sense of participation

1. Market "Investigator" marketers must know how to plan and formulate the company's market strategy and tactics, and be responsible for promoting its implementation, market competitor survey and market survey, and provide market feedback in time. They are more like "investigators" who go deep into the market. Based on effective market research, they fully understand the needs of users, analyze and summarize them, and provide first-hand information for market strategic positioning and decision-making, product planning, marketing and promotion of catering enterprises. At present, with the support of Internet technology and big data, from the collection and analysis of user information to the observation of industry competitors, all of them are digital, which makes the market research of catering marketing more efficient and accurate. 2. Booster of catering sales "business sales" is an important responsibility that almost every marketer can't get rid of. In the definition of marketing, the marketing we elaborate is a kind of "buying and selling behavior" that sells dishes and services to consumers with maximum efficiency. Without this transformation, all marketing activities are pseudo-marketing. As a marketing manager, we should not only go deep into the front line of business as a "super salesman", but also learn to form a management team to improve the professionalism and business skills of marketers through their own professionalism. At the same time, in the whole marketing system, we should know how to allocate resources in multiple channels and dimensions, not just for "sales", but also pay attention to the cultivation of "sales art", and shape the marketing power of restaurant enterprises from multiple dimensions such as products, users, brands, contents and channels, so as to realize marketing transformation more efficiently. 3. Preservatives for Catering Brands Whether it is a multinational chain restaurant like KFC and McDonald's or a local newcomer like Xiaolongkan and Xicha, their marketers are well aware of the importance of brand "preservation" and know how to "brush the sense of existence" in front of consumers through various marketing methods, such as cross-border, public welfare activities, storytelling and hunger marketing, so as to narrow the distance between brands and young consumers and avoid brands. It can be seen that catering marketers must have excellent marketing planning ability, communicate with consumers through continuous marketing means, create brand freshness, and continuously collect feedback information from the market and users, so as to provide a basis for product and service innovation of catering enterprises. The marketing department should stand at the forefront of the industry trend, with the help of all kinds of content that consumers like, go deep into the hearts of consumers and seize the preset position of brands. 4. Conveyor of brand cultural value Marketing should not only focus on the output of marketing activities, but also pay attention to the implantation of brand cultural symbols in the marketing system. On the one hand, restaurants should explore unique brand value and culture based on market, consumers and self-analysis, and make concrete performance through brand vision, code of conduct and terminal marketing. On the other hand, in all kinds of marketing activities of restaurants, brand values should be fully followed, brand culture should be continuously transmitted, and differentiated brand image should be created. Brand culture is the core part of shaping the differentiation of catering brands, and marketing happens to be the closest and most frequent communication between catering enterprises and users. For example, the annual "Kissing Discount Festival" in Xibei Youmian Village integrates the brand culture of "love" into the festival, and constantly conveys the brand culture of Xibei "love" and strengthens brand symbols through special dishes, kissing discounts and other activities. 5. Communication channels between enterprises and users Today, why are more and more users willing to participate in the marketing activities of businesses and spontaneously "create content" for businesses to spread for free, but this phenomenon was rare in the past? One of the core reasons is that most businesses have learned to cater to the "sense of participation" advocated by young consumers in the post-91 s and post-11 s values, so as to meet their demands of being willing to express, eager to identify and brush their sense of existence. In the era of everyone from the media, new media such as dual micro-platforms, short video platforms and today's headlines have emerged, making everyone a vocal media. The main battlefield of new catering marketing has also shifted to new media, which virtually builds a communication bridge between catering enterprises and customers. At this time, the value of marketing is not only reflected in KPI data such as sales performance and brand exposure, but also in improving satisfaction through communication with customers, deepening brand impression and brand identity, and making reference for restaurant management decision through real-time feedback from users. In addition, the responsibilities of marketing include "data growth and maintenance of member users, brand value shaping and management, and establishment of marketing organization system". Changes in the market environment and consumption habits have given different emphasis to marketing responsibilities in different periods, which has also promoted the status of marketing from "dispensable" 21 years ago to irreplaceable today. In short, marketing is a multi-dimensional system involving users, sales, brands, organizations and management, and its ultimate goal is to enhance the premium ability of brands and make products and services reach consumers with higher efficiency. An excellent catering marketer must know how to define the marketing function scope of an enterprise according to the development needs of different enterprises and different stages, and can continuously optimize the marketing system and maximize the marketing value with the development of the enterprise.