【正文】 企業(yè)及產(chǎn)品特色，難以形成核心競爭力。據(jù)業(yè)內(nèi)人士估論中國餐飲業(yè)的營銷創(chuàng)新 4 計，這些費用如加起來約占企業(yè)營業(yè)收入的 5%左右，在目前低價位競爭的情況下，餐飲企業(yè)毛利率約為 20%左右，扣除 6%左右的稅收和其它各種收費及支付員工工資等成本，企業(yè)所剩無幾，企業(yè)的再生產(chǎn)活動受到很大的限制。 論中國餐飲業(yè)的營銷創(chuàng)新 5 我國餐飲業(yè)的經(jīng)營特點 . 餐飲業(yè)作為我國第三 產(chǎn)業(yè)的一個傳統(tǒng)支柱產(chǎn)業(yè)，在改革開放后的二十多年中得到了快速發(fā)展，已呈現(xiàn)百花齊放、百家爭鳴的局面。面向大眾消費的快餐、大眾宴席、風味小吃、早點夜宵、家常菜 肴市場持續(xù)紅火，餐飲食品、半成品、外賣、休閑等餐飲增勢強勁，中心廚房、配送中心、連鎖網(wǎng)絡(luò)嶄露頭角，較好地滿足了廣大消費著的需要，有力地推動了行業(yè)地興旺發(fā)達。餐飲企業(yè)借助節(jié)假日的有利時機，開展豐富多彩的促銷活動，有力地拉動了市場需 求。 4 市場細分化。以深圳的餐飲業(yè)為例，以華強北路、華發(fā)北路、振華路、振興路為中心的華強飲食圈就是深圳市最大的餐飲業(yè)商圈；另外還有東門美食圈、南園路食街、八卦嶺食街等等，它們都屬于餐飲業(yè)營業(yè)論中國餐飲業(yè)的營銷創(chuàng)新 6 網(wǎng)點相對集中的區(qū)域，這些餐飲商圈已經(jīng)成為深圳市餐飲消費的主要場所。 只有觀念創(chuàng)新，才有一系列行為創(chuàng)新。 產(chǎn)品創(chuàng)新 餐飲業(yè)產(chǎn)品創(chuàng)新的品種： (1)營養(yǎng)保健膳食品種； (2)快餐飲食品種； (3)餐飲開發(fā)品種。二是，橫向市場創(chuàng)新 (也叫“開發(fā)型”市場論中國餐飲業(yè)的營銷創(chuàng)新 8 創(chuàng)新 )，即開發(fā)新的市場，擴大市場空間?？觳偷瓴僮髁鞒滔鄬唵?，易于控制，適于薄利多銷型的營銷方式 3．網(wǎng)絡(luò)團購適宜做套餐，便于操作、管理，核算。每到 9 月陽澄湖大閘蟹上市之際，眾多品牌代理商們都會各展拳腳，為銷 售造勢。在設(shè)計的同時，名址中心根據(jù)其三家門店地址，精選了 4公里以內(nèi)的小區(qū)信息和企事業(yè)單位地址，總數(shù)為 33092 份，影響力郵件 Ep~,J 出成品后，一周內(nèi)被寄向了不同的小區(qū)信箱和企事業(yè)單位，等待人們的反應。寄出半個月后，陸陸續(xù)續(xù)又接到了十幾個咨詢該品牌這次活動一共印制了 33092 份郵件，加上我們的郵寄費用，廣告總金額也沒有超過 1． 5 萬元。但餐飲企業(yè)生產(chǎn)技術(shù)，理念仍停滯不前，影響著企業(yè)乃至整 個行業(yè)的發(fā)展，尤其是國際化競爭日趨激烈的當今，這種狀況令人堪憂。競爭中處于不敗之地。s Zhangye city during their journey to Kazakhstan, May 5, 2021. The caravan, consisting of more than 100 camels, three horsedrawn carriages and four support vehicles, started the trip from Jingyang county in Shaanxi on Sept 19, 2021. It will pass through Gansu province and Xinjiang Uygur autonomous region, and finally arrive in Almaty, formerly known as AlmaAta, the largest city in Kazakhstan, and Dungan in Zhambyl province. The trip will cover about 15,000 kilometers and take the caravan more than one year to plete. The caravan is expected to return to Jingyang in March 2021. Then they will e back, carrying specialty products from Kazakhstan A small art troupe founded six decades ago has grown into a household name in the Inner Mongolia autonomous region. In the 1950s, Ulan Muqir Art Troupe was created by nine young musicians, who toured remote villages on horses and performed traditional Mongolian music and dances for nomadic families. The 54yearold was born in Tongliao, in eastern Inner Mongolia and joined the troupe in says there are 74 branch troupes across Inner Mongolia and actors give around 100 shows every year to local nomadic people. I can still recall the days when I toured with the troupe in the early 39。t just about sharing art with nomadic families but also about gaining inspiration for the music and dance. Ulan Muqir literally translates as red burgeon, and today39。s president, who is also a renowned tenor, tells China Daily. During a tour in 1985, he went to a village and met an elderly local man, who told him a story about his friendship with a solider from Shenyang, capital of Northeast China39。s to e and recapping the key points. This device, not used in the original, is culturally understandable but artistically mediocre. What puzzles me is the two new songs for the opening and end credits. They were written in English, but sung by Chinese with an unfortable accent. They were obviously designed to appeal to an Englishspeaking base, but do not jibe with the Chinese dialogue. Speaking of the dialogue, the English translation, picked apart by some Chinese, is too literal for my taste. I can imagine a typical American hit by a flurry of royal ranks, addresses and greetings, even multiple names and titles for the same person. The first half hour must be a swamp to wade through, very much like my experience of getting through a Tolstoy tome with its endless inflections of names transliterated into lengthy Chinese. I see the choice of verbatim translation as an effort for conveying exotica. It is fairly petent, with no error that I could detect, but fails to rise above words or capture the essence of the language. A cultural product usually crosses over to a foreign territory first by an emphasis on the monalities. But whether inside or outside China, the temptation to sell it for the differences is just too great. Sure, the sumptuous sets and costumes are a big attraction, but the 論中國餐飲業(yè)的營銷創(chuàng)新 12 narrative technique has bee－ how shall I put it?－ a bit anglicized, which is necessary for cultural export. Judging by the responses, this legend, which, contrary to the claim of the English trailer, is totally fictitious, has departed from China but not yet lande