郑州西亚斯学院本科毕业论文题目餐饮业服务营销策略研究一一以海底捞为例指导教师职称学生姓名学号专业工商管理班级工商管理一班院（系）商学院完成时间餐饮业服务营销策略研究一以“海底捞”为例摘要随着我国经济的稳健发展，人民的生活质量也逐渐提高，人们的追求也日益增加。餐饮行业作为我们老话中“吃穿住行”中的“吃”，是人民群众日常生活中触手可及的。与餐饮业所提供的产品相比，餐饮行业的服务营销也是至关重要的。海底捞作为餐饮行业的领头羊，不仅门店众多，影响力也比较大，在日常的生活中消费者也愿意去探讨在海底捞吃饭的话题。海底捞最令人称道的是它独特的服务体系，它能在最大程度满足顾客的基础上，为顾客提供人性化的服务。在市场竞争愈发激烈的今天，海底捞若想保持优势、继续发展，服务营销则显得尤为重要。本文以“海底捞”为例，结合STP、期望确认等相关理论，分析内外环境下，“海底捞”在服务营销方面所面临的的问题，并针对问题提出解决方案。关键词：海底捞服务营销；消费者行为Research on Service Marketing Strategy of Catering IndustryTake "Haidilao"as an exampleABSTRACTHaidilao,as one with the rising consumption level of mostconsumers,consumers ha.ve higher and higher requirements forservice quality.Catering industry as an important part of theservice industry,the quality of service directly determinesthe status of enterprises in the eyes of consumersf therepresentatives of the catering industry,not only has nearlya thousand chain stores,but also the experience of consumerseating in Haidilao is also one of the favorite topics in socialapplication software.Its unique feature is that it has a uniqueservice marketing system,pays attention to consumers'preferences and needs,and provides humanized and personalizedservices.In today's increasingly fierce market competition,if Haidilao wants to maintain its advantages and continue todevelop,service marketing is particularly important.This paper takes "Haidilao"as an example,combined with STPtheory,analyzes the problems faced by "Haidilao"in servicemarketing under the internal and external environment.