A study on the regional market positioning of BZ Restaurant Chain Companies : a case study of Chengdu

BZ 餐饮连锁公司的区域市场定位研究-以成都为例

Name: Cixin Zou

LCSH: Marketing -- Positioning

LCSH: Restaurant industry

LCSH: Chain restaurants

LCSH: Consumer behavior

LCSH: Regional marketing

Abstract: BZ Catering Chain Company is a large catering service company that operates authentic Sichuan hot pot. Its headquarters is located in Chengdu. The company’s Dalongyi Hot Pot launched its legendary journey in Yulin, Chengdu in 2013. This paper mainly studies the regional market positioning of BZ Catering Chain Company in the Chengdu market and the new products that will be launched in the future. This paper focuses on the aspects BZ Catering Chain Company should consider from market research to regional market positioning and how to enhance consumer favorability for BZ Catering Chain Company's products. Furthermore, it examines the factors which will affect consumers' willingness to buy. This paper analyzes the product positioning of BZ restaurant chain company from the perspective of consumer purchasing behavior. Based on a combination of empirical analysis and marketing environment analysis, BZ Catering Chain Company should position its products as mid– to high–end, focus on product quality, and use price competition as a marketing tool at a specific times and in specific regions. After securing initial profits, it should leverage the advantages of high quality and low price to quickly penetrate the market

Abstract: BZ 餐饮连锁公司是经营地道川味火锅的大型餐饮服务企业，总部位于成都， 旗下大龙燚火锅于2013 年从成都玉林拉开传奇序幕，本文主要研究BZ 餐饮连锁 公司在成都市场，未来即将推出的新产品相关区域市场定位问题。本文重点探讨 BZ 餐饮连锁公司在从市场研究到区域市场定位的过程中该从哪些方面入手，如 何增强消费者对BZ 餐饮连锁公司产品青睐？研究哪些因素会影响消费者购买意 愿？ 通过消费者购买行为视角作为切入点研究BZ 餐饮连锁公司产品定位的问题， 根据实证分析与营销环境分析相结合，BZ 餐饮连锁公司应该将产品定位为中高 端产品，主打产品品质，并在特定时间和特定地域使用价格竞争的营销手段，在 将第一部分利润的情况下，用品质优价格低的优势迅速打开市场

Rangsit University. Rangsit University Library

Address: PATHUM THANI

Email: rattanapornn@rsu.ac.th

Name: Guo Jianluan

Role: Advisor

Created: 2024

Modified: 2569-07-08

Issued: 2026-07-08

วิทยานิพนธ์/Thesis

application/pdf

chi

Spatial: Chengdu

DegreeName: Master of Business Administration

Level: Master's Degree

Grantor: Rangsit University

Descipline: Business Administration

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