互联网时代下宽味儿餐厅营销策略研究

发布时间：2018-06-30 02:32

本文选题：“互联网+” + 互联网思维　；参考：《河北大学》2017年硕士论文

【摘要】：在互联网技术,设备,思维理念等强有力的支持下,人类世界进入一个崭新的时代,互联网时代。各行各业包括餐饮业都在互联网时代这个大背景下重新定位、转型。在中央限制三公消费后,中国餐饮市场挤掉了高端消费的泡沫,开始回归大众消费、理性消费。宽味儿餐厅是保定东部一家中等规模中餐厅。和其他餐饮企业一样,也面临人力、房租、材料的价格上涨压力。宽味儿餐厅的营销水平较低,研究互联网时代下宽味儿餐厅的营销策略具有现实意义。能够增强宽味儿餐厅的营销水平和盈利能力。本文的研究方法主要有,文献调查法和案例研究法等。本文旨在研究在互联网时代的大背景下,通过发现宽味儿餐厅营销管理的问题,利用7P理论对宽味儿餐厅营销进行分析并提出建议。宽味儿餐厅必须改变思维,积极拥抱互联网,利用互联思维和工具进行营销提升。宽味儿餐厅必须采取重视社群的作用、挖掘爆品、有意思的促销方式代替降价促销、注重客户参与和体验营销等策略来提升宽味儿餐厅整体的营销水平,进而提升品牌知名度。
[Abstract]:With the strong support of Internet technology, equipment and thinking concept, the human world has entered a new era, the Internet era. All kinds of industries, including the catering industry, have been repositioned and transformed under the background of the Internet era. After the central government restricted the three public consumption, the Chinese catering market squeezed out the bubble of high-end consumption and began to return to mass consumption and rational consumption. A medium-sized Chinese restaurant in the east of Baoding. Like other catering companies, they also face upward pressure on the prices of manpower, rent and materials. The marketing level of wide taste restaurant is low, so it is of practical significance to study the marketing strategy of wide taste restaurant in the internet age. Can enhance the wide taste restaurant marketing level and profitability. The main research methods of this paper are literature investigation and case study. The purpose of this paper is to study the marketing management of the restaurant with wide taste under the background of the Internet era, and analyze the marketing of the restaurant with 7p theory and put forward some suggestions. Wide-tasting restaurants must change their thinking, embrace the Internet actively, and use connected thinking and tools to promote marketing. In order to improve the overall marketing level of the restaurant, it is necessary for the restaurant to pay attention to the role of community, to explore the exploits, to replace the price reduction promotion, to pay attention to customer participation and experience marketing, and to enhance the brand popularity.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F719.3

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