ABC Cooking Studio的营销策略及市场发展研究
本论文将日本排名Number One的明星店铺-ABC Cooking Studio作为研究对象，从中日企业文化差异性的角度出发，采用问卷调查及实地采访两种调研方式，应用企业战略管理的分析模型和方法，并且结合ABC Cooking Studio自身的企业特点，对ABC Cooking Studio在中国市场的营销策略及发展策略进行研究。
ABC Cooking Studio在进入中国市场后，为了适应不同的市场环境，其吸收并贯通了中国企业文化的特色。特别是在宣传、促销等方面与其在日本市场上有了明显的本土化变化。5540
关键字：企业文化；营销策略；ABC Cooking Studio
The marketing strategy and development research about ABC Cooking Studio
Abstract：China is integrating as an important player in the international economy with its progress of reforms and open market economic policies, and with the rapid development of the world trade and economic integration. While Japan and China belong to the same geopolitical relations in Asia and the culture of these regions are based on traditional Chinese Confucian culture. But, the two countries in political, economic and social development track are different. Therefore, the formation of corporate culture has its own characteristics.
The star shop in Japan which ranked Number One is ABC Cooking Studio, we choose it as an object of this study. This study based on the perspective of corporate culture differences between China and Japan. Questionnaires and field interviews are two research methods we used in this study, analysis of the application of strategic management models and methods. In this study, we combine with ABC Cooking Studio’s business characteristics to make a study of marketing strategy and development strategies about ABC Cooking Studio in the Chinese market.
In order to adapt to the different market conditions, after entered the Chinese market, ABC Cooking Studio absorbed and combined with the cultural characteristics of Chinese enterprises. Especially in propaganda, promotion and other aspects, ABC Cooking Studio has a significantly change.
Key Words： Corporate culture；Marketing Strategy；ABC Cooking Studio
目录
引言 1
（一） 选题依据 1
（二） 目的及意义 1
（三） 国内外现状 1
一、ABC Cooking Studio简介 3
二、ABC Cooking Studio 的营销策略 6
（一） 产品策略 6
1、 烹调课程 6
2、 面包课程 6
3、 西点课程 6
（二） 价格策略 7
（三） 宣传策略 7
1、 宣传单 7
2、 广告 8
（四） 促销策略 8
1、 商场活动 8
2、 会员活动 9
3、 团购 9
（五） 人力资源策略 9
1、 员工薪资酬劳 10
2、 员工福利待遇 10
3、 员工发展前景 11
三、ABC Cooking Studio营销策略面临的问题 12
（一） 宣传力度 12
（二） 推销方式 12
（三） 消费人群过于精确 12
（四） 收费明细 12
（五） 缺少接待洽谈区 13