"Food is the most important thing for the people". Because of the low entry threshold, the catering industry has always been a booming industry. With the development of China's social economy, more and more people are engaged in the catering industry. According to statistics, there are more than 3 million restaurants in cities and towns in China, and the total sales in 2119 reached 319.96 billion. However, only 41% of the enterprises in the catering industry are profitable, 31% are able to protect their capital, and the remaining 31% are losing money.

The fierce competition in the catering industry and the low proportion of profitable enterprises are mainly due to the high intermediate cost of the supply chain procurement system and the backward marketing methods of catering enterprises. First of all, the intermediate cost of supply chain procurement system is high. Generally, small and medium-sized catering enterprises rely entirely on middlemen when purchasing, and there is a problem of kickbacks from buyers. The price gap between raw materials from the place of origin and restaurants is almost 3-8 times. Since 11, 2113, the price of agricultural products in China has risen sharply, and the cost of catering enterprises has become higher and higher. However, due to the large number of restaurants and fierce competition, enterprises dare not raise prices at will. This makes the average profit of the catering industry lower and lower, and some restaurants do not make money although their business is very good; There is a phenomenon of frequent transfer of restaurants. When the competitiveness of modern enterprises constantly emphasizes the management of supply chain logistics, the catering industry, an ancient industry, needs to work hard on the innovation of supply chain procurement, thus reducing the intermediate cost, and developing e-commerce is a good way to solve this problem.

Secondly, the marketing concept of China's catering industry is still very old, and the operators' understanding of consumers' needs is still very insufficient. Therefore, operators only guess what consumers need by feeling, and consumers change their food very quickly. At the same time, consumers are also in a very passive position, and they can only choose what they eat on the basis of what restaurants do. At the same time, the information between restaurants is very closed, and there is very little communication between restaurant operators about information, management experience, recruitment of chefs and waiters, and restaurant sales. Therefore, it is of great significance to develop online marketing to broaden the traditional mode of operation and improve competitiveness.

first, the characteristics of catering industry suitable for developing e-commerce

The catering industry gives people the impression that it is an old industry, while e-commerce is a newly developed technology with high technology content. However, if we study the characteristics of the catering industry, we can find that this traditional industry has the characteristics suitable for using e-commerce technology.

First, the catering industry in China is centered on small and medium-sized enterprises, of which the state-owned components only account for more than 1%, so most catering bosses hope to reduce costs and increase profits through e-commerce. . Fast food industry is the most sensitive modern catering industry. With the introduction of technology, formula, equipment and talents, its turnover is increasing by more than 21% every year. The wealth effect of technological innovation has greatly stimulated many traditional catering enterprises, and everyone is looking for a safe, stable, green and fast value-added way.

Secondly, e-commerce is essentially a service economy, and no other industry in China or the world is more proficient in the service economy than the catering industry. The remarkable feature of the service industry is its flexible management mode and customer-centered, which can be said to be the same. As a new marketing concept, green marketing is an important feature of e-commerce and is gradually accepted and valued by modern catering industry. Green marketing requires catering enterprises to strengthen technological transformation, actively carry out catering e-commerce while introducing environmental protection equipment, and give full play to the characteristics of e-commerce, such as green environmental protection, wide audience and matching with other tourism services, so as to achieve the unity of environmental protection, social benefits and economic benefits.

thirdly, the catering industry is a big and small industry. The big thing is that food is the most important thing for the people, and the small thing is that it is spread all over the streets, with diverse dining methods, flexible operating mechanism, rich and frugal price and personalized characteristics. E-commerce is a production mode of flexible customization and personalized service, which are isomorphic in the economic sense. Franchising, chain stores, brand effect, electronic logistics and distribution are all strengths of e-commerce. It is precisely because of the dispersion of catering that it is particularly suitable for network gathering, so catering industry is not only suitable for developing e-commerce, but also likely to become the first profitable industry.

second, the application measures of e-commerce in the catering industry

the application of e-commerce technology in the traditional catering industry has a revolutionary effect on catering enterprises. First of all, the application of supply chain technology in e-commerce can greatly reduce the procurement cost of catering enterprises. Secondly, the implementation of network marketing in e-commerce can provide catering enterprises with broad customer channels. Thirdly, the application of logistics technology can expand the sales model for catering enterprises.

the following analysis of the application of e-commerce technology measures in the catering industry.

first, introduce science and technology into the catering industry to realize the modernization of cooking technology. This is very obvious in the modern fast food industry characterized by chain operation. For example, automatic control equipment is used to control the production and processing process of products, electronic cash register is used to improve the accuracy and speed of sales service, Internet is used for long-distance information transmission, ordering machine is used to provide customers with convenient and accurate services, and computer software system is used to help customers conduct nutritional analysis and guide their consumption. The application level of scientific and technological products will largely determine the competitive strength of a catering enterprise. To realize the modernization of cooking technology, it is fundamentally to realize the standardization of cooking technology, such as the transformation of old products and the innovation of new products, the redesign of processing procedures, the development and application of new seasonings, the development and application of modern processing equipment, the application of equipment with temperature control, time control and quantity control functions, and so on. E-commerce first emphasizes the technical content and standardization construction.

second, strengthen the networking construction of catering industry, especially the construction of catering websites. Chain operation is the main symbol of modern catering industry, an effective way for catering enterprises to achieve cross-regional large-scale expansion, and a good form for catering e-commerce. Because the products of catering enterprises are "short-legged", they can't sell their products to the whole country or even the whole world through various sales channels, such as wholesale, retail and direct sales, like other industrial enterprises. Only by opening stores outside can we achieve the goal of large-scale cross-regional expansion. On the contrary, only by building a good network of catering industry can the procurement, take-out and distribution of this chain operation be carried out smoothly. At the same time, vigorously strengthen the characteristic construction of catering websites, and extensively carry out services such as publicity, advertising, ordering, consultation, complaint and legal relief, and with the help of this operating platform, achieve the purpose of improving the networking level of the entire catering industry.

Third, pay attention to the brand building and characteristic management of the catering industry, and enhance the cultural taste of the catering industry and the cultural characteristics of online catering. To engage in e-commerce, we must improve the cultural taste of the catering industry, abandon the low-level service mode of the traditional catering industry and take the road of characteristic food culture. With your own website or virtual storefront, you can't simply introduce the hotel address, reservation phone number or a few pictures of cooking, but you must highlight the deep-seated services of catering, such as enterprise spirit, special dishes, leisure, culture and entertainment, unique advantages in the same industry, complaint handling, feedback and even interactive communication. In a word, the most important thing for the catering industry to touch the net is to enhance its characteristic cultural taste, focusing on cultivating the loyalty of customers at all levels to the brand, which reflects the consideration of "love, joy, cleanliness and delicacy" of enterprises to customers everywhere; At the same time, we should also take into account the characteristics of network culture, so that consumers can have the feeling of smelling its fragrance, luring its color, following its will, eating its meal and getting drunk on the internet.

thirdly, the logistics (procurement, sorting, preservation and distribution) of catering should be strictly controlled to realize the integrated service of e-commerce. As mentioned above, the cost of the catering industry remains high, and the main problems lie in the links of procurement, sorting, preservation and material distribution. The big market doesn't understand, the small market is monopolized, and with the preservation and transportation, the logistics cost is naturally high. With the help of e-commerce, e-logistics is realized, which has a broad market in the purchase of catering materials, is well informed, and orders are convenient and fast. The distribution (including sorting, preservation, transportation, etc.) can be handed over to a third-party logistics agent, which has a safe, stable and green guarantee in temperature technology, shelf life, material demand prediction, delivery time, etc., which has a great promotion effect on catering enterprises to become bigger and stronger, with distinctive features and benefits.

fourth, with the help of e-commerce and the guidance of professional associations, we will strengthen the exchange and sharing of information, and move from industry competition to strategic alliance. At present, many enterprises are friends of the same trade, and they don't interact with each other, and catering enterprises are no exception. Overemphasizing their own business characteristics is actually rejecting friendly cooperation among the same trade. In fact, it is not necessary. A major feature of e-commerce is that it can * * * enjoy information resources and * * * enjoy consumer customers. We can run a professional network platform. Under the guidance of catering professional associations, restaurants should strengthen the exchange and sharing of information, realize the transition from industry competition to strategic alliance, and make China catering enterprises bigger and bigger in the world.

Fifth, strengthen the cultivation of e-commerce talents in the catering industry. Talent has always been the bottleneck restricting the development of e-commerce in the catering industry. According to the traditional practice, the entry threshold of catering industry is low, and the quality of talents is generally low. This is an indisputable fact, and people who know information technology are rare. I think we must strengthen the cultivation and introduction of talents in this field. Tourism professional schools, cooking professional schools and e-commerce professional schools should make corresponding adjustments to their majors in this respect, so that people who know information technology can understand catering, people who know catering can operate through the network, and compound talents can adapt to the trend of market development, so as to achieve innovation in concepts, decisions and incentives, and eliminate the adverse effects of family concepts, kinship and family forces on enterprise development. Without modern operators, there would be no modern catering industry.

Sixth, it should develop in line with other service industries such as cultural tourism, leisure and entertainment, and give full play to the openness and inclusiveness of network services. E-commerce in catering can't be carried out alone, but must be developed together with other service industries such as cultural tourism, leisure and entertainment, and give full play to the openness and inclusiveness of network services.