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1、工鬲皤理学隧本科生课程论文（设计）专业导论与学科前沿结课作业评阅人签名：复核人签名：得分：姓名学号2013403050专业市场营销课程名称专业导论与学科前沿指导教师2016年10月30EJ改革开放以来，在我国各行各业逐渐走向世界的同时，我国餐饮业取得了巨大的发展。各国的餐饮业也不断的进入屮国市场，带來的有竞争也有许多科学的经营理念。中国加入WTO以后，国际餐饮业将进一步进入我国餐饮业市场,我国餐饮业也将走向世界,这将使我国的餐饮业面对更激烈的竞争。而营销是餐饮业应对国际竞争和提高竞争力的重要手段。服务营销在餐饮业中的作用越来越重要，餐饮业的发展趋势：一、餐饮业营销的实质是服务营销；二、餐饮业服
2、务营销策略；三、重视人们的情感生活、社交活动等方面的需求，而营销策略中桌重视个性化、特色化、形象化的服务最为重要，做到个性化就应：强化全员强烈的服务意识；加强消费者服务需求的研究，创新服务内容；要实现培训的全程化和经常化，实行外聘和内培相结合的方式，强烈全员服务意识和服务技能的培训；重视服务的人性化，充满对消费者关怀。关键词：餐饮业；服务营销；发展趋势；个性化服务AbstractSincethereformandopening,inourcountryfromallwalksoflifegraduallytowardstheworldatthesametime,therestaurantind
3、ustryhasachievedgreatdevelopmentinourcountry.RestaurantindustryhasenteredtheChinesemarket,andfromthereiscompetitiontherearemanyscientificmanagementidea.AfterChina'saccessiontotheWTO,internationalfoodandbeverageindustrywillenterChina'scateringindustrymarketfurther,China'scateringindustrywillalsomovet
4、owardstheworld,thiswillmakeChina'scateringindustrytofacemorefiercecompetition.Themarketingistherestaurantindustrytocopewiththeinternationalcompetitionandanimportantmeanstoenhancecompetitiveness.Themarketingistherestaurantindustrytocopewiththeinternationalcompetitionandanimpoilantmeanstoenhancecompet
5、itiveness.Theroleofservicemarketingintherestaurantindustrymoreandmoreimportant,thedevelopmenttrendofrestaurantindustry:a,cateringindustiymarketingistheessenceofservicemarketing;Second,thecateringindustryservicemarketingstrategy;Three,attachimportancetopeople'semotionallife,thedemandofsocialactivitie
6、s,etc,andthemarketingstrategyinthetableforemphasisonindividuality，characterizationandvisualizationserviceismostimportant,bepersonalshouldbe:strengtheningtheintenseserviceconsciousness;Sothestudyofconsumerdemandforservices,innovationservicecontent;Inordertoachievethetraininginthewholecourseandregular
7、ly,outsideandinside,acombinationofstrongserviceconsciousnessandserviceskillstraining;Attachesgreatimportancetotheserviceofhumanity,fullofonconsumptionKeyWords：Therestaurantindustry,Servicemarketing,Th
