摘要：餐饮团购的出现为消费者带来了优惠便利，为餐饮企业、团购网站带来了收益，然而随着时间的深入，餐饮团购发展至今，逐渐凸显出很多问题，一方面是餐饮企业的经营者的经营策略、诚信等问题，一方面是团购网站的经营与网购平台的管理问题，餐饮企业团购经营与营销策略让消费者逐渐无法得到满意的消费体验，消费者对此怨声载道，许多问题如市场体制不健全，盈利模式不合理，法律法规不完善等亟待解决。本文在现有的研究成果的基础上，对当前市场的发展趋势与消费者的消费个性化消费需求对于餐饮企业参与团购营销所存在的问题进行系统化的分析研究，找出相关问题的根源，针对参与企业、餐饮市场和网络团购平台所存在的问题提出解决办法以及提出有效的、适宜的营销建议，如扩大团购规模，实施品牌推广战略。制定以消费者为中心的营销策略等。目的是解决餐饮行业现有的困境，给其带来新的发展方向，让餐饮企业在互联网技术飞速发展的今天不仅能够保持原有的对消费者的消费吸引力，同时还能够很好地顺应时代的潮流，茁壮成长。50657

毕业论文关键词：餐饮行业  团购营销  策略分析

[Analysis on the Marketing Optimization of the Food and Beverage Industry Group]

Abstract: Catering group buying appears to consumers brought the convenience of preferential, for catering enterprises, the group buys a website has brought benefits. However, with the deepening of the time, buy food development has gradually highlights many problems. On the one hand is the operators of the catering enterprises of business strategy, integrity and other issues, on the one hand is to buy the site management and online shopping platform management, catering enterprises to buy the business and marketing strategy so that consumers increasingly unable to get the satisfaction of the consumer experience, consumer complaints about this, many problems such as the market system is not sound, the irrational profit model, laws and regulations are not perfect, urgently awaits to be solved. The on the basis of the existing research results, the development trend of the current market and consumer consumption personalized consumer demand for catering enterprises involved in group purchase marketing, the existence of systematic research and analysis, and try to find out the root of problems related to, for the participation of businesses, food and beverage market and the network group to buy the platform are put forward to solve method and puts forward effective, appropriate marketing recommendations, such as the expansion of the size of the buy, to promote the implementation of brand strategy. Develop a consumer centric marketing strategy. To solve the existing difficulties the catering enterprises, to bring new development direction, make catering enterprises in today's rapid development of Internet technology not only can maintain the original consumer to consumer appeal also can well adapt to the times trend, to grow.

Key words:  catering trade,  group purchase marketing,  strategy analysis

 目  录

一、前言 1

（一）选题背景和意义 1

（二）国内外研究现状分析 2

二、网络团购现状分析 3

三、餐饮行业团购活动中的问题 5

（一）不健全的市场体制 5

（二）不合理的盈利模式 6

（三）不完善的法律制度 7

（四）缺少快速有效的消费者维权绿色通道