乡村基入校园营销策略探讨
摘 要
伴随中国国内经济的高速发展，中国的餐饮连锁行业也迎来了良好的发展机会。作为重庆的本土快餐企业，乡村基的发展势头蒸蒸日上。中式快餐在与西式快餐竞争的时候，显现出了自己的优势，同时也在某些方面显示出了不足。
乡村基到目前为止，虽然已经取得了骄人的销售业绩，但是目前也面临着国内外诸多品牌，例如肯德基、麦当劳以及真功夫等快餐品牌的冲击与挑战，如何利用自身优势在市场中抢占更多的市场份额，达到更高的销售业绩，已经成为乡村基刻不容缓的课题。要想在市场竞争中取得成功，市场营销战略和营销策略是关键。
尽管快餐品牌众多，竞争异常激烈，但是大学校园却貌似是快餐的营销空白。很多快餐企业开在离学校不远的地方，却很少进入校园内部。所以对于乡村基，可以抓住进入校园的机会，为进一步扩大市场份额而取得突破性进展。
本文从三个方面来综合分析乡村基进入校园营销所存在的可能性以及面临的挑战。首先是乡村基进入校园的营销机会分析，然后是乡村基入校园的营销战略规划，最后是乡村基入校园的营销策略。
关键词：乡村基，校园，营销战略，营销策略
ABSTRACT
With the highly development of China's economy, the chain snack store of China has achieved a very good opportunity to develop quickly. CSC as a native snack cooperation in Chongqing, has grown rapidly. When Chinese chain snack stores compete with the foreign chain snack stores, they have not only showed their advantages, at the same time, but also revealed their shortages in some respects.
So far although CSC has achieved a remarkable record, at present, it still faces to the challenges and lashes from brands that come from home and abroad, such as KFC, McDonald's and Zhengongfu chain snack store. CSC how to make use of its advantages in the market to gain more market share, higher sales, has become a pressing issue. To compete successfully in the market, the marketing strategy is the key.
Although the brands of chain snack store are quite a lot, the competition is fierce, the university campus seemingly the blank area of fast food marketing. Many fast food enterprises have built in a place that not far away from the college school but almost no fast food enterprises have built inside the school. So for the CSC, it can seize the opportunity to enter the campus, to further expand the market share and made breakthrough progress.
This article has made a comprehensive analysis of CSC's existing possibilities to enter the campus and its facing challenges from three aspects.The first is analysis CSC's opportunity into the campus marketing, then it comes to be the CSC's campus marketing stratages planning, the last is the campus marketing tactics of CSC.
KEY WORDS: CSC，campus，marketing strategy，marketing tactics
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