基于消费者选择的餐饮企业营销策略优化研究

Research on Marketing Strategy Optimization of Catering Enterprises Based on Consumer Choice

摘要: 本研究旨在探讨餐饮企业如何根据消费者的选择和偏好进行营销策略的选择和优化。以市场细分理论、效用理论等为基础，确定三餐选择、营销方式偏好等变量，通过设计并发放问卷，了解消费者的选择和偏好。根据反馈数据，基于变量聚类分析，将消费者分为四类，包括“追求高质量高效率的快生活精致型、高效率低质量的快生活经济型、低效率高质量的慢生活精致型及低效率低质量的慢生活经济型”。之后根据分析现有营销方式、营业时段、营销渠道、营销技术四个方面提出了营销策略优化建议。同时餐饮企业要注意与消费者保持沟通，保证餐品品质，承担企业社会责任，以提高市场竞争力。

Abstract: This study aims to explore how catering enterprises choose and optimize marketing strategies ac-cording to consumers’ choices and preferences. On the basis of market segmentation theory and utility theory, the variables such as choice of meals and preference of marketing methods are de-termined, and the choices and preferences of consumers are understood through the design and distribution of questionnaires. According to the feedback data, based on the variable cluster analy-sis, the consumers are divided into four categories, including “exquisite fast life with high quality and high efficiency, fast life economy with high efficiency and low quality, exquisite slow life with low efficiency and low quality, and slow life economy with low efficiency and low quality”. Then, ac-cording to the analysis of the existing marketing methods, business hours, marketing channels and marketing technology, four aspects of marketing strategy optimization suggests. At the same time, catering enterprises should pay attention to maintaining communication with consumers, ensuring food quality and undertaking corporate social responsibility, in order to improve market competi-tiveness.