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| 个体网红餐厅营销策略研究 摘要 随着互联网水平的不断提高以及社交媒体范围的不断扩大，许多网红产业借着这一信息优势开启了迅速发展的道路。而在主流餐饮行业的增速呈逐渐下降的趋势下，为了在新时代经济潮流中不断发展下去，越来越多的餐厅开始寻求新的经营战略，由此诞生出了一批“网红餐厅”。这类餐厅主要依靠网红来进行营销，从而吸引大量客户来到店内消费，由此获得客流量并取得利益，而这种餐厅却往往没有传统餐厅那么好的营销策略，所以在经营方面并没有较大的优势。 本文以位于珠海的颓记茶餐厅作为研究调查对象，对其所存在的营销问题进行了分析与探讨。首先本文对研究的背景、目的以及研究意义开展了论述，并对研究的内容与方法进行确定。此外本文还界定了关于“网红餐厅”的概念，从而为之后进行论述提供了坚实的基础。在分析时，本文主要采取的是SWOT分析法，对该餐厅在营销上所具备的优势、机会以及所面临的劣势、威胁进行探讨，并针对存在的问题提出了相应的解决方案。本文从产品、定价、促销以及渠道这四个角度入手提供相关的改进措施，希望能够通过这些建议，帮助现有的以及未来的网红餐厅得到更好的发展。 【关键词】网红餐厅 营销策略 区域市场 Reserarch on maketing strategy of Zhuhai internet celebrity restaurant 【Abstract】With the continuous improvement of the Internet level and the continuous expansion of the scope of social media, many Internet celebrity industries have opened a path of rapid development by taking advantage of this information advantage. While the growth rate of the mainstream catering industry is showing a gradual decline, in order to continue to develop in the economic trend of the new era, more and more restaurants have begun to seek new business strategies, and a number of "net celebrity restaurants" have been born. ". This type of restaurant mainly relies on Internet celebrities for marketing, so as to attract a large number of customers to the store to consume, thereby gaining customer flow and gaining benefits. However, this type of restaurant is often not as good as a traditional restaurant. There is no major advantage. This article takes the Suanji Tea Restaurant in Zhuhai as the research object, and analyzes and discusses its existing marketing problems. First, this article discusses the background, purpose and significance of the research, and determines the content and methods of the research. In addition, this article also defines the concept of "net celebrity restaurant", which provides a solid foundation for subsequent discussions. In the analysis, this article mainly adopts the SWOT analysis method to discuss the advantages, opportunities, disadvantages and threats that the restaurant has in marketing, and proposes corresponding solutions to the existing problems. This article provides related improvement measures from the four perspectives of product, pricing, promotion, and channels. It is hoped that through these suggestions, the existing and future Internet celebrity restaurants can be better developed. 【Keywords】Internat celebrity restaurant; Maketing stragegy;Regional market 目录 摘要I AbstractII 一、 前言1 1.1研究背景1 1.2 研究目的和意义2 1.3 研究内容和方法2 二、 相关概念界定4 2.1 网红餐厅的概念4 2.2 餐厅网络营销的概念5 三、个体颓记茶餐厅营销现状分析6 3.1 个体颓记茶餐厅简介6 3.2 个体颓记茶餐厅的营销现状分析6 四、个体颓记茶餐厅营销策略存在问题12 4.1 个体颓记茶餐厅问卷的设计12 4.2 个体颓记茶餐厅问卷结果统计及分析12 4.3 个体颓记茶餐厅营销策略问题分析18 五、 个体颓记茶餐厅营销策略建议21 5.1 产品策略建议21 5.2 定价策略建议21 5.3 渠道策略建议22 5.4 促销策略建议23 六、 结论24 参考文献25 |
