互联网背景下特色轻食餐厅的运营研究(附调查问卷)

互联网背景下特色轻食餐厅的运营研究(附调查问卷)(任务书,开题报告,论文14000字)
摘要
2015年李克强总理在政府工作报告中强调了互联网+的重要意义，并迅速引起了社会各界的广泛关注。在互联网的大潮中，各行各业都在进行产业改革。新型力量不断勇气。作为传统行业的餐饮行业则是与互联网融合最早，融合度最深的业态之一。早在互联网兴起初期，就有了O2O电商外卖平台，优化了传统外卖经营结构。
互联网+发展至今，已从早先的形态结合转变为理念融合。在餐饮行业中依然如此。“轻食”作为伴随都市发展产生的新型健康饮食理念，也在不断影响着现代都市青年白领群体的日常生活。在一二线城市，轻食餐厅引发了极大的热潮和关注。本文就选取了比较具有代表性的特色轻食餐厅，分析其运营过程中出现的问题。并通过问卷调查手段，对当前环境下轻食餐厅出现的问题成因进行分析，并提出优化策略。
当前国内对于特色轻食餐厅运营的论文十分稀少，互联网+轻食餐厅运用仍处于空白阶段。我希望通过本文的调查研究，丰富并填补理论空白。同时，本文的实践性相对较强，可以为业界经营者提供相关指导意见。
关键词  轻食 餐厅运营 互联网+

Abstract
In 2015, premier li keqiang highlighted the importance of Internet plus in his government work report, and quickly attracted wide attention from all walks of life. In the tide of the Internet, industry is being reformed in all walks of life. The new forces are always courageous. As a traditional industry, the food and beverage industry is one of the earliest forms of integration with the Internet. In the early days of the Internet, there was an O2O business delivery platform that optimised the traditional takeaway business.
The Internet + development has been transformed from an earlier form into a fusion of ideas. The same is true in the restaurant industry. "Light food" as the new healthy eating concept that accompanies the urban development, also is affecting the daily life of the modern urban youth white-collar group. In a second-tier city, the light food restaurant has caused a lot of hype and attention. This paper selects a representative characteristic light food restaurant and analyzes the problems that arise during its operation. By means of questionnaire, this paper analyzes the causes of the problems in the dining room in the present environment, and puts forward the optimization strategy.
There is a dearth of papers in the current domestic market for specialty restaurants, and the Internet and the use of light food restaurants are still in a blank phase. I hope to enrich and fill the theoretical gap through the research in this article. At the same time, the practice of this paper is relatively strong, which can provide relevant guidance for industry operators.
Key Words:Light food Restaurant operations Interenet 
 

目  录
第一章 绪  论    4
1.1  研究背景    4
1.2  研究现状    4
1.2.1  “互联网+”方面    4
1.2.2  轻食文化方面    5
1.2.3  餐厅运营方面    5
1.3  研究意义    6
1.4  主要内容与结构安排    6
第二章 “互联网+”背景下特色轻食餐厅经营现状及问题    6
2.1  轻食文化与轻食餐厅    7
2.2 轻食餐厅特点及发展状况    7
2.3 轻食餐厅出现的问题    8
2.3.1  特色轻食定位不够准确    8
2.3.2  “互联网+”营销不够立体    9
2.3.3  轻食菜品质量差强人意    9
2.3.4 餐厅主题设计缺乏新意    10
第三章 “互联网+”背景下特色轻食餐厅经营问题的原因    12
3.1  特色轻食理念尚未普及    13
3.2  网络营销意识相对淡薄    14
3.3  偏重氛围格调轻视菜品    14
3.4  未进行客观的市场分析    15
第四章 “互联网+”背景下特色轻食餐厅经营效益提升对策    17
4.1  积极宣传推广轻食理念    17
4.2  发挥“互联网+”营销优势    17
4.3  打造特色美味轻食菜品    17
4.4  提升轻食餐厅文化内涵    17
第五章 结束语    17
参考文献    18
附  录    20
致  谢    23