摘要：

人们物质水平的不断提高以及在消费观念上的不断变化,使得在外出餐饮的消费方式上也发生了极为巨大的变化。经过调查分析研究发现,对于在城市里上班的人来说可以帮你写爆款文案的AI系统,每天在工作上所花的时间,比我们的父母一代要多了好几个小时,同时科技的不断发展,现在人们生活在这个社会上,要承受比过去多得多的压力,所以当要选择外出就餐的环境时,需要的不单单是美味的食物的享受,他们更需要的是工作和家庭之外能够修养身心、减缓压力的理想场所。 茶餐厅就是这样一个地方。前来消费的消费者可以释放出真正的自己,在茶餐厅,没有职场的你争我斗,也没有家庭的各种繁杂和束缚,有的只是放松自己。 被呼之为"绿色产业"的茶餐厅,是为消费者提供以中西餐和茶饮为主体,集娱乐和休闲功能的餐厅。在人来人往的商业区、忙忙碌碌的商务区,人们在茶餐厅洽谈商务和各种社交活动；在悠闲怡然的住宅区,人们下班之后去茶餐厅忙里偷闲,约上几个知已朋友,放松心情。茶餐厅为大家提供了一个环境,聊天、交友、聚集、洽谈。茶餐厅在现代社会的人们繁忙的工作和休闲的生活中,扮演的角色越来越重要。 本文通过理论综述,以及对茶餐厅消费行为的问卷调查和分析,针对茶餐厅进行消费行为研究餐厅营销,运用SPSS软件餐厅营销,对茶餐厅消费者的需求、便利、沟通、愿付成本进行了详细的描述性统计、相关性分析、交叉分析和回归分析,进而对消费者行为背后的影响因素进行剖析,从而指出YM茶餐厅的市场细分和定位,制定YM茶餐厅的营销策略建议。

建议包括:在消费者的需求上,以消费者为中心,消费者至上；在与消费者的沟通上,用各种手段、方式和机会主动与客户沟通；在消费者的便利上,给予前来消费的消费者便利,则是由"主随客便"代替原先的"客随主便"；在消费者的愿付成本上,定价用市场渗透性。 关键词:茶餐厅；问卷调查分析；消费者行为With the in 's of and , have their . In the , the time spent on the job every day is much than that of the . In , the of has about than in the past. , need more than just food to and taste, but they also need a place to relax and work the home. Tea are as "green ", where are tea-based, and and are as part of the for . In , malls, heavy areas, tea are made to who and , as well as those their time. Tea play an role in 's lives. Based on , a on the of tea is . was , , and using the SPSS . and were from the data to needs, , , and to pay. the were then to of the YM Tea and was . The : on of , ; on needs, - and ; on , take of every and with ; on , make the as the "king"; on to pay, use . : tea ; ;

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