[ Abstract] Mobile e-commerce is a new thing that combines mobile communication technology and e-commerce, and it is a main trend of e-commerce development. This paper mainly discusses how to apply mobile commerce to modern catering industry, which permeates the basic concept of direct selling, in order to improve the management and profit model of modern catering industry and obtain more profits.

[ Keywords] Multiplication principle of mobile commerce and catering industry

The ancients said that "food is the sky for the people", which fully shows that diet is the foundation of human survival, and no matter how advanced human society is in the future, the status of "food is the sky" is still unchangeable. However, while the status remains unchanged, with the continuous development and progress of society, the birth of various new tastes, new technologies and new products has affected the change of "food" one after another. People want to eat well from the past to the present and eat healthily in the future.

first, the status quo of catering industry

with the rapid development of China's national economy, the income level of residents is getting higher and higher, the demand for catering consumption is growing, and the turnover has maintained a strong growth momentum. According to statistics, in the past five years, China's catering industry has grown at a rate of about 1.8% every year, which is twice the growth rate of GDP. It can be said that the whole catering market is developing well. However, "fierce competition and difficult business" has also become an "epidemic" of the catering industry. Operators' marketing concepts are relatively old, and they still simply rely on their own subjectivity to judge consumers' needs, which cannot adapt to the rapid changes in consumers' tastes and consumption habits. And consumers can only choose meals provided by catering operators, but not according to their own preferences. The news in the catering industry is also very closed, lacking the necessary communication. Therefore, adopting new technology to carry out marketing is of great significance to broaden the traditional catering business model and management model and improve the competitiveness of enterprises.

second, mobile commerce

mobile commerce relies on mobile networks for data transmission and uses mobile terminals to realize commercial transactions. On the basis of the Internet, it extends its tentacles beyond the wired network and directly touches the people involved in the transaction, realizing the close combination of business activities and individual activities, greatly accelerating the speed of business transactions, reducing transaction costs, improving the accuracy of information inquiry, and creating a new model for business activities of enterprises. It is the product of a group of technology integration and development, and it is also a brand-new business model. When these technologies and its business model contained in mobile commerce are combined with the catering industry, it can make the catering industry update its management mode, expand its mass market, build all its "soft and hard" facilities, and make the catering industry more scientific, intensive and socialized.

Third, the application of mobile commerce in the catering industry

1. Build enterprise websites and enrich corporate publicity channels

(1) Build enterprise websites. The 21th century is called the information age, and it has been considered as a very important way of publicity to set up one's own enterprise site on the Internet, especially for enterprises in the catering industry. Especially for some tourists who travel abroad, when they come to a strange city, they often want to taste some local food, and they often get this information through the Internet, so it is imperative to build their own corporate websites on the Internet to promote themselves. When an enterprise builds its own website on the Internet, customers can get the information of catering enterprises through computers or handheld devices through wired or wireless networks.

(2) build a short message service platform. At present, the demand for mobile information in marketing promotion of catering enterprises in China is very urgent. Most enterprises hope to see the actual promotion effect in a short time and enhance the popularity in the store. Therefore, it is a breakthrough for catering industry to let enterprises start with the simplest application, so that they can feel the actual benefits that mobile applications can bring to themselves, and accept mobile information products in the experience. The construction of short message service platform has a significant effect on the precise marketing of catering enterprises. In catering enterprises, the value-added services of specific short messages can be sent to specific user groups at specific times through their own short message service platform. For enterprises, the establishment of their own SMS service platform has the advantages of "personalization", that is, quick effect, flexible application, strong pertinence, accurate direct access, targeting target groups, sending time and place, free customization, accurate delivery and effective advertising information delivery. In addition, the SMS service platform can also create a new way of customer relationship management, which is helpful for enterprise management, for example, SMS live interaction, SMS lottery, SMS questionnaire survey, SMS complaint suggestion, customer integral statistics, customer visit statistics and so on.

2. Build a customer information base and strengthen the management of customers

There is a famous saying in shopping malls that "mastering customers means mastering the market, and approaching customers means approaching success". From this sentence, we can see the importance of customers to enterprises. For enterprises in the catering industry, if they can attract new customers and seize old customers, then this enterprise will last forever. So how can we do this? In addition to the basic services of delicious food and thoughtful service, catering enterprises should also strengthen the management and care for customers. To manage customers, it is necessary to establish a customer information base, and an information table should be established for each customer in the information base, which should record the customer code (uniquely identifying each customer), name, birthday, contact information, points, membership level, time of each meal, dining table number, and ordering catalogue. This information will help to manage customers in the future. For example, you can send the latest developments of enterprises, such as the listing and discount information of new dishes, to customers through SMS service platform according to the phone numbers left by customers in the information base. Or send blessing information to customers on special days such as birthdays and important festivals. Through these measures, we can strengthen our care for customers and increase their loyalty. 3. Introducing new marketing concepts to motivate customers

At present, the catering industry generally only stays in issuing VIP cards to attract customers' long-term consumption, but lacks the introduction of new marketing concepts, which seriously hinders the development speed of catering enterprises. Catering enterprises can introduce membership system and direct selling concept in marketing. The membership system is to strictly divide customers who consume in catering enterprises into several grades according to regulations, and each grade enjoys different preferential measures. The purpose of establishing membership system is to encourage customers in line with the concept of direct selling.

the basic principle of the direct selling concept is the geometric multiplication principle, which is simply a process from 1 to 2, 2 to 4, …, n to 2n. The principle of geometric multiplication mainly includes these aspects: market multiplication, time multiplication and benefit multiplication. Market multiplication refers to changing the role of customers from a simple "consumer" to a "consumer+propagandist", attracting new customers to change 1 to 1+1 through customer promotion, and then realizing customer multiplication in turn. Time multiplication means that direct selling can double the time, but not increase it, but reduce the time and complete a considerable amount of work, which is a kind of reverse multiplication. Benefit multiplication is multiplied by market multiplication. For catering enterprises, the more customers there are, the more seats are in short supply, so the benefit multiplication can be realized.

The method of integrating the concept of direct selling, membership system and mobile business model into one and applying it to the marketing of catering enterprises is to attract new customers for the hotel by forwarding short messages from customers, so as to double the number of dining customers. The specific operation method is: every time a catering enterprise sends a short message to a customer, a code that uniquely identifies the customer is added in front of the content of the short message. If the customer sends this short message with a unique identification code to his relatives and friends, and the relatives and friends come to the catering enterprise to have a meal through this short message, and present this short message after the meal, then these dining customers can enjoy certain preferential treatment, and the customers who forward this short message can get corresponding points, and when the points reach a certain value, they can become higher-level members and enjoy more preferential treatment. In this way, these customers who have eaten can be encouraged to promote their enthusiasm to other customers. It also attracts more customers for catering enterprises.

4. Introduce new technology and equipment to provide value-added services for customers

(1) Order food wirelessly. As mentioned in the previous article, catering enterprises need to establish websites in order to meet the mutual information between customers and themselves, and catering enterprise websites can not only be used as a channel for customers to understand enterprise information, but also enable customers to order food with handheld devices. Catering enterprises can set up a secondary page named online menu under their home pages. When ordering food, customers can log on to the home pages of catering enterprises through wireless networks through handheld devices such as mobile phones, and browse the specific information of restaurant dishes, such as raw materials, tastes, prices and pictures, under the online menu page of the home pages of enterprises. In this way, every customer can log on to the home page of the enterprise through the mobile phone to learn the detailed information of the menu without providing a paper menu for every customer. At the same time, customers can also learn some other related information of the hotel during the process of visiting the home page of the enterprise, which can leave a deeper impression on customers.

(2) mobile payment. When customers spend money in catering enterprises, they can pay through handheld devices such as mobile phones without carrying cash or credit cards with them. Customers can log in to online banking through handheld devices after eating in catering enterprises, and transfer the amount spent in catering enterprises to the accounts of catering enterprises through online banking. After waiting for the confirmation of catering enterprises, the mobile payment is completed.

5. Strengthen the cultivation of mobile commerce talents in the catering industry

Without modern management personnel, there would be no modern catering industry, and talents have always been the bottleneck restricting the development of mobile commerce in the catering industry. Therefore, it is necessary to strengthen the cultivation and introduction of talents in this field, and make adjustments to related majors in some professional schools, so that people who know information technology can understand catering, people who know catering can understand mobile commerce, and compound talents can adapt to the trend of market development.

IV. Conclusion

The discussion on the application of mobile commerce in modern catering industry in this paper mainly focuses on enterprise publicity and customer management, but the application of mobile commerce is not limited to this, and we need to continue our research and exploration. I believe that the development and application prospects of mobile commerce are limitless.

References:

[1] Wang Rulin et al. Theory and Practice of Mobile Commerce. Tsinghua University Publishing House, 2117

[2] Zhou Haiqiong. Application of E-commerce in Catering Industry. Education Frontier, 2116.2.