北二外Flatwhite高校餐饮企业的顾客符号性消费行为及功能定位研究

编者语：餐饮企业及餐饮企业中的消费者行为是酒店管理研究中的重要领域，本文重点关注大学校园中的社会餐饮企业及其消费者所具有的独特性，具有较强的理论和现实价值。论文存在的问题是所提炼出的理论框架和命题还在一定程度上停留在表面，需要进一步深入。

指导教师：李彬

作　　者：张祎

专　　业：酒店管理

完成时间：2017年3月26日

摘　　要

随着高校师生的餐饮消费需求和行为日趋多样化，大学校园功能的建设日益完善，校园内的餐饮企业也呈现出多元化的特点。由于西方饮食文化的传播和普及，高校校园中逐渐出现一些西餐厅和咖啡厅。尽管高校餐饮企业面对的主要消费人群是在校师生，然而，随着大学校园市场的逐步对外开放，一些周边社区或偶尔造访的散客等多种多样的消费者到高校餐饮企业消费。与师生的单一社会角色不同，这些消费者拥有更加多样化的社会角色，形成了异质性的消费文化和消费行为。那么，作为高校内餐饮业的新起之秀的咖啡厅，在校园这样一个充满文化气息的特殊环境下，它的顾客的消费行为有哪些特征？它的功能定位又是怎样的？本文以北京第二外国语学院内一家营业满三年的咖啡厅为例，结合笔者在这家咖啡厅一年多的兼职工作经历，采用民族志的观察记录法及深入访谈，探讨高校餐饮业新形态的消费者的符号性消费动机及行为，进而分析了高校咖啡厅与社会咖啡厅的差异，并在此基础上探索其功能定位。本文提出关于高校内咖啡厅调整经营策略的意见和建议，从而为实现高校内餐饮企业经营者及高校餐饮企业管理提供参考。(www.xing528.com)

关键词：高校　餐饮企业　亚文化　功能定位

Abstract

With the increasing variety of the customer demands and behavior in catering industry on campus，the construction and function of universities become more and more complete. As a result，the campus catering industry appears to be pluralistic. In addition with the spread of western diet culture，there are some western restaurants and cafés emerging on campus. The fact that campus service is open to the outside society brings about various customers with different identities，such as residents living near the university，other than students and professors，who are obviously the main customers of the campus restaurants. Then，as a new member joining in the campus catering industry，immersing in the phenomenon full of culture and the aroma of learning，what kind of subcultural features will cafés present？ What functional orientation will it opt and apply？

The paper took a café in Beijing International Studies University as an example，which has been operating for over three years，in order to search for the characteristic and features of its customers，and to determine its functional orientation.

Based on the working experience of over one year in the café，the author applies ethnographic method and thorough interview on the research to answer the questions above. At last，the paper will put forward some suggestions on ameliorating the operation of the café. All in all，the ethic purpose is to accelerate the win-win situation among the students，the café，and of course，the university.

Key words：Colleges and universities，Catering enterprises，Subculture，Functional orientation