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| 摘要: |
| 根据中餐业具有需求多样、服务质量难以把握、培养顾客忠诚困难、产品质量不稳定、受地域和文化影响大以及延伸产品非常重要等服务特征,应以服务的有形化和技巧化、可分化和关系化、规范化和差异化、可调化和效率化、准确化和特色化、标准化和个性化、本地化和连锁化、认同化和品牌化等构建中餐业服务营销体系. |
| 关键词: 中餐业 服务特征 服务营销 |
| DOI： |
| 分类号:F719.3 F426 |
| 基金项目: |
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| Discussion on the Chinese meal service characters and its service marketing tactics |
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YU Jian
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| Abstract: |
| With the improvement of the economy and people's living standards, sociality and feeling demands has been endowed to the Chinese meal. Chinese meal industry has transferred from the service industry with customer low-interposition to customer high-interposition. However, most of the big Chinese restaurants still use the traditional 4PS theory to guide their marketing activities, no mention of the other medium and small sized restaurants. This article firstly discusses the meal industry which the Chinese meal industry is facing nowadays, then we analyses the service characters for the Chinese meal industry and get ten basic characters which the Chinese characteristics holds. Based on the ten basic characters, we supply twenty basic service field marketing tactics. |
| Key words: Chinese meal,Chinese meal service characters,service marketing tactics, |
