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市场调查研究报告-对美国中国式餐馆顾客满意度和行为意向的调查研究 [3]

论文作者:www.51lunwen.org论文属性:硕士毕业论文 dissertation登出时间:2014-08-08编辑:felicia点击率:19637

论文字数:6683论文编号:org201408071841508197语种:英语 English地区:中国价格:免费论文

关键词:市场调查研究报告客户满意度行为意图中国餐馆customer satisfactionbehavioral intentions

摘要:本文是一篇市场调查研究论文(marketing research proposal)。美国是一个多元文化和多民族的国家,在美国市场,美国民族食品市场年销售额750亿美元,65%左右是归因于餐饮业,然而,民族餐馆的快速增长是由多方面的原因引起的。随着生活方式的变化和外出就餐变得越来越普及,许多客户强烈要求新口味,体会不一样的味觉享受。本文对此进行了调查研究。

he author must exert control over both the content and the way it is organised. The literature review is what shows that the author understand the chosen topic and keeps to the aim. ‘In researching for your dissertation or project, you will generally be expected to source material for yourself' says MacMillan (2007, p.61). Meanwhile, Swetnam (2005, p.76) gives examples and his definition is that ‘the literature review is central to the dissertation and in all styles of work. It has a number of functions, for example, it shows that you have read widely around your chosen topic, it demonstrates your critical understanding of the theory, it informs and modifies your own research. White (2006, p.83) gives a newer definition that the literature review ‘will help you to discuss the dissertation in its relevant context, together with any theoretical frameworks which may be involved. It may also trigger your imagination and help you set the work in a new and different light' because the author learns and understands more, which can stimulate further analysis.


Chapter: 1 Ethnic cuisine development and Chinese restaurants in the US.

In the past few decades, with the influx of new immigrants as well as diversifying tastes of Americans, ethnic foods have become widely available and increasingly popular in the U.S. food service market (Josiam and monteiro, 2004). Traditional ethnic cuisines such as Italian, Mexican and Cantonese Chinese have become so familiar to American customer that they are perceived as mainstream American foods (Mills, 2000). In the meanwhile, many emerging ethnic cuisines such as Caribbean, Mediterranean and Pan - Asian have also gained wide acceptance in recent years (US ethnic food market, 2005).


Chinese cuisine arrived in the U.S. with the first railroad construction workers brought over to the west coast of the U.S. in the nineteenth century (Freeman, 2008). From the first Cantonese style Chinese restaurant opened in San Francisco in 1849, it rapidly penetrated towns and cities all over the U.S. and became part of the American experience (Chen and Bowen, 2001). Cantonese style cuisine, characterised by its light sweet and sour flavours, is the most popular Chinese cuisine in the U.S. In the recent years, other styles of Chinese cuisine have also become familiar to American customers, such as Szechwan, Hunan and Mandarin styles. The first two styles are famous for their hot and spicy flavours, while the last one is characterised by light, elegant and mildly seasoned foods (George, 2001). According to the National Restaurant Association (1995), customer perceived Chinese cuisine as a great value for the price, good for carryout, rich in flavour and difficult to prepare at home.


Although there a few Chinese restaurant chains operating in the U.S. such as P. F. Chang's China Bistro and Panda Express, most Chinese restaurant has a Chinese name outside, is decorated with Chinese styled pictures and artifacts, such as Chinese brush landscape paintings red lanterns, offers a menu printed in both Chinese and English, and provides Chinese characterised tableware, such as chopsticks and Chinese restaurants have been facing intense competition among themselves due to fast development and expansion in the U.S., as well as from other emerging Asian论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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