摘 要

中国有句古语：“民以食为天”，因而餐饮在中国占据很大的市场。随着中国的经济日渐富裕，餐饮行业也正处于飞速发展的阶段，据调查发现，长期以来，餐饮业作为第三产业中的主要行业之一，对刺激消费需求，推动经济增长发挥了重要作用，在提高内需、繁荣市场以及提高人民生活水平质量等方面，都做出了不菲的贡献。尤其这几年主题餐厅以鲜明的主题特色和浓厚的文化内涵为核心，成为一股新势力，在餐饮界崛起，成为餐饮服务市场上的新宠。因此吸引了众多创业者的目光，虽然这使得主题餐厅的发展机会更广阔，但同时也引发了很多问题。例如：如何使主题餐厅在餐饮市场能持续发展？如何营销才能使主题餐厅拥有更多的客户等？针对这些问题，了解国内市场的实际情况和国民消费习惯，对比国内外的餐饮营销经验，提出一系列的营销策略。

当今社会，主题餐厅种类广泛，本文以主题餐厅为研究对象，让大家系统的了解一下何为主题餐厅；再者向大家展示主题餐厅的发展，通过收集资料，更简介明了的分析主题餐厅的发展阶段，从而概括出影响主题餐厅发展的关键因素有哪些；并通过对这些因素的分析，来探索主题餐厅的发展方向。

关键词： 主 题 餐 厅；市 场；关 键 因 素；营 销 策 略

Themed restaurant marketing strategy research

Pick to China there are words of the old saying: "saying" claims, and therefore food occupies a large market in China. As China's economy increasingly rich, food and beverage industry also is in rapid development stage, according to the survey found that for a long time, as one of the main industry in the tertiary industry, catering industry to stimulate consumer demand, played an important role in promoting economic growth, increase domestic demand, market prosperity and improve the quality of people's living standard, etc., have made great contribution. Especially these years theme restaurant with distinctive theme features and rich cultural connotation as the core, become a new force, in the catering sector rise, become the latest must-haves in the food service market. Thus attracted the attention of many entrepreneurs, although it makes the theme more opportunities for development, but also caused a lot of problems. For example: how to make the theme restaurant in the catering market can sustainable development? How to marketing to make theme restaurant has more customers and so on? To solve these problems, to understand the actual situation of the domestic market and consumer habits, contrast the catering marketing experience at home and abroad, put forward a series of marketing strategy. In today's society, a theme restaurant wide variety, based on the theme as the research object, let everybody system learn about what is a theme restaurant; Again to show the development of the theme restaurants, by collecting data, more concise and clear analysis of the theme of development stage, so as to outline what are the key factors affecting the development of theme restaurants; And through the analysis of these factors, to explore the development direction of theme restaurants.

Key words: theme restaurant; Market; The key factor; The marketing strategy

目 录

一、 绪 论 4

（一）研究背景 4

1.1.1体验型经济的来临 4

1.1.2主题餐厅为体验经济的产物 5

1.1.3研究意义 6

（二）研究范围ι内容与技术 6

1.2.1研究范围 6

1.2.2研究内容与技术路线 8

二、相关理论及主题餐厅概况 8

（一）主题餐厅概念 8

2.1.1何为“主题”餐厅 8

2.1.2经营模式 8

（二） 主题餐厅概况 9

2.2.1多姿多彩 10

2.2.2力争上游 12

三、 营销策略研究 13

（一）发展中的“阻碍” 13

3.1.1初战告捷，但后劲不足 13

3.1.2餐厅没有突出主题文化 14

（二） 主题餐厅市场营销策略 14

3.2.1文化营销 15

3.2.2品牌营销 15

3.2.3体验营销 16

3.2.3优惠营销 17

（三）营销方式对比 17

（四）结论 18

致 谢 18

参考文献 19

绪 论

（一）研究背景

1.1.1体验型经济的来临

随着时代的变迁,科学的不断发展,人们的需求层次在不断提高,经济提供物也因此而不断的改变,由此导致了经济形态的根本性变化,从农业经济、工业经济、知识经济渐渐的向体验经济转变。在体验经济时代,餐饮行业也发生了质的变化，人们不在仅仅满足于“吃”的需求,还要求有享受、体验等需求,“体验”在众多的社会经济生活中，已成为“商品”,变成一种新的追求。