摘要：隨著經濟的發展，消費者對于飲食的要求也越來越高，再加上國內外餐飲業的不斷發展，餐飲業內競爭越來越激烈，尤其是中小餐飲業。而風波莊以其獨特的營銷策略，在市場中占有一席之地，南京風波莊湖南路店秉承著風波莊的做法，不斷地吸引消費者前往。通過對一般中小餐飲店的營銷策略進行簡單的分析，并重點針對南京風波莊湖南路店的營銷策略進行分析，根據其現狀，對其營銷策略提出自己的一些建議，希望在一定程度上對南京風波莊湖南路店順利地開展營銷工作以及對其未來的發展模式有所幫助。

關鍵詞：營銷策略；4Ps；風波莊

Abstract：With economic development, consumers’ demands on food become higher and higher. Coupled with the continuous development of domestic and international catering trade, the trade has become more competitive, especially among small and medium sized restaurants. The FengboZhuang Restaurants, with its unique marketing strategy, manage to maintain its share in the market. Its branch restaurant on Hunan Road, Nanjing, following its unique strategy, has been succeeding in attracting consumers. General marketing strategies of Small restaurants are simply analyzed, and that of the FengboZhuang Restaurant on Hunan Road is intensely analyzed. According to the current FengboZhuang Restaurant’ status, marketing strategy, new proposals are put forward, aiming at successfully promoting further development of its model.

Key Words: Marketing Strategy;4Ps;FengboZhuang Restaurant