Roughly as follows: first of all, when writing a novel, you need to title and chapter headings, these headings are useful and necessary for any marketing, but for different industries and products, in the details will be very different.
1, market overview;
2, data collection and market analysis;
3, competitor analysis;
4, product and price planning;
5, the development of the strategy (stage planning for 3-5 years and the current year strategy);
6, customer analysis and development;
7, channel analysis and development
8, the implementation of the program;
9, promotional programs;
10, special circumstances contingency program;
11, service and cooperation benefit arrangements;
12, marketing team building
13, the company's system operation with the mutual requirements
Responders: Blue River Jingyang - Assistant II 2009-7-19 20:48
The catering network marketing strategy is through the use of network technology to guide the audience to participate in the content of the communication, catering products, brands, activities to produce understanding, recognition and **** Ming, in order to achieve the recipient of the two-way communication between the two sides of the innovative thinking process. This advantage is not available in other marketing tools. The emergence of any new thing has a process of adaptation and recognition period, most of the current operators of catering enterprises are more concerned about short-term interests and self-interest, despite the newer and better ways of doing business, it is not easy to be accepted by the people more quickly. As many people's time values have not been fully established, and not easily accept new marketing methods, which will limit the realization of network marketing methods. From the consumer, the immature market economy, some of the shortcomings of the market economy so that people still have palpitations, the new things are always overly rationalized or with a sense of distrust, which requires people to the modern marketing approach to further recognition. American economists have put forward the concept of "attention economy", they believe that, in the information society, information is already a virtual economic resources, the most scarce is only people's attention, it can be said that, in the network economic environment of the explosion of business information, the essence of catering network marketing is to attract the attention of consumers. How to create conditions to realize the desire to buy, seize the consumer has become the key to the success of catering network marketing.
First, the content of the catering network marketing strategy
Specifically, it is through the content of the network marketing planned catering hot topics agenda setting, innovative content and form of network marketing can quickly affect tens of millions of huge network user groups, in a relatively short period of time to cover the most large number of users, resulting in a sensational effect. Catering network marketing strategy can be used to use the portal's top news for links, reprints, recommendations, participation, comments and other public, large-scale explicit form, but also through personal blogs, MSN, friends recommended, small sites to hang out the link, provide downloads and other implicit forms, so that the content of the catering network marketing to become the center of the topic, so as to add to the advertisement of the sensational effect.
Second, the advantages of catering network marketing
1. Interactivity
Catering network marketing has certain advantages over traditional catering marketing. The most prominent feature is the interactivity. The so-called technical interaction is the use of multimedia technology to create a new type of network marketing with complex visual effects and interactive features, the fundamental significance of the network media is that it subverts the strict boundaries between the traditional media messenger and the audience, one-way communication into a personalized two-way communication, giving the messenger and the audience the freedom to change roles. Network marketing takes full account of the audience's willingness to deal with information and motivation, so that the audience in the spontaneous psychological drive to accept the message, rather than like the traditional information as the forced indoctrination. The audience is no longer passively receiving information, but actively mastering and controlling the information, and participating in the content and dissemination of information. Research shows that the interactivity of the site will affect the audience's preferences, psychological attraction and degree, but also affect the user's degree of trust in the site, the interactivity of network marketing is more able to enhance the consumer's goodwill and participation.
2. Timeliness
Catering network marketing helps catering enterprises to carry out marketing budget, save catering marketing costs. The use of network marketing only need to enter the catering product information into the computer system and the Internet, customers will be able to query their own, without having to spend a lot of money for the introduction of the product and other printing, so that the catering business marketing costs are greatly reduced. Internet marketing also helps to save time and reduce the steps in the marketing process. Catering companies can directly these meals, service environment and other pictures online for customers to query, and the electronic version of the manual can be updated at any time. Catering Internet marketing can provide customers with a large amount of intuitive information, so that the connection between the catering company and the customer and mutual influence has been strengthened. At the same time, the catering marketing process has no time constraints, can always be carried out. Catering business marketing information on the Internet, the electronic "information waiter" can always work. Consumers through the online information to make the decision to buy food and beverage products.
3. Alternative options
The rapid development of Internet marketing tools, customers can use these tools to quickly access a large amount of information about the catering product or service, the search for attractive alternatives to spend time and money will be greatly reduced. That is to say, the conversion cost of converting catering products in the form of money and time is greatly reduced, the alternative selectivity is greatly improved. Therefore, catering companies must work on the emotional cost as well as the cost of uncertainty in switching suppliers, thus increasing the total switching cost.
Carrying out network marketing requires accurate positioning of the target market. From the network marketing market location, the current regional distribution of Internet users in China to large cities, medium-sized cities and coastal economically developed areas, and in China's information infrastructure backwardness, in the future for a long time, the pattern of regional distribution of Internet users is still dominated by large and medium-sized cities. So at present, large cities and coastal economically developed areas can choose the catering network strategy.
Third, the specific use of catering network marketing strategy
Catering network marketing can be through the portal home page ads to push the information in front of the audience, the use of search engines, advertising, E-mail, MSN, blogs and other forms of netizens to the information in front of them, but also the use of the enterprise's own Web site, to carry out a series of activities. Participation and discussion in the forum of the target audience groups, but also through online chat (MSN), video tools for live network activities. In short, it is to fully integrate network resources, the use of all the methods and means that can be used for catering network marketing, so that the target audience in the network at any time can see the information and participate in the activities. At the same time focus on network marketing and traditional media integration. Based on the network media wide range of dissemination, not subject to geographical and time constraints, flexible information dissemination, production costs are relatively low, more and more catering enterprises in the creative combination of traditional advertising and network marketing, through the traditional mass media for information dissemination, while the organization and participation in the network media.
1. Two-way communication, provide value-added services
Pay attention to two-way information communication with customers and provide value-added services. Make full use of a variety of experiential marketing methods on the network for brand communication, not only can a wide range of catering consumers preferred experience, to attract target consumers, to achieve the purpose of product sales, but also by giving consumers a humanized, emotional experience, and catering consumers to establish a special emotional ties and communication channels. Therefore, in the network marketing creativity, must be based on the perspective of the diners and mentality to start thinking, should consider how to let consumers take the initiative in the fastest, smoothest environment to get the information they want to get, and leave a pleasant sensory and spiritual experience.
The establishment of a network platform, catering enterprises to design and interact with Internet users network marketing program "MSN enthusiasts" to invite users to join the hotel MSN, in order to timely delivery of preferential information to the Internet, such as the launch of a new promotional program in the holiday season, please Internet users on the line to cause Internet users to respond. This effect is better than the traditional newspaper ads, netizens can pay more attention to the information from the MSN online friends, so the restaurant to create a single-month sales of more than one person's good results, catering network marketing is very important. 2. Blog, MSN marketing, out of the inventory most effective
In the Internet to establish hyperlinks. That is, through the interactive link and network environment and other popular websites to link with other websites, and related websites to link, the establishment of content **** enjoy the partnership, in front of more network users to display food, thus increasing awareness. MSN marketing, "out of stock" effect is particularly obvious. For example, when the manager of the restaurant found that day there are still seats, waiters and enough manpower, as long as the call to the network marketing staff, ask him to limited time, limited special offer program content into a new MSN nickname, will soon be able to attract especially like the discount goods of the Internet. For example, when a restaurant purchases more draft beer on a certain day, the restaurant manager can call the network marketer: "Help me sell a batch of draft beer," he says. The network marketing staff will change the nickname to "so-and-so hotel - draft beer drink two free a cup" and other information. There will be a netizen inquiry, door to enjoy the limited time special offer, "the result of the restaurant manager draft beer on the sale, and the sales process, they can not just order drinks, so the restaurant and earn a meal fee.
Restaurant seats, hotel housing and other commodities, as long as they are not sold, is an idle resource, so the restaurant manager counted the orders on the day, found that there is excess inventory, you can use the instant online platform to help the restaurant to recruit "the last group of guests. If you ask the guests by phone, if you let them wait for 10 seconds, they will be impatient to hang up the phone, but the marketing advantage of the network platform is: above the MSN, users can browse the web, and other friends chat, distracted by waiting for the information of the attention of the invisible so that we have more information to find the recovery of his buffer time".
3. Zero-cost network marketing reflects direct, close to the needs of the service
The use of network platforms to serve guests, the biggest advantage is that compared to traditional marketing, the cost is almost zero, but because of the netizen's reflection is very direct, the quality of the activities must be good, in order to be able to get their favor. Through the network marketing staff to observe the behavior of the netizens, you can find that the netizens can stop at any time to ask to express their lack of interest in the activity, so very close to their needs in order to create a good performance.
4. Establishing a restaurant customer base and providing timely feedback
Directly in front of the netizens, the restaurant welcomes comments from the netizens and wants to pursue a commitment to quality service. Because the netizens reflect direct, network salesman can weekly collated netizens on the restaurant service comments, reported to the restaurant manager, chef and chairman and general manager, and the chairman of the meeting, but also often based on the netizens' views, at any time to ask the relevant departments in charge of the project has been improved. The work of collecting opinions from the network can even be extended to the relationship between the various catering departments.
5. Restaurant and online interactive activities in a timely manner on the line
Netizens in the restaurant's wedding, restaurant food film, netizens in the restaurant's culinary showcase activities, etc., launched in a timely manner in the network, if you get a very high click-through rate, is the hotel to receive the benefits of advertising.
6. Network marketing staff must be well trained
In the past, the service personnel face customers for a relatively short period of time, so the service behavior, attitude can not need to depth, in psychology, called "Service acting (Service Decoration)" If it is a long time of service, it is necessary to convert behavior to "De De", which is a very important part of the service, but also a very important part of the service. Behavior converted into "Deep acting (depth acting), the need for more in-depth care, more profound involvement in the customer's emotions, so the attitude of service personnel, behavior, should be retrained, not only to re-adjust the service mentality, but also must be more clear on the content of the food and beverage services, and even catering organizations must also give them more discretion, so that they can When facing customers, they can commit to more service content faster.
If you want to know more, please search "Ru Feng Marketing" in Baidu
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