[Keywords:] diversification principle of mobile commerce catering industry
The ancients said that "food is the most important thing for people", which fully shows that diet is the foundation of human survival. No matter how developed human society is in the future, the status of "food is the sky" will remain 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 one change after another. People want to eat well in the past and now, and they want to eat healthily in the future.
First, the status quo of the 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 increasing, and the turnover has maintained a strong growth momentum. According to statistics, in the past five years, China's catering industry has grown at an annual rate of about 18%, 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" in the catering industry. Operators' marketing concepts are relatively old, and they still rely solely on their own subjective judgment of 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, not according to their own preferences. The news of the catering industry is also very closed and lacks 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 network 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 personal activities, greatly accelerating the speed of business transactions, reducing transaction costs, improving the accuracy of information inquiry and creating a new mode of business activities of enterprises. It is the product of a batch of technology integration and development, and it is also a brand-new business model. When these technologies and business models contained in mobile commerce are combined with the catering industry, it can make the catering industry update its management model, expand the mass market, build all its "soft and hard" facilities, and make the catering industry more scientific, intensive and socialized.
Thirdly, the application of mobile commerce in catering industry.
1. Build corporate websites and enrich corporate publicity channels.
(1) Build an enterprise website. 2 1 century is called the information age, and it has been considered as a very important way of publicity to establish your own corporate website 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 establish their own corporate websites on the Internet to promote themselves. When an enterprise establishes its own website on the Internet, customers can obtain the information of catering enterprises through wired or wireless networks and computers or handheld devices.
(2) Build a short message service platform. At present, the marketing promotion of catering enterprises in China is in urgent need of mobile information. 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 the catering industry to let enterprises start with the simplest application, let enterprises feel the practical benefits that mobile applications can bring to them, and accept mobile information products in the experience. The construction of SMS service platform plays an important role in the precise marketing of catering enterprises. In catering enterprises, the value-added service of specific SMS can be sent to specific user groups at specific time through its own SMS 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, direct accuracy, targeting the target population, sending time and place, free customization, accurate delivery and effective advertising information delivery. In addition, SMS service platform can also create a new way of customer relationship management, which is helpful for enterprise management, such as SMS live interaction, SMS lottery, SMS questionnaire survey, SMS complaint suggestion, customer integral statistics, customer visit statistics and so on.
2. Establish customer information base and strengthen customer management.
There is a famous saying in the shopping mall that "if you master the customer, you will master the market, and if you are close to the customer, you will be close to success". From this sentence, we can see the importance of customers to the enterprise. For enterprises in the catering industry, if they can attract new customers and seize old customers, then this enterprise will last forever. So how do we do this? In addition to providing delicious meals and thoughtful services, catering enterprises should also strengthen the management and care for customers. To manage customers, it is necessary to establish a customer information database, and an information table should be established for each customer in the information database. The information table should record the customer code (uniquely identifying each customer), name, birthday, contact information, points, membership level, time of each meal, table number and ordering catalogue. This information will help to manage customers in the future. For example, according to the phone number left by the customer in the information base, the latest developments of the enterprise can be sent to the customer through the SMS service platform, such as the listing and discount information of new dishes. Or send blessing information to customers on special days such as birthdays and important festivals. Through these measures, we can strengthen our care for our customers and improve their loyalty. 3. Introduce new marketing concepts to motivate customers.
At present, the catering industry generally only focuses on 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 the concept of membership system and direct sales in marketing. 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 sales.
The basic principle of the concept of direct selling is the geometric multiplication principle, which is simply the process of 1 changing 2, 2 changing 4, …, n changing 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 simple "consumers" to "consumers+propagandists", attracting new customers from 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 workload, which is a reverse multiplication. Benefits multiply, the market doubles. For catering enterprises, the more customers there are, the more seats are in short supply, and the benefits can be doubled.
The method of integrating the concept of direct selling, membership system and mobile business model into the marketing of catering enterprises is to attract new customers for the hotel by forwarding customers' short messages, thus doubling the number of dining customers. The specific operation method is: every time a catering enterprise sends a short message to a customer, it adds a code that uniquely identifies the customer before the content of the short message. If a customer sends this short message with a unique identification code to his relatives and friends, and the relatives and friends use this short message to have a meal in a catering enterprise, and show 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. When the points reach a certain value, they can become higher-level members and enjoy more preferential treatment. This can encourage these customers who have eaten and spread their enthusiasm to other customers. It also attracts more customers for catering enterprises.
4. Introduce new technologies and equipment to provide customers with value-added services.
(1) wireless ordering. As mentioned earlier, catering enterprises need to establish websites in order to meet the information exchange between customers and themselves, and catering enterprise websites can not only be used as a channel for customers to understand enterprise information, but also allow customers to order food with handheld devices. Catering enterprises can establish a secondary page named online menu under their home page. When ordering food, customers can log on to the home page of catering enterprises through mobile phones and other handheld devices, and browse the specific information of restaurant dishes, such as raw materials, tastes, prices, pictures and so on, under the online menu page of the home page of enterprises. In this way, every customer can log on to the home page of the enterprise through the mobile phone and learn the detailed information of the menu without providing every customer with a paper menu. At the same time, customers can also learn some other related information about the hotel during the process of visiting the corporate homepage, which can leave a deeper impression on customers.
(2) Mobile payment. When customers consume 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 the catering enterprise, the mobile payment is completed.
5. Strengthen the cultivation of mobile business talents in catering industry.
Without modern management talents, there will 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 adjust the relevant 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.
Four. Concluding remarks
In this paper, the application of mobile commerce in modern catering industry is mainly focused on enterprise publicity and customer management, but the application of mobile commerce is not limited to this, and we need to continue to study and explore. I believe that the development and application prospects of mobile commerce are limitless.
References:
[1] Wang Rulin's mobile commerce theory and practice. Tsinghua University Publishing House, 2007.
[2] Zhou Haiqiong: The application of e-commerce in the catering industry. Frontiers of Education, February 2006