The management of entertainment and catering enterprises is very important, and many of them are facts that we have to experience and gradually begin to understand in our continuous exploration. There will inevitably be many mistakes in growing up, so there have been many mistakes in the management of entertainment and catering in China, but these are all in the past, and the management of our catering and entertainment enterprises is constantly improving! With the development of China's market economy, the management and development model of domestic service-oriented enterprises will be in line with the world's advanced management model. In view of the weak service consciousness, management experience and expansion consciousness of domestic enterprises, there is no real industry brand and industry standard, and there is no "oligopoly" of industry monopoly. Anyone can become the maker of industry norms. In the face of such a special market, whoever finds a new market position and wins the strategy first will win the business opportunity and succeed.
1. In view of the above situation, the purpose of making this plan is to find the market position, and on this basis, formulate the development strategy, management suggestions and model points, so as to realize the healthy and stable development of the enterprise.
2. Commercial projects and market positioning
Commercial projects: Investment Management Group will focus on diversified related projects such as entertainment and catering chain management, beverage and food agency sales, economic chain hotel management and cultural communication planning, thus laying a solid foundation for future development.
Market positioning: The investment management group will take Jiangsu Province as the main development platform, base itself on the Yangtze River Delta economic circle, and make use of the advantages of existing regions, information and human resources to achieve a win-win situation. Timely launch corresponding types of products and services to meet the needs of different types of guests. Further expand the brand effect, thus developing into a well-known investment management group in China.
3. Establish service awareness
All exquisite services come from people's understanding, and high-quality services are how to treat everyone well. Understand the needs of guests in time, provide them in place quickly and accurately, and integrate the concept of personalized service, so that guests can get material and psychological satisfaction.
Enhance the service concept, including: standardization, institutionalization, refinement, emotionalization and branding; So as to win the market competition. In-depth understanding-people are always the subject and center of service activities and need the conscious care of others.
4. Capital operation planning
The development and growth of enterprises can not be separated from the investment of capital. Only by effectively and reasonably utilizing intangible and tangible capital stock and adopting reasonable methods can the degree of capital appreciation be realized.
Effective market financing.
B attract qualified partners to join us through brand effect, and export brands and human resources.
Joint venture, obtain valuable assets for comprehensive management.
D. reasonably control the asset-liability ratio.
E. cooperate with relevant well-known enterprises for reasonable expansion.
5. Establishment of standardized management
Standardization has now crossed national boundaries and become more and more international. Realizing standardized management will save manpower, financial resources, material resources and time, thus obtaining social and economic benefits. The establishment of label management is divided into software standardization and hardware standardization, and the high integration of standardization and personalization can provide high-level services.
Including: service standards, training standards, production standards, financial standards, engineering standards, safety standards, facilities standards, marketing planning standards, organizational structure standards, complaint handling standards and so on. Establish corresponding implementation standards and procedures according to the business requirements of the enterprise, so that all employees can fully understand their responsibilities, thus providing high-level services to guests.
6. Establish administrative structure
Senior management: chairman, executive director, general manager and deputy general manager of the group company.
Middle managers: financial executive director, human resources director, public relations sales director, engineering planning director, project development director and general manager of chain stores.
Grass-roots managers: department managers, supervisors, foremen, customers and clerks.
Grassroots employees: employees of various departments, interns and temporary workers.
Employees at all levels define their work contents according to their job responsibilities, communicate effectively between superiors and subordinates, and Qi Xin works together to realize the tasks of the Group Company.
7. Brand building and corporate culture
Brand creation: good brand effect is the basic element of group management, and operating brands should be managed according to their grades. Brands can be established through advertisements, holiday promotions, news media releases (soft advertisements) and the Internet.
Media, directional sponsorship of all kinds of public welfare activities, use of enterprise environment and facilities for publicity, recommendation of spokespersons and company promotion terms, effective certification by authoritative organizations, and external release by government agencies and industry organizations. At the same time, combined with standardized and humanized management concepts, it forms a personal experience for consumers and produces a free brand promotion effect.
Corporate image design: corporate brand design, logo design. Highlighting the visual impression, making membership cards and publicity pictures, designing the style and color of uniforms, unifying the production of goods and appliances, and unifying the overall design style of various business places are also one of the elements of brand creation.
Corporate culture: the enterprise takes employees as the core, and adopts incentives to make employees take the implementation of service concepts and standards as the primary task, experience the management ideas and entrepreneurial spirit of the enterprise, and have a deep understanding and recognition of the future development direction, so that each employee can fully realize his own value and feel the benefits and pride of employees after the enterprise develops and grows. At the same time, encourage employees' innovative consciousness, because innovation is the driving force of enterprise development. Strengthen the education of team consciousness, restrain employees with management system, strengthen self-cultivation and abide by professional ethics. Unify the team's thinking, deepen the sense of competition, supplemented by correct orientation.
Corporate image design: corporate brand design, logo design. Highlight the visual impression, make membership cards and promotional pictures, design the style and color of uniforms, and make unified supplies and appliances.
8. Marketing strategy and public relations planning
Marketing strategy: through the investigation and analysis of the market, formulate corresponding marketing content, integrate the advantages of existing resources for different customer groups, publicize and sell, and customer satisfaction determines the success or failure of the strategy. Strengthen the establishment of sales awareness of all staff, so that every guest can become our invisible sales team.
Marketing strategies include designing sales content, strong selling points, comparing and analyzing the information of other competitors, establishing customer files, visiting regularly, holding networking activities, offering holiday promotions and collecting customers' opinions. At the same time, improve the training of marketing personnel's professional quality, sales skills, professional knowledge and skills, and positive working attitude. Make them a favorable weapon for enterprises to publicize their image.
Public relations planning: first of all, we should understand the industry background and conduct effective analysis and effect evaluation. Forms include participation in public activities with certain sensational effects, news-worthy press conferences, visits by public figures and celebrities, participation in relevant hot news reports, support and recognition from many enterprises, government departments and other industry groups, and sponsorship of public welfare undertakings.
Organize and publicize the company's internal activities, maintain good relations with news organizations, and regularly plan outdoor language and image advertisements and online media publicity.
9. Human resource management training system: Establish a complete theoretical training mechanism, and professional trainers will conduct corresponding training according to different positions and ranks, so as to continuously improve the business literacy of enterprise employees.
Resource allocation: according to the actual needs of the company's operation, it is an important resource for the company's development to reasonably control and allocate personnel in various positions and give full play to the potential of employees.
Performance appraisal: establish a complete performance appraisal system, evaluate employees' work attitude, professionalism, performance evaluation and management efficiency, reward the excellent and punish the poor, and ensure the overall manpower of the team with quality.
Incentive system: provide excellent employees with good treatment, create a good working environment, organize overseas study with humanized management, select star personnel, highlight image awareness, adopt a monthly reward cycle, constantly mobilize employees' work enthusiasm and give sufficient room for innovation.
Welfare treatment: formulate corresponding welfare treatment for corresponding positions. Good welfare treatment is a necessary condition for employees to grow and play in a cognitive enterprise.
10. Summary
The development of enterprises is inseparable from the effective management and application of talents and capital. Establishing corporate image with brand and standardized management, providing customers with high-quality products and services and winning the recognition of consumers are the core of enterprise development. It is believed that through effective management and the matching of corresponding systems, it will be demonstrated and adjusted in the process of continuous development, so that enterprises will move towards the road of healthy and stable development. Only when there is a goal can there be development. I believe that through reasonable improvement, enterprise capital will be able to operate efficiently and orderly.
There are many paths for enterprise development, but management can never be ignored. Only when all links are handled well and management is in place can such an enterprise have the potential and strength for development. These are things that can never be ignored. It goes without saying that enterprise management is the most important, but it is easy to make all kinds of mistakes in management, so we must work hard!
The second part of catering marketing plan
Judging from the present situation of xx catering industry, xx is a private restaurant that deals with xx Fujian and Vietnamese specialties in the eyes of consumers, and it is unique in the decoration style and taste of dishes in the same industry. The profoundness of xx Fujian and Vietnam cuisine and the affinity of the name of xx private restaurant highlight the theme of this marketing activity-a strong catering culture atmosphere drives a strong catering promotion atmosphere. A series of theme activities run through the whole promotion activity and interact with the target consumers to achieve the ideal promotion effect. Xx private restaurant marketing implementation details:
The First Shock Wave: Media Convergence
Advertising strategy is very important for the success of any activity planning. According to the effective arrival rate of xx advertisements, the order is: newspapers, leaflets, outdoor, radio, television and Internet. Therefore, the advertising density ratio of this activity is: newspaper 30% leaflet 20% outdoor/KOOC-0/5% broadcast/KOOC-0/5% TV/KOOC-0/0% network/KOOC-0/0%. Turn over an advertisement and bomb.
Suggested media: Straits Metropolis Daily; Outdoor and bus stop signs; Traffic radio literature and art channel; Xx TV station; Since the opening of xx, the Fujian hotline has taken the business purpose of the whole restaurant as the main line of publicity, with the restaurant's service to guests, the cultivation of staff's service quality, the requirements of food quality and the customer's feedback to the restaurant as the auxiliary publicity, and has appeared in the media. It kicked off the promotion.
Strategic focus: 1, try to appear in the media in the form of non-advertisement, preferably in the form of newspaper or newsletter. 2. Try to describe the publicity content in the tone of a third party, so that readers have credibility, and the publicity content fed back by consumers can be better based on the experience of real customers. May wish to list the customer's name, work unit, etc.
The second shock wave: launching a series of marketing activities.
General principles of marketing activities:
Caring for society and being enthusiastic about public welfare undertakings; Reliable product quality, standardized service and rich corporate image; Enhance customer trust and learn more about xx private restaurant.
Subject 1: Implementing "Customer Satisfaction Project"
Through TV stations, newspapers, radio stations and other media, especially in the form of news, all-round reports will be made to enhance the visibility and reputation of the brand "xx Private Restaurant".
1. Sign a quality guarantee with the supplier;
2. For catering insurance;
3. Carry out a series of activities with the theme of "Tell me your troubles", so that consumers can write down all kinds of troubles encountered in the catering process and find solutions, which not only promotes consumption, but also enhances the brand image and accumulates valuable consumption information;
4. Implement the membership card points system.
Affinity and enthusiasm:
1. Gifts: Restaurants should have special small craft gifts to make customers feel that they can enjoy the advanced atmosphere and get amazing gadgets when dining in xx. It can not only play a propaganda role, but also improve our level. In the distribution, gifts can be matched according to the consumption level, but special people need to be responsible.
2. Establish and collect tourist files, such as birthdays of leaders of municipal committees, company anniversaries and leaders' wedding anniversaries, and then send out congratulatory letters in advance to strengthen contact with diners, so that we can have a group of stable customers. It can be calculated that if there are 5000 tourist files and there is a dining opportunity once a year, there will be 5000 times a day = 13.8 times, and the attendance rate will be one fifth, so there will be 2-3 tables of tourists every day.
3. After-meal service: After the meal, in addition to gifts and coupons, guests can arrange one or two people to wash their cars for free (with meal coupons or other procedures). Although it is a small matter, it can reduce a lot of trouble for the guests, thus increasing the impression of the guests and creating better benefits for the hotel.
Theme 2: Implementing the "Catering School" Project
Advantages of opening a catering school:
(1) Limited reduction of customers' misunderstanding of merchants and products (catering), and effective suppression of rumors that are not conducive to product marketing effect and corporate image.
2. Let customers have more opportunities to become participants, and let them feel valued and admired by xx private restaurant, so as to tie customers' hearts well.
(3) Let our customers have more face than other catering businesses, and well satisfy customers' desire to know about catering products.
(4) It creates more topics for consumers to know about catering products, and discusses social hot issues or corporate topics, which has great publicity and dyeing power for advertisements of products and business culture, because the contents expressed in this way are all good word of mouth and form a favorable external environment. Content:
1. Launch the "xx Private Restaurant" Cup Catering Forum and essay-writing activities;
2. Consumers become members of the "xx Private Restaurant" catering club and enjoy some preferential activities;
3. Open the "xx private restaurant catering hotline" to solve the difficult problems of consumers.
Invite the media, consumers and suppliers to discuss in depth some problems existing in catering and put forward effective solutions, so as to improve the reputation and influence of xx private restaurant in the industry, increase consumers' awareness and loyalty to the brand of xx private restaurant and attract potential consumers.
Theme interaction:
1. Activity plan: The advertisement essay for xx private restaurant (June-July) will be jointly sponsored by writers' association or advertising association and the market consumption department of Changsha Evening News, and the core concept of "xx private restaurant advertisement" will be published in Changsha Evening News, which will help the rapid spread of "xx private restaurant advertisement" and make consumers pay more attention to xx private restaurant through the extensive participation of consumers and potential consumers. This essay activity can also improve the cultural taste of xx private restaurant, which has a positive role in promoting the occupation of market and consumption of xx private restaurant.
2. Activity plan: Choose the favorite restaurant of xx people. Objective: To metaphor the characteristics of xx and enhance the popularity of the restaurant. Interactive form: In cooperation with xx Catering Association, list 65,438+00 famous restaurants and special restaurants in xx area, let consumers vote through SMS and website, and select the lucky ones to present prizes.
3. Activity plan: collect the names of xx special dishes. Purpose of the activity: to create news effect and highlight the characteristics of restaurant dishes. Interactive form: list the main ingredients, main ingredients and practices of xx's main specialties in the media. Let consumers give appropriate names of dishes according to their colors, smells and tastes. And once the restaurant has adopted this dish, it has always used the name of the dish. And set up an award to reward participants or consumers who won this award for free consumption of this dish in xx in the future.
4. Activity plan: Collecting xx diners' favorite dishes Purpose: To create news effect and highlight xx's attention to consumers. Interactive mode: collect xx diners' own special dishes or favorite dishes through various media, ask for originality, and pay attention to certain nutritional balance factors and cooking feasibility. The finalists can get prizes and real dishes made by xx. Moreover, the finalists have the right to name or give away the dish for free.
Theme 3: 3 15 consumer through train (March)
Content: Design a consumer questionnaire and publish it in the newspaper. Any consumer who cuts out this form and fills it in correctly can use it as a coupon for spending in xx private restaurant, and send it back to the newspaper with the form and ID card to participate in the lucky draw, draw 100 lucky consumers and hold a consumer association. Strive to create a positive social impact and drive consumption around March 15.
1, inviting the media to interview in xx private restaurant;
2, 3 15 newspaper reports;
3. Continue to promote soft articles.
News reports about xx private cuisine restaurant make more and more people hear the name and products of xx private cuisine restaurant, but the in-depth understanding of xx private cuisine restaurant is not enough. At this time, the mainstream media (Straits Metropolis Daily) should make in-depth reports on the start-up, growth and development of xx private restaurant, and show consumers a true, vivid and concrete image of xx private restaurant.
Theme 4: 3. 15 Integrity Consumption Day (March)
Publish the news of looking for "good faith witness ambassadors" in soft text, hire 3 15 consumers as "good faith witness ambassadors", and issue "good faith witness ambassadors" certificates to implement the good faith project.
Theme 5: Reward the champion of the college entrance examination and comfort the heroic mother (July, August and September)
Every year, the college entrance examination is a hot topic, and the champion of the college entrance examination is a hot spot among the hot spots. We should take this opportunity to promote the brand, go deep into people's lives, and embody the enterprise spirit of "serving the society" in xx private restaurant. From rewarding the champion of the college entrance examination to comforting the heroic mother, to excavating the typical example of hard study, one level is deeper than the other. If we can make a detailed planning plan, we will certainly have unexpected results.
1, pre-publicity, holding a press conference to attract media attention;
2. Co-sponsorship with or support from the education department or foundation association;
3. Select 1 top scholar of arts and sciences in key cities, and each person will be rewarded with 654.38+million yuan, and an award ceremony and press conference will be held in xx to reach a number of talents training or employment intentions;
4. The company brought condolences to comfort the heroic mother and accompanied the follow-up interview;
5. Dig the title of touching theme xx and report it in the special edition of Straits Metropolis Daily;
6. Promote the corporate culture of respecting knowledge and reusing talents in xx private restaurant, and make in-depth reports.
Theme 6: Ideal Brand in Consumers' Mind —— Consumer Selection Activities of Food Festival
After the selection results come out, it may cause industry shocks, so seize the opportunity in time to create news events that are beneficial to you.
Theme 7: Current Affairs Marketing-Looking for a Healthy Moon.
The Straits Metropolis Daily published a job advertisement for "Looking for a Healthy Moon", and the copy described the struggles and hopes of retired sisters when they were young from the perspective of their bosom friends. Welcome retired sisters to become business partners and jointly spread the healthy culture of catering. By recruiting Mrs. Healthy as the spokesperson of the restaurant and inviting her as the promoter-"Mrs. Healthy", the restaurant will be mentioned frequently as long as people talk about the female workers of Mrs. Healthy. It takes "healthy eldest sister-in-law" as the carrier and seizes the highest point of advertising communication, thus greatly expanding advertising communication.
I believe that in the near future, private restaurants in xx will lead the food storm in xx.