Compared with the popular restaurant, the theme of the restaurant's advantage is to emphasize the difference - standardization based on the differentiation, that is, the restaurant in the fierce competition, through the shaping of a distinctive image, so that their own products and services are differentiated from competitors, better than the competitors, and then make the customer prefer their own products and services. This difference, as far as the restaurant is concerned, is comprehensive, including not only tangible differences but also intangible differences, including not only the difference in material properties, but also the difference in the sales environment.

Theme restaurants blossomed in the streets, causing a large number of people of all ages to pursue, but the theme of the restaurant's hot scene is to come fast to go fast. What exactly is the reason for the theme restaurant before and after such a big contrast? Theme restaurant marketing and how to do it?

In the theme restaurant, any form or way of marketing strategy, should be to fight for customers as the main demand. The author believes that, according to the theme of the restaurant marketing focus not between its marketing activities can be divided into three levels: the theme of product marketing, themed brand marketing, themed cultural camping. Theme product refers to the restaurant around the established theme design and provide, to meet the needs of people's physical products and intangible services in general. It includes three levels, namely, the core part (physical products and services), the shape of the part (style, features, quality and reputation) and the extension part (preferential terms, sales methods, payment terms, etc.). The focus of themed product marketing is to achieve themed product differentiation as the center, through the improvement of the original themed products, the development of new themed products or themed product value extension and other marketing means as much as possible to sell more products in order to obtain higher sales or profits. Therefore, it is vital to achieve product differentiation.

The so-called product differentiation is the restaurant by virtue of its own management advantages, service advantages and technological advantages, design and production in function, quality, price, appearance, service mode superior to similar products in the market. It emphasizes that the restaurant must be based on the theme design and provide guests with distinctive products or services, to create unique value for guests. Theme restaurants implement product differentiation strategy, including product quality differentiation, product function differentiation, product appearance differentiation, service content differentiation, service process differentiation, service environment differentiation. Theme brand marketing focuses on the theme of the product as the carrier of the restaurant brand, which no longer only focus on product sales, but focus on the establishment and development of the theme brand. Theme branding helps to establish customer preferences, improve the restaurant's market control and market penetration of new products, a y rooted brand not only means a fixed and continuous purchase, but also means higher nuisance prices and profits.

From the level of competition, theme brand marketing has risen to the competition of brand, which is a higher level of competition, it shows the further expansion and maintenance of customer interests. At this stage, theme restaurants should carry out theme brand image planning.

Brand image planning long refers to the long-term development of the brand stage planning and management, can be divided into brand awareness management planning and brand reputation management planning. In the early stage of brand establishment, the theme restaurant should focus on brand awareness management planning, that is, in the product characteristics, service process, service forms, service details, choice of clothing, activities, organization and planning of the distinctive theme of the brand as the main line, and at the same time relying on the mass media power emblems - such as extraordinary promotions to create a cure, a comprehensive advertisement and the closest target customer's geographic location so that the potential customers understand and remember their identity. potential customers to understand and remember their own logo and specialty products. For example, the Atlantic theme hotel operated by the Sun International Resort Company, specially hired 30 experts to meet the guests' inquiries about the mysterious Atlantic Ocean at any time, and at the same time set up a number of thrilling and novel entertainment projects, away from the education in the fun, so that the guests in the entertainment of the Atlantic brand identity, and thus the success of the creation of the Atlantic theme brand. After obtaining high visibility, the restaurant should turn its energy to the next planning stage - brand reputation planning, that is, through interpersonal communication means, such as word-of-mouth and personnel promotions to enable customers to form a good point of view or impression of the brand. Therefore, the restaurant should be strictly disciplined internally, strengthen the quality of crab management, and constantly create favorable reputation; externally, the mass media and interpersonal communication should be used in a two-pronged manner to speed up the expansion of word of mouth. Theme culture is to guide consumers to buy the deep level of behavior, which consciously or unconsciously influence people in the restaurant consumption behavior and content. Theme culture to theme products as a carrier, and through etiquette, systems, behavior, consumption procedures, formed by the color and sound of the cultural atmosphere and other ways of expression, therefore, the theme culture is a complex multi-level complex. As a higher level of theme marketing, the focus of theme culture marketing is no longer a specific product or a brand, but the culture contained in the theme. Its fundamental purpose is to understand a certain culture on the basis of the impact of customer consumption behavior, through carefully designed theme products and appropriate theme promotional activities to meet people's inner desires and needs, so that customers and restaurant operators to achieve a kind of heart L **** Ming, customers in the process of consumption is not only a material gain, but also a kind of cultural exchanges and spiritual pleasure.

Theme restaurant is not just a place to provide food and beverage consumption, but also is rich in cultural connotations of the business point of sale, rich in thematic cultural characteristics.

Theme culture marketing is facing the core issue of how the restaurant and the customer to achieve cultural harmony into the hearts of customers, which is actually a cultural affinity. Restaurants can be roughly through the following three ways to improve cultural affinity:

(1) the theme of cultural connotation of the depth of excavation. Theme itself is a culture, the choice of a theme, is to choose to operate a certain culture. The implementation of cultural marketing strategy requires that this culture is not only embodied in the cozy drink products or services itself, should be embodied in the whole process of the restaurant value chain. Therefore, the restaurant should be based on the realization of product differentiation, focusing on deeper cultural connotation of the cultivation of scientific and artistic excavation of culture, design culture, market research and forecasting, market positioning, product development, pricing, channel selection, promotion, service provision and other processes are active cultural penetration to improve the cultural content, culture as a medium for the construction of the restaurant and the customers and the public between the new Interests **** the same body relationship.

(2) theme brand culture momentum. Persuaded to shape the theme of the brand on the basis of the restaurant must also be good at borrowing the power of culture penetration momentum, such as through the public welfare, public service announcements, and actively involved in environmental and ecological protection, the development of green products, green services and other measures to set up a good social image, with the infectious force of the culture and the affinity of the noble culture to gain the public's trust, and then gain recognition.

(3) Internal marketing culture innovation. Culture is dependent on the service activities of restaurant staff to extradite and spread, in this sense, the staff is one of the important carriers of the theme culture. Therefore, the restaurant only do a good job for the internal staff services, the use of cultural power

influence and sensitization of employees, the establishment of full cultural marketing awareness, in order to provide a reliable backing for the restaurant to effectively develop the external market. Theme restaurant is the product of the times, as, a new type of catering business, theme restaurants in the future will be further developed. But there is no doubt that the distinctive thematic features and strong cultural connotation will be the theme of the eternal pursuit of the restaurant, the theme of the restaurant should be rational use of thematic product marketing, thematic brand marketing and thematic cultural marketing marketing strategy, to create the conditions for survival and development of the advantages.