摘要：随着我国经济迅速发展，人们的生活水平提高，第三产业的地位提升，餐饮服务业迎来了良好的发展契机。小肥羊是餐饮业的领先者，但其他各品牌的火锅、中式餐饮及西式餐饮为大多数消费者青睐，餐饮业的竞争愈演愈烈。本文对小肥羊的营销策略进行分析，通过SWOT分析，STP理论，7PS理论等，研究小肥羊现有的营销战略，营销策略，并且针对这些策略做出详细分析，并针对分析得出的结果，提出切实可行的营销改进建议。

关键字：小肥羊 营销环境 营销策略

Abstract: With the rapid development of China's economy, people's living standards improve; enhance the status of the tertiary industry, food service industry ushered in a good opportunity for development. Little Sheep is a leader in the restaurant industry, but all other brands of hot pot, Chinese food and Western food for most consumers, intensified competition in the restaurant industry. In this paper, Little Sheep's marketing strategy analysis through SWOT analysis, STP theory, 7PS theory, research Little Sheep existing marketing strategy, marketing strategy, and make a detailed analysis of these strategies, and for the results of the analysis results, and put forward practical viable marketing recommendations for improvement. 

Keywords: Little Sheep   marketing environment   marketing strategy