idea of a comprehensive empirical study.
Key words: theme restaurant; market demand; market environment; development tendency

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