Diet culture thesis: an analysis of the micro marketing strategy of catering enterprises

Micro marketing as a development trend of the Internet in recent years, marketers can not escape to face the micro marketing to the marketing of a profound change. The following is my collection of food culture thesis of the analysis of micro-marketing strategy of catering enterprises, I hope it will be helpful to you!

Abstract: This paper firstly explains the concept and characteristics of micro-marketing, secondly analyzes the current situation of traditional marketing of catering enterprises and the existing problems, and again combined with microblogging to explain the role of micro-marketing on the catering enterprises, and finally make a summary of the current era of micro-marketing to write a conclusion.

Keywords: Catering enterprises, micro-marketing, traditional marketing, role

Introduction

In today's world, the rapid development of network information technology, the rapid development of consumer values continue to change, the business competition is becoming increasingly fierce, and the enterprise's marketing tools are gradually moving towards the network. Food for the people, catering business has been a very red-hot industry, many catering enterprises are developing day by day, its competition is fierce. Catering business as a pillar industry in China's tertiary industry, has been in the social development and people's lives play an important role, especially in recent years, China's food and beverage has also shown a high growth momentum, becoming one of the "hot" professions [9]. Coupled with the birth of many mass media catering enterprises have turned to micro-marketing as a new gathering place for consumers. However, many operators' marketing concepts are still very old, and their business methods are still in the old traditional marketing. In the great development of information technology now, to run a good catering business must not be separated from the network marketing, and micro-marketing is a good network marketing methods. This paper will elaborate on the role of micro-marketing on catering enterprises from the traditional marketing of catering enterprises

1 The concept and characteristics of micro-marketing

1.1 The concept of micro-marketing

Alibaba's founder, Jack Ma, in the early days of the Internet has said: "The Internet will change people's lives. The way", now, an advertising slogan into reality, according to the latest statistics, China currently has more than 200 million Internet users, through the network to achieve sales of about 400 billion yuan [1]. Nowadays, the rapid development of network information technology, consumer values continue to change, business competition is getting more and more intense, the enterprise's marketing means also gradually to the network. Deloitte, the world's leading consulting division in a recent report pointed out that: 2011, mobile Internet and social media as the representative of the new media form of marketing accuracy to get unprecedented breakthroughs, 2012 will be the explosion of enterprise social networking sites, social media marketing will be by the catering business unprecedented favor [11].

Internet marketing arose in the 1990s, the development of the late 20th century to the present. Enterprises should know how to use the advantages of the modern Internet, catering to the wave of Internet development, in this change to comply with the "best way to cope with the unchanged is to change" this truth, in each marketing link to grasp the principle of micro-marketing and seamless, I believe that such enterprises will be able to get out of the differentiated way of survival, to create a business model that belongs to their own original business model [11]. I believe that such a company will be able to differentiate itself and create a business model that belongs to the original business model of their own enterprises [7]. "micro topic" "microblogging" to the recent popularity of "weibo" "microfilm", a new "micro marketing" can be called A new "micro-marketing" business model in the invisible gradually extended out. Food is the God of the people, many catering enterprises are developing day by day, and the competition is getting more and more intense. In the age of information technology, operating a good restaurant business must also be through the network form of business, and micro-marketing is a very good network marketing methods.

The so-called micro-marketing, is based on WeChat, micro-video, microblogging and other communication platforms, so that the enterprise in which the instant display of brand image, community themed activities, customer interaction and communication, production information release, etc., to guide the customer to actively participate in the whole process of business activities, as well as to assist in the realization of the marketing objectives of a network marketing approach [2]. Micro-marketing is a modern low-cost, cost-effective means of marketing, he took the mobile Internet as the main communication platform, with the mass media and traditional network media, through a continuous, manageable, strategic online and offline communication, the establishment and enhancement, transformation of customer relations, the realization of customer value of a series of processes. Micro-marketing is actually a mobile network micro-system, which includes microblogging, micro letter, micro movie, QR code, public platform and the company's micro-mall.

1.2 Characteristics of micro-marketing

(1) Efficient and convenient. Micro-marketing is characterized by "short, smart and fast", and the content is streamlined to meet the needs of micro-audience for fragmented and fast information access at any time and any place.

(2) High precision. Micro-marketing emphasizes more user participation, in the process of group intelligence and sharing of massive user information can allow enterprises to more effectively position user needs, so as to carry out more accurate marketing communications.

(3) High-speed. The "fragmented" communication conforms to the information consumption habits of many social media users, which can quickly and efficiently deliver marketing information to consumers. But at the same time, it is easy to be drowned in a sea of rapidly changing information, so the requirements for creativity and campaign mechanism design are very high.

(4) Highly interactive. Interaction is one of the most prominent features of micro-marketing in an all-media perspective. Micro-communication, micro-marketing is more through the fine stream of interactive permeable links to establish the relationship between people, brands and audiences. Through this highly interactive way of communication, so as to establish a wet with a strong viscous customer relationship.

(5) high communication power. Microblogging has a wide range of dissemination, audience coverage, a large amount of exposure to the brand, microblogging can be viewed as a brand broadcasting station. WeChat has opened a "telephone" service for the brand, and when the brand succeeds in getting attention, it will be able to carry out a dialog with an arrival rate of almost 100%, and its interactive communication ability is far more than that of Weibo.

(6) Cost-effective. Compared with the expensive marketing costs of traditional media advertising, micro-marketing provides a low-cost communication platform, and more humane, full of human touch, can better connect the enterprise and micro-audience, so as to establish a good micro-customer relations, with minimal marketing costs to achieve good marketing results. Micro-marketing advocates the interaction between virtual and real, the establishment of a more "light" and efficient marketing chain involving R & D, products, channels, markets, brand communication, promotion, customer relations, etc., and the integration of various types of marketing resources, the operator to invest in the cost is very small, but can be achieved "four or two to a thousand pounds

2 Catering Enterprises, the status quo and problems of traditional marketing

2.1 Catering Enterprises, the status quo of traditional marketing

The traditional meaning of marketing is a combination of 4P marketing, that is, Product (product), Price (price), Place (channel) and Promotion (promotion). At present, in the traditional marketing of catering enterprises, 4P marketing mix 4 points also include the following.

(1) catering products

including catering product entities, food service, product packaging, catering brand. Catering product entities include catering companies to provide restaurants and food quality, style, to the customer's interests, guarantees, return and exchange of food licenses, etc., of which the restaurant and the storm includes the building, decoration, decoration, facilities and so on. Meal service is provided by the catering business of all related intangible services, including pre-dinner, meal and post-dinner services, but also includes the restaurant's sound, smell and temperature and other intangible feelings, its product attributes also include quality, form, to give customers the benefit of the guarantee, but does not include the return of exchange.

(2) Catering prices

Including menu prices, discount prices, payment methods, payment terms, credit conditions. Menu price is the normal price approved by the catering company based on the cost or expected profit margin. Discount prices are usually given to regular customers, important customers, or large customers with large purchases. Payment methods for customers in the restaurant business usually include cash, credit cards, checks, and signed deferred payment. The payment terms set for customers on deferred payment are usually specified or agreed upon. Catering marketing to sign a single customer credit should be certain conditions, in the customer credit check in order to provide the appropriate amount of signing a single license.

(3) catering sales channels

Including marketing channels, market location, inventory, transportation. Catering business marketing channels as long as the direct sales channels to provide on-site cooking products and food service, other channels can only play a supporting role. Market location refers to the restaurant of the catering business is located in the geographic location and its coverage of the market range. Inventory includes raw materials, semi-finished products, small quantities of finished products and facilities for the control and storage of inventory, and transportation includes transportation equipment in the restaurant and delivery of

(4) Food and Beverage Promotions

Includes food and beverage advertising, sales by food and beverage personnel, food and beverage business promotions, food and beverage business public **** relations activities, and food and beverage direct mail promotions. Catering advertising is paid promotion utilizing mass media. In catering business sales staff visitors and promotional activities, it is worthwhile to emphasize that all personnel involved in the catering service process also have a responsibility for promotional activities. Catering business promotion focuses on designing and organizing events that stimulate consumption. Catering business public **** relations activities are the means by which a catering company promotes or maintains its image, he does not directly promote and market catering products. Catering direct mail promotion is the use of mail to send promotional materials to target customers in order to publicize the business or marketing catering products.

2.2 Catering traditional marketing problems

2.2.1 Catering product awareness

At present, there are still many catering companies still think that as long as the product is good, not afraid of customers do not come to the door, and still adhere to the "wine is not afraid of the deep alley" concept. Especially many of the "old" catering enterprises, they rely on their own brand catering enterprises, while ignoring other places. Many companies adhere to the rules, that catering is to sell food, the other can not be considered, they will be the product as the core of business operations, food and beverage operators to spend a lot of time and energy in the research and development of products above, so the product is a lot of catering enterprises to spend the most time and energy place. Product is the most important yes, but other aspects must also be taken into account. Because the product of the catering enterprise not only includes the quality and style of the restaurant and dishes provided by the catering enterprise, but also the building, decoration, decoration, facilities, corporate culture, as well as pre-dinner, meal and after-dinner service and so on. In the catering business marketing, only the catering product entity, meal service, product packaging, catering brand several aspects of the overall development, and assisted by micro-marketing, in order to obtain the road to success.

2.2.2 Catering sales channel single

Catering business traditional marketing efforts are to beat the neighboring catering business is the main to beat the competition. They have only one business goal, which is to beat the competitors, win in the market competition, and then be exclusive in the region or market to make more money. In this case, there are many unscrupulous businessmen who seek profit by tampering with the food and beverage so as to gain greater profits. I do not know, as long as you adhere to the correct way of doing business, know how to push the boundaries in the operation of the new, the new, naturally, will become a winning competitor.

Catering companies in the period of marketing, they do not focus on the long-term development of catering business, and the long-term return is not much consideration. Traditional marketing operators always want to be in the marketing can immediately for the enterprise again benefit, in the marketing period in this regard is usually short-term return-oriented, emphasize the short-term benefits, so instead of ignoring the development of long-term benefits. We should know that the desire for speed is not enough, catering business operators can not only focus on the immediate benefits, should look at the long-term future, so that the catering business to maintain sustainable development.

In the sales process, operators generally pay more attention to the marketing awareness of middle and senior staff, for those ordinary employees, such as flyers, promotional staff, food service staff, operators of such staff marketing awareness is less important. Ordinary staff, is the most contact with customers, it can be said that they are the entire catering business face, so they are the most front-end marketing staff, need to have the same marketing awareness can not be less.

2.2.3 Catering promotional methods backward

Catering micro-marketing process, promotional publicity when its main core. Today's business approach is the need to communicate with customers, listen to customers' voices, understand the needs of customers, so as to operate out of the customer's welcome catering business. Catering business traditional marketing generally other promotional methods are not enough attention, operators are always a single advertising campaign. Specifically reflected in the following aspects.

(1) opening discount publicity

Catering enterprises to open, to attract consumers to the store to try the dishes, will take the discount to do publicity, which is whether senior or junior catering enterprises will take a marketing tool. In the specific implementation, the way although there are differences, but they are similar, the main purpose is to attract customers to spend. For example, let the waiter or part-time staff, with discount coupons, coupons, flyers in the neighborhood to distribute everywhere. This is a very common way of marketing, but its influence on the region is small, the publicity generally stop around a small area. In addition, it takes a lot of human resources to send flyers around.

(2) paper media publicity

The so-called paper media is including the city's magazines and major newspapers. For example, in the relevant magazines published in the relevant discount, preferential information or in the local more popular newspaper on their own catering business ads and so on. The advantage of this method is a wide audience, but there are still many shortcomings. First, the high cost of newspaper advertising can only be sent to the general soft, published in the corresponding supplement; Second, poor timeliness, newspapers every day, the day of the advertisement can only basically play a role in the day, published information will soon be drowned out by the latecomers; Third, the effect is limited, the newspaper ads are full of its credibility is not as good as it was before; Fourth, the effect is not quantified, spent a lot of money to go to go to the publication of the large-scale Ads, but can not count the guests who came to the store to consume is the paper media advertising to bring.

(3) TV and radio food programs

This kind of publicity and marketing is also a more common way of catering enterprises. For example, many television and radio hosts will use the local dialect to support the program, so that the audience feels like neighbors, friends in their own recommendations, so that the food recommendation program less of a giant thousands of miles away from the feeling of rigidity, but on the contrary, there is more of a kindred spirit.

3 micro-marketing on the role of catering enterprises

The traditional 4P marketing theory emphasizes the product, price, channels and promotions, catering companies believe that as long as the four aspects around, marketing is guaranteed. However, with the network, the development of the economy, catering marketing environment has changed a lot, catering consumption personalization, rationalization, diversification and human culture characteristics are increasingly prominent, the traditional 4P theory of marketing practice has revealed some of the maladaptation. For this reason, the catering market to introduce newer 4C marketing theory ideas, to develop new marketing methods to adapt to market changes. Catering 4C marketing is composed of customers (Customer), cost (Cost), convenience (Convenience) and communication (Communication) of the four factors, and catering micro-marketing, mainly from the customer, convenience and communication of these three aspects.

3.1 Micro-marketing in microblogging

In the era of rapid development of the network, micro-marketing is also gradually integrated into the marketing of enterprises. Micro-marketing is a dialog between you and your customers and potential customers, while traditional marketing is a monologue told to customers and potential customers. Microblog marketing, as one of the main marketing tools of micro-marketing, has brought good marketing results for catering enterprises. The data released by DCCI, an Internet data organization, shows that 72% of microblog users will pay attention to commercial advertisements on microblogs; nearly 25% of users will pay attention to more than 10 official accounts of enterprises on microblogs; and 34.3% of users use microblogs to get information about brand discounts[3].

Microblog is a broadcast 'social networking platform that shares short real-time information through the follow mechanism. Microblog marketing refers to the marketing behavior of enterprises or non-profit organizations to use microblogging as an emerging social media to influence their audiences, through the rapid dissemination of information on early microblogging, sharing, feedback, and interaction, so as to achieve the functions of market research, product promotion, customer relationship management, brand communication, and crisis public relations, etc. [4]. With the growing popularity of microblogging among Internet users, the microblogging effect is gradually taking shape. Microblogging will be able to help advertisers better integrate other digital media, traditional media, and other marketing tools to provide maximized return on investment, which is a win-win situation [10].

3.2 Making Customers at Home

The 4C marketing approach gives way to the importance of the product to the catering customer, who is considered to be the center of all business activities of the catering company. Catering enterprises to achieve marketing success, the customer's concern is more than the care of the product. This concept is reflected in the creation of customers than the creation of products is more important to meet the customer's desires and requirements than the performance of catering products and quality is more important in two aspects.

Let the customer get fixed emotional connection, in order to let the customer really loyalty to a restaurant, today's young people on the microblogging enthusiasm undoubtedly provides a faster and more effective way for this emotional connection [8]. If a company has a group of fans, but these fans only pay attention to not speak, which is useless to the business. Microblogging news should be integrated into the topics that consumers are interested in, and if it is just purely one-dimensional publicity, this creates a boring microblogging. Therefore, microblogging content should be based on daily publicity to add interactive content with fans, one of the most important part is to seriously reply to the fans' messages and comments. Many enterprises for the fans of the message and comments just take a look and rarely reply, over time will cause the fans lazy to reply to the psychological, so that the micro-relationship between the enterprise and the fans gradually disappeared, so that the fans into a batch of fans will not talk to the fans. Fans do not talk more business is useless, they will not interact with each other. In microblogging, interaction is very important, he is is the catering business microblogging has sustained popularity of power. In short, catering companies want to form a long micro-relationship with the fans, you have to feel the fans' thoughts, seriously reply to the fans' messages.

Catering companies can also use microblogging to learn about their fans, and after having a certain number of fans, companies can count their fans' information, which can include gender, age, birthdays, interests, and so on. In this way, you can send them personalized information, which can include birthdays or holidays, promotional previews, reminders of road conditions, review reminders, and so on.

3.2 Convenient Sales Channels

The so-called convenience refers to the convenience of the customer, to maintain the interests of the customer, to provide customers with as much as possible a full range of services, 4C marketing emphasizes that catering enterprises to provide customers with convenience is more important than the choice of marketing channels, the principle of convenience throughout the entire process of catering marketing, that is, before the purchase, the purchase and consumption process, and after the purchase.

Microblogging can also be a convenient sales channel for catering companies. Catering enterprises can open a reservation system on the official microblogging, consumers can directly book meals, private rooms or delivery services through microblogging. At the same time, catering enterprises can tell their fans in the store in a conspicuous position or on the microblogging this enterprise launched microblog group purchase, microblog booking and other convenient services. This will not only facilitate the consumer's consumption process, but also simplify the operator's business procedures. Catering enterprises in microblogging to launch group-buying activities, microblogging into their own group-buying platform, compared with group-buying sites, microblogging group-buying can be initiated at any time, there is no scheduling; discounts by the catering enterprises to build their own set, not to hurt the brand; payment in time to the account, there is no billing period. Therefore, microblogging group purchase is a more convenient sales channel for catering enterprises.

3.4 Effective communication tools

4C marketing emphasizes the two-way communication between catering enterprises and customers, and seeks to establish the relationship between customers and catering enterprises on the basis of the same interests in ****. Through communication to coordinate conflicts, integration of feelings, cultivate loyal customers, and loyal customers is the catering company's most ideal salesman.

Microblogging has built a faster, more effective, and more interactive communication platform between catering companies and consumers. Catering enterprises and consumers in microblogging divination good communication, can enhance understanding, eliminate misunderstanding. For example, after being exposed to the bone soup blending incident, Haidilao first time in microblogging statement, and cooperate with the media and the relevant departments to investigate, at the same time, the boss Zhang Yong also in his personal microblogging frank and open, and is willing to accept the public inspection and supervision. The official frankness, openness, transparency, and dare to be responsible attitude of Haidilao, from the beginning to fight for consumers, the media's tolerance and understanding, for a knowledge of the wrong can be corrected, the attitude of the sincerity of the enterprise, the public will also give the most tolerance, and very soon this incident will be slowly calm down.

4 Conclusion

"Innovative" "effective" marketing tools, with the changing times and environment and change, from radio, print media to television, and even today's Network technology, communication methods and media platforms, in fact, are changing with the times, more and more companies are using microfilm, microblogging, weibo, WeChat and other platforms to do marketing, which fully reflects the enterprise's insight into the behavior of the user or consumer habits, and accordingly to make the adjustment of the marketing approach to keep pace with the times [5].

In summary, micro-marketing as a development trend of the Internet in recent years, marketers can not escape the face of micro-marketing to bring profound changes in marketing. For catering enterprise marketing, micro-marketing has most of the advantages of traditional marketing, such as the multimedia characteristics of the communication content, communication is not limited by time and space, communication information can be precipitated by the long-tail effect and so on. Micro-marketing can accurately target consumers, and its interactive features can pull in the distance between enterprises and customers. In the public opinion control and market research, micro-marketing of big data characteristics can help catering enterprises to reduce costs, so as to obtain the organizational strength of low-cost organizations.