中式餐饮业国际化发展的定价分析

论文编号:GM150    论文字数:12390,页数:18

摘       要

     中国餐饮业的跨国发展应用高定价的策略。从服务贸易的消费心理角度来说，人的需求从低到高分成五个层次，它们是生理需求、安全需求、社交需求、尊重需求和自我实现需求。消费者外出对餐饮食品的需求出于两个原因：一是为了替代家中日常的进餐活动；二是把在餐厅进餐看作是消遣和娱乐活动。消费者对餐厅的需求实际上隐含了对情感、社交、自我实现等较高层次需求方面得到满足。在需求已经发展到较高的层次时，价格已经不再是影响需求的主要因素。以提供高质量的服务产品为前提，餐饮业的国际化发展应走高定价的路线，这也是未来餐饮业发展的趋势。在物质产品发展到一定阶段后，非物质产品比物质产品的价值更高，升值空间更大。中国餐饮业要真正的走出去就要在无形的服务质量、品牌、环境、附加体验等角度提升自己，而后不要妄自菲薄，我们有高定价的理由和资本，甚至可以把高定价作为一种营销的手段，一种质量高的外在体现。

[关键词]  固定价格  需求   消费群   定位

Abstract

As the service trade in a tourism part, the food and beverage industry development has the pivotal function to our country`s service trade, this article selects this angle of fixing a price to analyze the question which China walks, advocated hightlights the localization from the fixed price policy and the choice of strategy. The article hold the status that the general policy of fixing price should be the high fixed price, carries on the summary in this foundation to the food and beverage industry characteristic and fixed price strategy. secondly this article enumerate and analyze several fixed price method which is suitable ordinary for the Chinese food and beverage industry internationalization development . subsequently from the supplies and the demand two aspects explained the high fixed price necessity and  the  feasibility,and reminded the service trade marketing to be supposed to pay attention analyze own strength , the market and the competitor situation, then choose the suitable fixed price method.

[key word]   fixed price  demand  expense group  localization

目  录

1 餐饮业国际化发展定价综述 .........................................2
1.1 高定价是定价总方针 .............................................3
1.2餐饮业国际化发展的具体方法和策略 ................................5
2 影响餐饮业定价的因素和特征 .......................................7
2.1影响餐饮业定价的供给因素 ........................................7
2.2 影响餐饮业定价的需求因素 .......................................8
3从定价角度分析中国餐饮业跨国发展的市场定位 ........................11
3.1跨国餐饮业的奢侈品定位 ..........................................11
3.2消费群的定位 ....................................................12
3.3信号传递原则 ....................................................13
3.4加大设备投入比例 ................................................14
4 总结 .............................................................15
参考文献 ...........................................................17
致  谢 .............................................................18