基于消费者偏好的企业营销模式创新--以中国餐饮行业为例

发布时间：2019-06-12 03:19

【摘要】：本篇文章基于互联网时代经济发展和企业营销模式转变的背景,研究企业营销创新对消费者偏好的影响。首先,在过往研究的基础上,通过对营销模式核心要素的探讨,全面地讨论了中国餐饮企业文化营销的现状及存在问题,构建了消费者偏好模型;其次,探讨了以智能优化营销策略吸引潜在消费者、提高消费者满意度的方法;然后,基于对中国餐饮业营销现状和营销实施策略的分析,以餐饮业为代表,阐述了企业营销创新对消费者偏好的影响;最后,本文结合当今互联网思维下的营销创新途径,构建了基于消费者偏好的网络营销模型和混合渠道模型,设计了企业集群共生模型的营销创新形式。
[Abstract]:Based on the background of economic development and the transformation of enterprise marketing mode in the Internet era, this paper studies the influence of enterprise marketing innovation on consumer preference. First of all, on the basis of previous research, through the discussion of the core elements of the marketing model, this paper comprehensively discusses the present situation and existing problems of the cultural marketing of Chinese catering enterprises, and constructs the consumer preference model. Secondly, it discusses the methods of attracting potential consumers and improving consumer satisfaction with intelligent optimization marketing strategy. Then, based on the analysis of the current marketing situation and marketing implementation strategy of Chinese catering industry, this paper expounds the influence of enterprise marketing innovation on consumer preference, taking the catering industry as the representative. Finally, combined with the marketing innovation approach under the Internet thinking, this paper constructs the network marketing model and mixed channel model based on consumer preference, and designs the marketing innovation form of enterprise cluster symbiosis model.
【作者单位】：法国尼斯大学;
【分类号】：F274;F719.3

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