基于生活型态的餐饮业发展研究

发布时间：2018-02-12 20:24

本文关键词： 生活型态餐饮需求餐饮业发展杭帮菜　出处：《浙江理工大学》2011年硕士论文　论文类型：学位论文

【摘要】：民以食为天,饮食是人类生存和发展的基础。随着经济的发展,餐饮业在国民经济中的地位和作用越来越重要。《中国餐饮行业发展趋势分析》(2009)指出目前我国中餐行业发展面临着金融危机带来的消费者信心下滑以及经营成本的大幅度上升和居民生活型态变化带来消费观念转变的威胁。经历了非典、禽流感、H1N1,健康的餐饮观念早已深入人心,消费者越来越重视健康和卫生。绿色食品、素食、食疗、滋补等餐饮消费概念愈发得到消费者赞同。在这样一个时代背景下研究杭州特色餐饮业有着重大的经济社会意义。本文以杭州市杭帮菜为研究对象,以杭帮菜顾客生活型态为研究的主要切入点,并对顾客生活型态、餐饮需求以及餐饮业发展因素这三个方面以及之间的关系进行相关文献的分析,进而提出本文的分析框架,运用SPSS对调查问卷进行了实证分析,在此基础上就顾客生活型态和产业发展因素关系进行了测定和研究。通过研究发现：消费族群与发展因素的相关性及对发展因素的偏好程度是不一样的。时尚享受型消费者与服务因素、品味因素和品牌因素正相关；家庭经济型消费者与服务因素、价位因素和便捷因素正相关；个性活力型消费者与服务因素、品味因素和品牌因素正相关。相较而言,时尚享受型消费者更加偏好品味和品牌因素,家庭经济型消费者更加偏好价位和便捷因素,个性活力型更加偏好服务因素。杭帮菜消费族群以时尚享受型为主,家庭经济型次之,个性活力型更次。而从本文的研究中可以看出,目前杭帮菜的供给结构以服务和价位为主,而顾客对杭帮菜的需求以品味和品牌为主,杭帮菜供给与需求结构不相匹配。因此,面对着日益扩大的品味和品牌需求,杭帮菜应当继续推进连锁品牌化进程、实施以精致化为重心的发展策略和改善服务方式,优化供给结构,促进其健康合理发展。
[Abstract]:Food is the foundation of human survival and development. With the development of economy, The status and role of the catering industry in the national economy is becoming more and more important. "Analysis of the Development trend of the Chinese Catering Industry" (2009) points out that the development of the Chinese food industry in China is now facing a decline in consumer confidence and operating costs brought about by the financial crisis. The dramatic rise and changes in the living patterns of the residents threaten to change consumer attitudes. They have experienced SARS. The concept of healthy food and beverage has long been deeply rooted in people's hearts and minds. Consumers are paying more and more attention to health and hygiene. Green food, vegetarian food, diet therapy, The concept of food and beverage consumption such as nourishment is more and more approved by consumers. It is of great economic and social significance to study the catering industry with special characteristics in Hangzhou under such an era background. In this paper, Hangzhou Hangbancai is taken as the research object, and the main breakthrough point of the study is the life style of Hangzhou Bandao, and the life style of the customer is also discussed. The relationship between catering demand and catering industry development factors and the relationship between the three aspects of literature analysis, and then put forward the analysis framework of this paper, using the SPSS questionnaire to carry out an empirical analysis. On this basis, the relationship between customer life style and industry development factors is measured and studied. The relationship between consumer groups and development factors and the degree of preference for development factors are different. Fashion enjoyment consumers and service factors, taste factors and brand factors are positively related; household economy consumers and service factors. The price factor is positively related to the convenience factor, the personality dynamic consumer is positively related to the service factor, the taste factor and the brand factor. Family economy consumers prefer price and convenience factors, and individual vitality consumers prefer service factors. From the research in this paper, we can see that the supply structure of Hangzhou Bandao is based on service and price, while the customer's demand for Hangbancai is mainly on taste and brand, and the supply of Hangbancai is not matched with the structure of demand. In the face of expanding taste and brand demand, Hangbancai should continue to promote the process of chain branding, implement the development strategy focusing on refinement and improve the service mode, optimize the supply structure, and promote its healthy and rational development.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F719.3

【相似文献】