必勝客在中國(guó)發(fā)展的營(yíng)銷(xiāo)策略研究.pdf

1、復(fù)旦大學(xué)碩士學(xué)位論文必勝客在中國(guó)發(fā)展的營(yíng)銷(xiāo)策略研究姓名：孫遠(yuǎn)星申請(qǐng)學(xué)位級(jí)別：碩士專(zhuān)業(yè)：工商管理指導(dǎo)教師：劉剛2002103000M023孫遠(yuǎn)星必腫客n中困發(fā)J醚的_i銷(xiāo)策略馴究ABSTRACT7FhiSarticlediscussesPizzaHut’SmarketingstrategyandexecutioninChinamarkettodefinetwoissues：IViastudyingPizzaHut’Smarketingst

2、rategy，brandpositioningandkindsofmarketingmixinChinamarkettoprovidesomeinspirationstootherrestaurantcompanieswhichwanttodevelopinChinamarket；IISomerecommendationsforfurtherdevelopmentofPizzaHutinChinamarketundernewmarket

3、situationsPizzaHutbelongstoYum!RestaurantsInternationaltheworld’Sbiggestchainrestaurantsmanagecompany，whilePizzaHutisalsothebiggestchainpizzarestaurantintheworldButconsideringthespecialcircumstanceofChinamarket，PizzaHutg

4、aveupitsglobalQSR(quickservicerestaurant)brandpositioningandrepositioneditselfas“LeisureRestaurant’’and“PizzaExpert”atthesametimeFirstsessionofthisarticlefocusesonstudyingthemainachievementsofPizzaHutinChinasuchasaccurat

5、ebrandpositioningandeffectivemarketingmixandsoontogivereferencetootherrestaurantcompanies：howtodefinethemarkets；customerorientation；andeffectivemarketingexecutionsunderclearpositioningSecondsessionofthisarticlefocusesonf

6、orecastingthepossibleproblemsPizzaHutmayencounteronfurtherdevelopmentinChinawhileprovidingsomesuggestionssuchasbrandrepositioning，newmarketingmixanddevelopingPizzaHutDeliveryKeyWordsPizzaHutBrandPositioningMarketingStrat