Take a look at this: With the increasing competition in the commodity economy and society, the marketing concept of tourism and catering enterprises has gradually developed from the original self-centered product concept, production concept and sales promotion concept to a marketing concept based on guest needs.

, there is even a "social marketing" theory that focuses on the longer-term development of catering enterprises, that is, catering enterprises should not only focus on immediate economic benefits, but should also pay attention to their social benefits, focusing on establishing the overall image of the catering enterprise itself and

long-term benefits.

As an important part of tourism enterprises, tourism catering enterprises are naturally affected. Various marketing methods are emerging one after another, and the marketing war is likely to intensify.

The so-called catering marketing not only refers to simple catering promotion, advertising, publicity, public relations, etc., it also includes a series of planned, organized and extensive activities carried out by catering operators to satisfy guests and achieve catering business goals.

Catering products and service activities.

It is not just some piecemeal catering promotion activities, but a complete process.

Catering marketing is carried out in a constantly evolving marketing environment. Therefore, in order to adapt to changes in the marketing environment and seize opportunities, marketers should formulate corresponding marketing plans.

First of all, the business direction of the catering enterprise should be determined and market research should be conducted to determine the business direction; then the market segmentation should be carried out in depth, competitors and situations should be analyzed, and marketing goals should be determined; then products and services, sales channels, prices and marketing should be studied and decided.

Strategy; and specific implementation plan and financial budget, and through a period of implementation, based on information feedback, timely adjustment of business direction and marketing strategy, and finally achieve the goals of guests (people), price (price), performance (performance), products (

The best combination of product, packaging, promotion and many other factors.

Generally speaking, catering companies can consider the following aspects and adopt corresponding marketing methods, such as advertising marketing, publicity marketing, menu marketing, personnel marketing, restaurant image marketing, telephone marketing, public relations marketing and special marketing activities.

The following article further elaborates on the above aspects.

Advertising marketing is a marketing tool used to promote or promote to the catering public or potential guests in a specific catering market by purchasing the space or time of a certain promotional medium. It is a commonly used marketing method in the catering industry.

The limitations of the old saying "The aroma of wine is not afraid of the depth of the alley" has been recognized by more and more people.

Therefore, advertising is an indispensable and important means in catering marketing.

Catering advertisements can generally be divided into the following types: TV advertisements are characterized by fast communication speed, wide coverage, and rich and colorful expression methods. They can use audio, video, text, color, and movement at the same time. It can be said to be a highly infectious form of advertising.

However, this method is expensive, labor-intensive and time-consuming to produce. It is also limited and affected by factors such as time, broadcast channel, and storage. Information can only be communicated passively in one direction.

Generally, 7:30 to 10:30 in the evening is considered the best time for advertising, but the cost is also quite high; and when businesses are now happily competing for "prime time" and "prime time",

During the advertising war, the audience passively accepted too many visual advertising stimuli and had too high expectations for the product. Once they "follow the pictures" in real consumption, they suffered from some false advertisements, but instead

There is a sense of distrust in catering products that are heavily advertised; there are also cases where untimely or shoddy advertisements cause people to feel bored and rebellious, which is contrary to the original intention of the advertisement.

Radio advertising is a form of catering advertising suitable for local or surrounding consumer groups.

Its characteristics are: lower cost, higher efficiency and strong popularity.

Generally, the audience can be stimulated to participate through hotline on-demand, invited guest dialogues, song-demand stations, etc., thereby enhancing the advertising effect.

However, this method also has many shortcomings, such as: the means of communication are limited by technology; it is not informative and visible; the method of expression is single; it is passively receptive, etc.

Advertisements in newspapers and magazines. This type of advertisement is suitable for catering advertisements such as food festivals, special events, and small packages. You can also publish some coupons for readers to cut out and use the coupons to enjoy preferential catering services.

This method has the advantage of information and low cost, but it has poor image, slow dissemination speed and small advertising scope.

For example, the restaurant's internal promotional materials can print some exquisite regular catering activity catalogs to introduce various catering and entertainment activities this week or this month; it contains the type, level, location, phone number, number of seats in the restaurant, and restaurant services.

Exquisite brochures with details such as the method, meal opening time, and introduction of various special dishes; specially made "mini menus" that guests can take away as souvenirs; various small and exquisite "weekend champagne lunches" and "children's set meals" with pictures and texts

" and other introductions, etc., place them next to the elevator of the restaurant, at the door of the restaurant, or at the front desk, etc. for guests to pick up.

Telemarketing refers to the two-way communication between catering marketers and guests over the phone.