广众餐饮有限公司面对互联网订餐平台的营销策略研究

发布时间：2018-02-27 09:46

本文关键词： 互联网订餐平台营销策略经营理念　出处：《哈尔滨工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,互联网订餐平台在中国呈现爆发式增长,对最传统的餐饮行业产生了巨大影响。一方面,互联网订餐平台对广众餐饮有限公司等餐饮企业产生了巨大的冲击,互联网订餐平台背靠资本巨头,资金雄厚,为了抢占市场进行不计成本的促销活动,严重搅乱了餐饮市场既有秩序,改变了部分消费者的消费习惯,也使餐饮企业增加了销售费用。另一方面,互联网订餐平台为广众餐饮有限公司等餐饮企业带来了巨大的机遇,互联网订餐平台的交互性、海量信息、时效性等特点,为餐饮企业提供了更好的品牌维护、客户沟通、促销活动的平台。所以,面对互联网订餐平台营销策略的成功与失败将决定广众餐饮有限公司等一大批小型餐饮企业的生存与消亡。本篇论文以广众餐饮有限公司作为研究对象,介绍了广众餐饮有限公司的企业概况、经营管理者及其营销理念、企业产品情况、产品的价格情况、营销渠道、促销情况、消费者的情况,互联网订餐平台的起源、在中国的发展、对中国餐饮企业所带来的影响。以4C理论、4P理论、客户价值理论作为理论基础,展现了互联网订餐平台的发展过程及其对餐饮企业带来的冲击和提供的机遇。从经营管理者的理念与经营思路层面、公司的主要产品方面、价格与成本方面、渠道与配送方面、品牌与促销等方面提出了广众餐饮有限公司所存在的主要问题,并深入分析了产生问题的原因。基于公司所面临的问题、互联网订餐平台发展趋势及客户要求的提高,提出了以营销理念转变为核心的一套营销策略。
[Abstract]:In recent years, Internet food booking platforms have shown explosive growth in China, which has had a tremendous impact on the most traditional catering industry. On the one hand, Internet food booking platforms have had a tremendous impact on catering enterprises such as Guangzhong Catering Co., Ltd. The Internet platform for ordering meals is backed by capital giants and has a strong fund. In order to seize the market and carry out cost-free promotional activities, it has seriously disturbed the established order of the catering market and changed the consumption habits of some consumers. On the other hand, the Internet food booking platform has brought great opportunities for catering enterprises, such as Guangzhong Catering Co., Ltd., and the interactivity, mass information, timeliness and other characteristics of the Internet food booking platform. For catering enterprises to provide a better brand maintenance, customer communication, promotional activities platform. In the face of the success and failure of the marketing strategy of Internet food ordering platform, the survival and extinction of a large number of small catering enterprises, such as Guangzhong Catering Co., Ltd., will be decided. This paper takes Guangzhong Catering Co., Ltd as the research object. This paper introduces the general situation of Guangzhong Food & Beverage Co., Ltd., its managers and their marketing concepts, their products, price, marketing channels, sales promotion, consumers' situation, and the origin of the Internet platform for ordering meals. The influence of the development in China on Chinese catering enterprises. Based on 4C theory 4P theory, customer value theory as the theoretical basis, It shows the development process of Internet food ordering platform and the impact and opportunity it brings to catering enterprises. From the view of management and management idea, the main products of the company, the price and cost, the channel and distribution, In the aspects of brand and promotion, this paper puts forward the main problems existing in Guangzhong Catering Co., Ltd., and analyzes the causes of the problems. Based on the problems faced by the company, the development trend of Internet food ordering platform and the improvement of customer requirements, This paper puts forward a set of marketing strategy with the transformation of marketing idea as the core.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.3;F724.6;F274

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