赛百味在中国市场的营销策略分析Marketing Strategy of Subway in China
本文以是世界上扩张最快及最大单一品牌连锁店赛百味为研究对象，赛百味从1995年进入中国市场，品牌特色的定位就为健康。在市场环境方面，对中国快餐行业进行整体市场环境分析及行业竞争环境分析进而了解市场概况。营销策略分析方面，对赛百味在中国地区的赛百味的店铺选址、目标用户群、营销体系、产品特色和宣传方式这五方面进行介绍。并针对目前赛百味在中国市场的现状，提出了具有针对性的建议，为赛百味今后在中国更好地发展提供了支持和借鉴。
关键词：赛百味；创新；品牌影响力；营销策略
Abstract
This paper so the expansion of the world's fastest and largest single-brand stores for the study Subway, Subway from 1995 to enter the Chinese market, positioning the brand unique is healthy. In the market environment, the overall market environment analysis and industry competitive environment analysis of the Chinese fast food industry to understand the market overview. In terms of marketing strategy analysis, we introduced the five aspects of Subway's shop location, target user group, marketing system, product features and promotion methods in China. In view of the current status of Subway in the Chinese market, it puts forward targeted suggestions and provides support and reference for the future development of Subway in China.
Key Words: subway；innovation; brand influence; marketing strategy
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