百富烤霸的市场营销策略研究

摘  要
当今时代，随着社会经济的发展，使人们的生活和消费方式发生很大的改变，快餐饮食越来越受到群众的喜爱，并逐渐成为一种饮食的主流和方向。市场经济的发展更使得快餐业的竞争出现了前所未有激烈。伴随着中国加入WTO，肯德基等国际快餐业巨头纷纭在我国抢滩登陆，促使中国的传统快餐饮食产业面临着重大的机遇和挑战。百富烤霸作为中国快餐业发展的一个新兴典型，它的发展已被国内外各界知名人士作为中式快餐发展的一颗明星。它能否不断的成长和壮大，能否在激烈的市场竞争中生存和发展，将代表着我国快餐业发展的希望和前景，因此，研究百富烤霸的市场营销策略，促使其能有效带动国内快餐业的发展，这就显的至关重要。
本文主要是先对百富考霸的经营现状进行研究分析，并从中找出百富经营中所存在的问题和现有的市场营销策略。再通过对百富烤霸的问题产生原因的解析，从而为百富烤霸找出今后解决问题的关键因素，为百富今后能有效的制定市场营销策略和目标奠定基础。同时在借鉴西式快餐的宝贵经验上，从而提出一些有利于百富烤霸企业长远发展的建议，使之能在快餐业市场的竞争中，不断成长壮大，为成为行业巨头而迈进。

关键词：快餐产业；肯德基；百富烤霸；营销策略
Abstract
Today, with the development of society and economy, people's lives and consumption patterns changed much fast food, more and more people love, become a mainstream and the direction of the die. The development of the market economy more make the competition unprecedented fast fierce. With China's accession to the WTO, international KFC fast-food giant versions in China, China's subordinate tradition fast food industry facing great challenges and opportunities. Bake best food Chinese food for the development of tyrants, it's a new development at home and abroad have been dignitaries as Chinese fast food development of a star. It can continuously the growth and expansion, whether in the fierce market competition, existence and development of China will represent the hope for the development of food and prospects, therefore, the best food bully marketing strategy, it can effectively drive the development of domestic food, it is very important.
This paper is the first test of best food rebar business situation analysis, and find out the best food management and existing problems of the marketing strategy. Bake for best food through the bully causes problems for best food bully find the key factors in problem solving for best food, can effective marketing strategies and targets for foundation. At the same time the valuable experience from western fast food, and then puts forward some benefit in Best food bully enterprise long-term development Suggestions that can in fast-food market competition, growing, and for giant strides.

Key Words：Fast food industry; KFC; Best Food; Marketing strategy  

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