国内消费升级趋势，对最能代表国计民生发展水平的餐饮业发展影响深远。特别是餐饮业中经过自然文化历史沉淀的地域代表特色小吃品类餐饮业，在大众消费升级需求下焕发出强劲生命力。驴肉火烧作为河北地域代表性餐饮品类，历经数百年民间传承，美味营养价廉便捷形象深入人心，拥有深厚的群众基础。同时，当下快节奏生活塑造的便捷餐饮风尚，为驴肉火烧创造了新的发展契机。目前，尽管小小的驴肉火烧市场体量已经达到了80亿空间市值，但与其类似品牌的地域性龙头小吃品类相比，市场知名度和市场价值方面都存在相当差距。诸如已经达到800多亿体量的沙县小吃和区域无差别拓店的兰州牛肉拉面，驴肉火烧市场表现明显疲弱。近些年来，尽管驴肉火烧发源地河间市市政府日渐重视驴肉火烧产业发展，先后出台产业扶持规范政策以大力扶持驴肉火烧供应链配套产业发展，但收效甚微。政策助力和市场潜力空间逐步释放并未促成行业市场影响力的驴肉火烧标志性品牌出现，仍以复制零散夫妻小店经营模式发展为主。本文以河间功夫驴非遗驴肉火烧品牌作为研究对象研究驴肉火烧品类发展现状。首先，本文介绍了研究背景意义、研究内容、国内外研究现状和本文拟采用的研究方法。其次，梳理回顾了国内驴肉火烧产业发展现状，探讨了行业经营中普遍存在的问题。再次，运用swot等战略环境分析工具分析了案例企业的营销现状和围绕打造驴肉火烧行业龙头品牌预期目标而制定营销战略所面临的内外部环境条件，并进一步明确提出了案例企业营销战略中存在的主要问题。在此基础上，本文采用了STP营销定位理论，结合品牌树理论和4P理论逐层提出了功夫驴驴肉火烧营销战略优化建议及其相匹配的营销策略组合建议，以及相应保障措施。这将为功夫驴驴肉火烧同行及其他小吃餐饮品类从业者通过完善市场营销策略体系打造品牌、拓展市场提供借鉴。
The Trend of domestic consumption upgrading has a far-reaching impact on the development of the catering industry, which best represents the development level of the national economy and peoples livelihoods. Especially in the local speciality gourmet catering industry that has been precipitated by natural culture and history, has shown strong vitality under the upgrading demand of mass consumption. As a representative catering category in Hebei, donkey burger has been inherited by the people for hundreds of years. Its delicious, nutritious, inexpensive and convenient images is deeply rooted in the hearts of the people, and it has a solid mass foundation. At the same time, the convenient catering trend shaped by the current fast-paced life has created a new opportunity for the development of donkey burger. At present, although donkey burger market has reached 8 billion market value, but comparing with similar brands of regional leading gourmet categories, there is a considerable gap in market popularity and market value. For example, Shaxian delicacies has reached a volume of more than 80 billion and Lanzhou noodle bar has expanded regionally without distinction, the donkey burger performance is obviously weak. In recent years, although the municipal government of Hejian City, the birthplace of donkey burger, has paid more and more attention to the development of the donkey burger industry, and has successively introduced industrial support and normative policies to vigorously support the development of supporting industries in the donkey burger supply chain, but the results have been minimal. The policy support and the gradual release of market potential have not led to the emergence of the iconic donkey burger brand with market influence in the industry, and the development is still dominated by the copying model of scattered mom-and-pop shops. This paper takes Hejian KungFu EeO intangible heritage donkey burger brand as the research object to study the development status of donkey burger category. First of all, this paper introduces the research background, significance, research content, relevant research status at home and abroad and the proposed research methods. Secondly, review the development status of domestic donkey burger industry, and discuss the common problems in the operation of the industry. Thirdly, using SWOT and other strategic environmental analysis tools to analyze the marketing status of the case enterprise, the internal and external environmental conditions faced by formulating marketing strategies around the expected goal of building a leading brand in the donkey burger industry, and further clearly pointed out the existing main problems in the marketing strategy of the case enterprise. On this basis, the paper adopts the STP marketing positioning theory, combined with the brand tree theory and the 4P theory, the paper puts forward the marketing strategy optimization suggestions of KungFu EeO, and its matching marketing strategy combination suggestions, as well as the corresponding safeguard measures. This will provide a reference for practitioners of KungFu EeO, donkey burger peers and other regional gourmet and catering products to build brands and expand the market by improving the marketing strategy system.
