论餐饮广告营销策略

发布时间：2018-07-15 16:17

【摘要】：随着人们消费水平的不断提高,消费观念的不断提升,使得我国在餐饮广告市场营销领域中,既面临着一定的市场前景,同时也面临着一定的挑战。在激烈的市场竞争中,餐饮广告营销也变得越来越复杂,加之我国餐饮广告中存在的一些问题：诸如一些餐饮广告主题不突出、餐饮广告的受众不够准确、餐饮广告的效果很难监测等,使得这种情形不容乐观。在面对目前激烈的竞争环境下,餐饮广告营销如果想提高餐饮广告的效果,必须注重广告内容以及广告营销模式的建设,找出自身在广告营销领域中的地位,进行广告营销的同时,既要考虑到广告主的要求,也要从目标受众的视角出发,从而将餐饮广告营销的内容、形式以及效果做到最优。在政治法律环境方面,由于我国行业监督管理机制不断地进行调整和完善,一些国家宏观政策的指导、监督,使得我国餐饮行业按照稳定的发展轨道运作。在经济环境方面,全球经济的不断发展,使得科技不断地进步,我国餐饮服务业在其背景的影响下,进行了一定程度的发展,市场规模也在不断地发生着变化,而且由于劳动力资源比较丰富,使得餐饮服务人员资源比较丰富,餐饮市场潜力巨大。在社会文化环境方面,一些多样化需求现象的不断涌现,以及文化产业的不断冲击,使得餐饮业的广告营销也在向多元化迈进。加之,我国与其他国家的交流与合作不断频繁,使得我国餐饮业广告营销的内容和风格,也在不断地向国际上接轨。在技术方面,由于我国电子产业以及信息产业的不断发展,各项媒体处理技术也在不断地提高。我国餐饮行业的环境,其市场拥有很大的潜在消费者,因此,该行业具有很大的市场发展空间。但是,由于竞争较为激烈,消费者的多样化需求使得餐饮行业的竞争业态出现多样化、连锁化,广告营销的重点从单纯的强调餐饮质量,到现在的提倡餐饮文化,加之,中国文化的博大精神,具有明显的区域性,因此,餐饮业在进行广告营销时比较复杂,必须找到不同区域的消费特点,从而在广告营销上突出其餐饮特色。在餐饮原料等供应方面,由于我国的资源比较丰富,交通条件还算比较便利,因此,可以保障其供货的来源。行业的竞争者越来越多,从区域发展到全国,进而有发展到国际,一些诸如肯德基、必胜客等外资企业的进驻,更加剧了餐饮行业的竞争程度。随着各方面的发展,一些集团化、规模化的餐饮企业已经逐步地形成,诸如快餐类的肯德基、麦当劳、蒸功夫等,都逐步地通过适合本企业的广告营销策划方案,进行着宣传和经营。相对于以前的餐饮广告特点,目前的餐饮广告营销在其实时性、可维护性以及广告内容、广告创意方面都有了很大程度的提高,总体的行业竞争对手的实力也在稳步增强。鉴于此,本研究以广告市场理论以及广告营销理论为基础,通过对我国餐饮广告行业的宏观环境、行业环境,以及我国餐饮广告存在的优势与劣势等方面进行分析,并结合成功餐饮企业在其广告营销过程中的一些经验,指出我国餐饮广告营销在今后市场竞争中的发展方向。进行餐饮广告营销时,应该明确餐饮广告的受众群体、突出餐饮广告的主题、优选餐饮广告的诉求、提炼餐饮广告的口号,并应做好餐饮广告的活动预算、注重餐饮广告的代言以及整合餐饮广告的形式并做好相关的评估工作,在整个餐饮广告过程中应该注重整合广告营销的应用,以提高餐饮广告的效果,从而改善现有的餐饮广告营销状态。
[Abstract]:With the continuous improvement of people's consumption level and the continuous improvement of the consumption concept, China is faced with a certain market prospect and a certain challenge in the marketing field of catering advertising. In the fierce market competition, the marketing of catering advertising is becoming more and more complex, and some of the food advertisements in our country exist. Problems: such as some catering advertising theme is not outstanding, the audience of catering advertising is not accurate enough, the effect of catering advertising is difficult to monitor and so on, making this situation not optimistic.
In the face of the present fierce competition environment, if the catering advertising marketing wants to improve the effect of the catering advertising, we must pay attention to the construction of advertising content and advertising marketing mode, find out its position in the field of advertising marketing, and carry out advertising marketing, both to take into account the requirements of the advertisers, and to start from the perspective of the target audience. Thus the content, form and effect of catering advertising marketing can be optimized.
In the political and legal environment, because of the continuous adjustment and improvement of China's industry supervision and management mechanism, the guidance and supervision of some countries' macro policies make our catering industry operate on a stable track of development. In the economic environment, the continuous development of the global economy makes the continuous progress of science and technology, and the catering service industry in China is in it Under the influence of the background, a certain degree of development, the market scale is constantly changing, and because of the abundant labor resources, the rich resources of the catering service personnel, the great potential of the catering market. In the social and cultural environment, a number of diversified demand phenomena are constantly emerging, as well as the continuous cultural industry. In addition, the communication and cooperation between our country and other countries are frequent, which makes the content and style of advertising marketing in our catering industry continue to be in line with the world. In technology, because of the continuous development of China's electronic industry and the information industry, various media treatment Technology is constantly improving.
China's catering industry has a lot of potential consumers in the market environment. Therefore, the industry has a lot of space for market development. However, because of the fierce competition, the diversified demand of consumers makes the competition format of the catering industry diversify, chain and inform marketing from the simple emphasis on the quality of food and beverage to the present. In addition, in addition, the broad spirit of Chinese culture has obvious regional nature. Therefore, the catering industry is more complex in advertising marketing. It is necessary to find the characteristics of the consumption in different regions, so as to highlight its catering characteristics. In the supply of food and beverage materials, the resources of our country are rich and the traffic conditions are relatively rich. It is relatively convenient, so it can guarantee the source of its supply. More and more competitors from the industry, from the region to the whole country, and then to the international, some foreign enterprises such as Kentucky, Pizza Hut and other foreign enterprises, more play the competition degree of the catering industry.
With the development of various aspects, some group, large-scale catering enterprises have gradually formed, such as fast food KFC, McDonald's, steaming Kung Fu and so on, are gradually propagandizing and operating through the advertising marketing plan suitable for the enterprise. Time, maintainability and advertising content, advertising creativity have been greatly improved, the overall strength of the industry's competitors are steadily increasing.
In view of this, this study, based on the advertising market theory and advertising marketing theory, analyzes the advantages and disadvantages of our catering advertising industry, including the macro environment, the industry environment, and the existence of China's catering advertising, and points out the wide range of food and beverage industry in China. When catering advertising marketing, we should clear the audience group of the catering advertising, highlight the theme of the catering advertising, optimize the appeal of the catering advertising, extract the slogan of the catering advertising, and do a good job budget of the catering advertising, pay attention to the endorsement of the catering advertising and integrate the form of the catering advertising. In the whole process of catering advertising, we should pay more attention to the application of advertising marketing in order to improve the effect of catering advertising so as to improve the existing marketing status of catering advertising.
【学位授予单位】：内蒙古师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F713.8;F719.3

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