摘    要自改革开放以来，我国酒店业在国外酒店业的激励下迅速发展并取得了令世界瞩目的成绩。但随着政府“八项规定”等政策的出台，由政府官员构成的公务市场和其它高端餐饮消费需求急剧减少，高星级酒店餐饮业也受到了巨大冲击。89200

本文在理论研究的基础上，通过对杭州泛海钓鱼台酒店的实地调研，探讨分析了高星级酒店餐饮消费者偏好。消费者的用餐目的决定了人均消费水平；消费者的用餐选择主要受价格和菜品质量等因素的影响；传统营销手段对消费者行为产生的影响较小；高星级酒店餐饮在菜品质量、环境氛围和服务等方面得到高度认可，但其产品价格依然偏高。

为改善经营管理水平、迎合市场需求，高星级酒店餐饮业应从以下几方面入手：一是强化品牌形象；二是进行市场细分，针对不同细分市场提供相应产品和服务；三是打造个性化产品；四是丰富市场营销手段。

Since reform and opening up, China's hotel industry under the stimulus of foreign hotel industry develop rapidly and make great achievement in the world。 But the government’s "eight provisions" and other policies introduced, making the official market and high-end consumer demand for food dropped, high-star hotel catering industry has been a huge impact。

In this paper, on the basis of theoretical research, and through the field investigation of Diaoyutai Hotel Hangzhou sea, analyzes the high star hotel catering consumer preferences。 Consumers' dining purpose determines the per capita consumption level; Consumers' dining option is mainly affected by factors such as price and food quality。 The traditional marketing means less effect on the consumer behavior; High star hotel food and beverage in such aspects as food quality, environment and service are highly recognized, but the price of its products is still on the high side。

In order to improve the management level and meet the market demand, high-star hotel catering industry should start from the following aspects: One is to strengthen the brand image; Second, fractionizing market, according to different market segments with corresponding products and services; third is to create personalized products; four is rich marketing means。

毕业论文关键词：消费者偏好；餐饮业；高星级酒店源Y于U优I尔O论P文W网wwW.yOueRw.com 原文+QQ75201-8766

Key words: consumer preferences; restaurant industry; high star hotel

                         目   录

1 绪论 1

1。1 研究背景 1

1。2 研究意义 1

1。3 技术路线 2

2文献综述 3

  2。1 高星级饭店发展现状。。。。4

2。1。1 高星级饭店内涵与特点 4

2。1。2 高星级饭店餐饮业发展现状 4

2。2 相关理论基础。。4

2。2。1消费者偏好 4

2。2。2 市场细分 5

2。2。3 个性化产品定制 5

3研究方法 6

3。1 研究设计 6

3。1。1 研究对象 6

3。1。2 调查问卷设计 6

3。1。3 调查问卷的发放与回收 7

4 数据分析