疫情防控常态化背景下扬州餐饮创新变革路径  

The Path of Innovation in the Catering Industry of Yangzhou under the Background of the Normalization of Epidemic Prevention and Control

作　　者：王兆成[1] WANG Zhaocheng(College of Tourism,Yangzhou Polytechnic College,Yangzhou 225009,China)

机构地区：[1]扬州市职业大学旅游学院,江苏扬州225009

出　　处：《现代食品》2022年第22期37-39,共3页Modern Food

基　　金：江苏省高职院校青年教师企业实践培训项目资助(2022);扬州市市级社科重点课题立项项目(202262);扬州职业大学科研创新团队项目(KYCXTD201903)。

摘　　要：疫情防控常态化使餐饮行业面临新的消费环境和趋势变化,低需求、高成本、低毛利使餐饮行业面临诸多困难和挑战。扬州作为世界美食之都,更需要积极行动,积极抢占预制菜市场,不断进行产品创新,注重渠道多元化与运营精细化,推进餐饮的数字化与智能化,优化消费者情景体验,精准市场定位和差异化营销,以创新和变革来应对困难,更好地谋取生存和发展之道。Epidemic prevention and control has been normalized,the catering industry face new consumer environment and trend changes.Low demand,high cost and low gross profit have made the catering industry face many difficulties and challenges.Yangzhou as the gastronomic capital of the world,need to take more positive actions such as positive seizing prefabricated food market,ongoing dish innovation,paying attention to channel multiplication and refinement,promoting catering digitalization and intellectualization,optimizing the consumer experience,accurately positioning market and valuing differentiated marketing,attaching great importance to innovation to cope with the difficulties and seek survival and development.

关 键 词：疫情防控 扬州餐饮 创新变革 

分 类 号：F719.3[经济管理—产业经济]