火锅市场调查报告.docx

火锅市场调查报告
篇一:火锅调查报告
小
火
锅
调
查
报
告
目录
一、前言························································
二、市场现状分析················································
1、影响火锅消费的宏观环境分析···································
2、火锅市场的特点···············································
3、火锅产品情况·················································
4、SWOT分析·····················································
5、火锅市场竞争者分析··········································· 三:消费者需求分析··············································
1、需求规模·····················································
2、消费者的就餐特点·············································
3、消费者对用餐的要求···········································
四、调查目的与方法··············································
五、营销战略····················································
1、市场细分·····················································
2、市场选择·····················································
3、市场定位·····················································
六、主要发现····················································
七、结论和建议··················································
八、附录························································
一、前言
随着我国火锅业的发展,从街头巷尾的地摊式火锅慢慢衍变到火锅的多品种、高档次、规模化、制作精、配料考究等多元化的特点。使各种从事火锅制作并提供火锅消费的企业迅速发展。同时,火锅餐饮行业本身所固有的特性――既是高利润行业,又是政府和地方利税大户――决定了它在国家与地方经济发展中起着不可替代的重要作用。因此,为了更好的在泰州地区占领火锅市场,特进行此次调研。本次调研的重点内容有吸引消费者去火锅店的关键因素是什么;消费者对开各式火锅锅底的态度;火锅的地点对消费者有无影响;消费者认为火锅人均消费价格多少适宜;对目前火锅店的满意度以及他们对火锅店的期望及意见。我们的调研地点为:泰州老街,调研的对象为:泰州老街的游客及居民,调研的时间为:XX年10月26日到XX年10月28日。本次调研的主要方法:问卷调查法和访问法。衷心感谢,泰州老街游客及居民的配合。
二、火锅市场状况分析
(一)、影响火锅消费的宏观环境分析
1、消费者需求状况对火锅消费的影响
如今人们对生活水平的提高,对饮食的需求也越来越大,很多人不愿意在学校公司食堂用餐,他们大多喜欢一群人外出消费,因此对火锅市场是非常有利的。
2、餐饮文化对火锅消费的影响
比起火锅店的食品安全质量的不良,中餐店更卫生实惠,品种多,符合国人的需求,中餐店占据了优势。还有一些人追求物质的享受常常选择西餐店,因此西餐店也是一个威胁。
(二)火锅市场的特点
1、火锅市场竞争者繁多
餐饮市场上大大小小的火锅店有近千家,这些火锅店大都是最近几年内迅速发展起来的。而且火锅的种类越来越丰富,店面的经营规模也越来越大。
2、注重“营养、健康”的消费
人们对火锅将会提出更加多元化的要求,不久的将来,“科技、营养、健康、自由的火锅”才可能是人们理想中的火锅。
3、火锅市场中的品牌火锅特色
第一类汤为淡味,第二类是锅内的