As the development trend of Internet in recent years, micro-marketing has brought profound changes to marketing. The following is a brief analysis of the micro-marketing strategy of catering enterprises according to the food culture papers I collected, hoping to help you!

This paper first expounds the concept and characteristics of micro-marketing, then analyzes the present situation and existing problems of traditional marketing in catering enterprises, and then expounds the role of micro-marketing in catering enterprises with Weibo. Finally, the micro-marketing in today's era is summarized and the conclusion is written.

Keywords: traditional marketing function of micro-marketing in catering enterprises

introduce

In today's world, with the rapid development of network information technology, consumers' values are constantly changing, business competition is becoming increasingly fierce, and the marketing means of enterprises are gradually moving towards networking. Food is the most important thing for the people, and catering enterprises have always been a very prosperous industry. Many catering enterprises are developing day by day and the competition is fierce. As a pillar industry in China's tertiary industry, catering enterprises have been playing an important role in social development and people's lives, especially in recent years, China's catering industry has also shown a rapid growth momentum and become one of the "hot" majors [9]. Coupled with the birth of many mass media, catering enterprises have turned to micro-marketing, a new consumer gathering place. However, the marketing ideas of many operators is still very old, and their business methods are still above the old traditional marketing. With the rapid development of information technology, the operation of catering enterprises can not be separated from network marketing, and micro-marketing is a good method of network marketing. Starting with the traditional marketing of catering enterprises, this paper expounds the role of micro-marketing in catering enterprises.

1 The concept and characteristics of micro-marketing

1. 1 the concept of micro-marketing

Ma Yun, the founder of Alibaba, once said in the early days of Internet development: "The Internet will change people's lifestyles". Now, a slogan has come true. According to the latest statistics, there are more than 200 million netizens in China, and the sales realized through the Internet are about 400 billion RMB [1]. Nowadays, with the rapid development of network information technology, consumers' values are constantly changing, business competition is becoming increasingly fierce, and the marketing means of enterprises are gradually moving towards the network. A recent report by Deloitte, a world-renowned consulting firm, pointed out that in 20 1 1 year, new media forms represented by mobile internet and social media made an unprecedented breakthrough in marketing accuracy, and 20 12 year will be the outbreak year of corporate social networking sites, and social media marketing will be favored by catering enterprises [1/kloc-]

Network marketing came into being in the 1990s, and developed from the end of the 20th century to the present. Enterprises should know how to make use of the advantages of modern Internet to cater to the wave of Internet development, conform to the principle of "keeping constant while changing" in this change, and grasp the principles of micro-marketing and seamless docking in every marketing link. I believe that such enterprises will be able to get out of the differentiated way of survival and create their own original business model [7].

In recent years, the word "micro" has gradually penetrated into our lives, relying on the power of micro, from the initial "Weibo", "micro-topic" and "micro-novel" to the recent popular "WeChat" and "micro-movie", and a new "micro-marketing" business model has gradually extended invisibly. Food is the most important thing for people, and many catering enterprises are developing day by day, and the competition is becoming increasingly fierce. In the information age, catering enterprises must operate well through the network, and micro-marketing is a good network marketing method.

Micro-marketing is a network marketing method based on WeChat, micro-video, Weibo and other communication platforms, which enables enterprises to display brand image, community theme activities, customer interaction and information release in real time, guide customers to actively participate in the whole process of business activities, and help realize marketing goals [2]. Micro-marketing is a modern marketing method with low cost and high cost performance. It takes the mobile Internet as the main communication platform, cooperates with mass media and traditional online media, establishes, strengthens and transforms customer relationships through continuous, manageable and strategic online and offline communication, and realizes customer value. Micro-marketing is actually a mobile network micro-system, which includes Weibo, WeChat, Microfilm, QR code, public platform and company micro-mall.

1.2 characteristics of micro-marketing

(1) is efficient and convenient. Micro-marketing is characterized by "short, clever and fast", and its release content is concise and clear, which can meet the needs of micro-audiences to obtain information quickly and fragmentarily anytime and anywhere.

(2) High accuracy. Micro marketing emphasizes the participation of more users. In this process, the massive user information shared by Qunzhi enables enterprises to locate user needs more effectively, so as to carry out more accurate marketing communication.

3 speed is fast. The spread of "fragmentation" conforms to the information consumption habits of many social media users, enabling marketing information to be delivered to consumers quickly and efficiently. But at the same time, it is easy to be submerged in the ever-changing information ocean, so the requirements for creativity and activity mechanism design are very high.

(4) High interactivity. From the perspective of all media, interaction is the most prominent feature of micro-marketing. Micro-communication and micro-marketing are more about establishing the relationship between people, brands and audiences through the interaction and infiltration of links. Through this highly interactive communication mode, a wet and sticky customer relationship has been established.

(5) High spreading force. Weibo has a wide spread, wide audience coverage and high brand exposure, which can be regarded as a brand radio station. On the other hand, WeChat launched a "telephone" service for the brand. When the brand is paid attention to successfully, it can have a dialogue with the arrival rate of almost 65,438+0,000%, and its interactive communication ability far exceeds that of Weibo.

6. High cost performance. Compared with the expensive marketing expenses of traditional media advertisements, micro-marketing provides a low-cost communication platform, which is more humane and full of human feelings, and can better connect enterprises and micro-audiences, thus establishing a good micro-customer relationship and achieving good marketing results with minimum marketing expenses. Micro-marketing advocates integrating various marketing resources through the interaction between virtual and reality, and establishing a lighter and more efficient marketing chain, including R&D, products, channels, markets, brand communication, promotion and customer relations. The cost invested by operators is very small, but it can achieve marketing and service effects.

2 catering enterprises, the status quo and problems of traditional marketing

2. 1 Current situation of traditional marketing in catering enterprises

Traditional marketing is the combination of 4P marketing, which is synonymous with Product, Price, channel and Promotion. There are strict restrictions on time, space and the media platform of marketing work. With the development of the times, this limiting factor has become a model of "standing still" [6]. At present, in the traditional marketing of catering enterprises, the four main points of 4P marketing mix also include the following points.

(1) catering products

Including catering product entities, catering services, product packaging and catering brands. The entities of catering products include the quality and style of restaurants and dishes provided by catering enterprises, the benefits provided to customers, guarantees and permission to change dishes, in which restaurants include buildings, decorations, decorations and facilities. The catering service consists of all relevant intangible services provided by catering enterprises, including pre-meal, in-meal and after-meal services, as well as intangible feelings such as the sound, smell and temperature of the restaurant. Its product attributes also include quality and form, which guarantees the interests of customers, but does not include returns.

② Catering price

Including menu price, discount price, payment method, payment term and credit terms. Menu price refers to the normal price approved by catering enterprises according to the cost or expected profit rate. Discount price is usually a preferential price given to old customers, important customers or large customers who buy in bulk. The payment methods of catering customers usually include cash, credit card, check and signing deferred payment. Usually, it is necessary to make provisions or agreements on deferred payment for the payment period set by the signing customer. In catering marketing, there should be certain conditions for providing credit to customers who sign bills. Only by conducting credit investigation can we provide them with the right to sign bills.

③ Catering sales channels

Including marketing channels, market location, inventory and transportation. As long as the marketing channels of catering enterprises are direct sales channels that provide on-site cooking products and food-aid services, other channels can only play an auxiliary role. Market positioning refers to the geographical location and market coverage of restaurants in catering enterprises. Inventory includes facilities to control and store raw materials, semi-finished products, a small amount of finished products and inventory, and transportation includes transportation equipment and food delivery in restaurants.

(4) Catering promotion

Including catering advertising, catering staff sales, catering business promotion, catering enterprise public relations activities, catering direct mail promotion. Catering advertising is paid publicity by using mass media. In the visitor and promotion activities of sales staff in catering enterprises, it is worth noting that all personnel involved in the catering service process also have promotion activities. The promotion of catering business is mainly to design and hold some activities to stimulate consumption. Public relations activities of catering enterprises are a means for catering enterprises to publicize or maintain their own image. They don't directly advertise and sell catering products. Direct mail promotion of catering is to send promotional materials to target customers by mail, so as to promote enterprises or catering products.

2.2 Problems in traditional marketing of catering enterprises

2.2. 1 The catering products are not clear.

At present, many catering enterprises still believe that as long as the products are good, they are not afraid of customers not coming to the door, and still adhere to the concept of "the fragrance of wine is not afraid of the depth of the alley". In particular, many "time-honored" catering enterprises rely on their own brand catering enterprises and ignore other places. Many enterprises stick to the rules and think that catering is selling vegetables, and the rest can be ignored. They all regard products as the core of their business, and catering operators spend a lot of time and energy in researching and developing products, so products are the place where many catering enterprises spend the most time and energy. Product is the most important, yes, but other aspects must also be taken into account. Because the products of catering enterprises not only include the quality and style of restaurants and dishes provided by catering enterprises, but also include buildings, decoration, decoration, facilities, corporate culture and services before, during and after meals. In the marketing of catering enterprises, only when catering product entities, catering services, product packaging and catering brands are fully developed with the help of micro-marketing, can we move towards the road to success.

2.2.2 Single catering sales channel

The traditional marketing work of catering enterprises is mainly to defeat neighboring catering enterprises and competitors. Their business goal is only one, that is, to beat their competitors, win in the market competition, and then occupy a dominant position in the region or market and make more money. In this case, many unscrupulous merchants will pursue interests in catering to obtain greater profits. As we all know, as long as we adhere to the correct operation mode and know how to innovate in business, we will naturally become successful competitors.

Catering enterprises do not pay attention to the long-term development of catering enterprises during the marketing period, and do not consider long-term returns. Operators of traditional marketing always want to be neutral in marketing even if the enterprise benefits. In the marketing period, short-term returns are usually the mainstay, and short-term benefits are emphasized, which will ignore the development of long-term benefits. To know that haste makes waste, the operators of catering enterprises should not only pay attention to immediate interests, but also focus on the long-term future, so that catering enterprises can maintain sustainable development.

In the process of sales, operators generally pay more attention to the marketing awareness of middle and senior employees, but they pay less attention to the marketing awareness of ordinary employees, such as propagandists who distribute leaflets and service personnel who provide food. Ordinary employees have the most contact with customers. It can be said that they are the facade of the whole catering enterprise, so they are the most front-end marketers, and they need to have the same marketing awareness.

2.2.3 Backward catering promotion methods

In the micro-marketing process of catering, promotion is its main core. The current management mode is to communicate with customers, listen to their voices and understand their needs, so as to run catering enterprises that are popular with customers. Traditional marketing of catering enterprises generally does not pay enough attention to other publicity methods, and operators always focus on single advertising. It is embodied in the following aspects.

(1) Opening promotion

When catering enterprises start business and attract consumers to try dishes in their stores, they will take the form of discounts to promote sales, which is a marketing means that both high-level and low-level catering enterprises will adopt. In the specific implementation, although the methods are different, they are all the same, and the main purpose is to attract customers' consumption. For example, ask waiters or part-time workers to distribute discount coupons, coupons and leaflets around the community. This method is a very common marketing method, but its influence area is small, and publicity generally stops in the surrounding small areas. Moreover, distributing leaflets everywhere and so on also requires a lot of human resources.

② Paper media publicity

The so-called paper media includes magazines and major newspapers in the city. For example, publish relevant discount and preferential information in relevant magazines or advertise for your own catering enterprises in local popular newspapers. The advantage of this method is a wide audience, but there are still many defects. First, the cost is high, and newspaper advertisements can only be published in soft articles and corresponding supplements; Second, the timeliness is poor, newspapers are available every day, and the advertisements of the day can only work on the same day, and the information released will soon be overwhelmed by the latecomers; Third, the effect is limited. Now the newspaper is full of advertisements, and its credibility is not as good as before. Fourth, the effect is not quantified, and a lot of money has been spent on large-scale advertisements, but it is impossible to count the customers who come to the store for consumption because of paper advertisements.

Television and radio food programs

This kind of publicity and marketing method is also commonly used in catering enterprises at present. For example, many TV and radio hosts will use local dialects to support their programs, making the audience feel that their neighbors and friends are recommending themselves, which makes the food recommendation programs less blunt and thousands of miles away, but more intimate.

3 the role of micro-marketing in catering enterprises

The traditional 4P marketing theory emphasizes product, price, channel and promotion, and catering enterprises believe that as long as these four aspects exist, marketing will be guaranteed. However, with the development of network and economy, the catering marketing environment has changed greatly, and the characteristics of personalization, rationalization, diversification and humanization of catering consumption have become increasingly prominent. The traditional 4P theory has shown some inadaptability in marketing practice. Therefore, the catering market introduces the updated 4C marketing theory and develops new marketing methods to adapt to market changes. 4C marketing of catering enterprises consists of four factors: customer, cost, convenience and communication, while micro-marketing of catering enterprises mainly starts from three aspects: customer, convenience and communication.

3. 1 Weibo Micro Marketing

In the era of rapid network development, micro-marketing is gradually integrated into the marketing of enterprises. Micro-marketing is a dialogue between you and customers and potential customers, while traditional marketing is a monologue to customers and potential customers. Weibo marketing, as one of the main marketing methods of micro-marketing, has brought good marketing effect to catering enterprises. According to the data released by Internet data organization DCCI, 72% of Weibo users will pay attention to the commercial advertisements in Weibo. Nearly 25% of users will pay attention to more than 10 official corporate accounts in Weibo; 34.3% of users use Weibo to obtain brand discount information [3].

Weibo is a broadcast social network platform, which shares short real-time information through attention mechanism. Weibo marketing refers to the marketing behavior that enterprises or non-profit organizations use Weibo, a new social media, to influence their audiences, and realize the functions of market research, product promotion, customer relationship management, brand communication and crisis public relations through the rapid dissemination, sharing, feedback and interaction of information in early Weibo [4]. With Weibo becoming more and more famous among netizens, the Weibo effect is gradually taking shape. Weibo will help advertisers better integrate other digital media, traditional media and other marketing methods, thus providing the maximum return on investment, which is also a win-win situation [10].

3.2 Let customers feel at home.

4C marketing method gives the important position of products to catering customers, who are regarded as the center of all business activities of catering enterprises. If catering enterprises want to succeed in marketing, they should care more about customers than products. This concept is embodied in two aspects: creating customers is more important than creating products, and satisfying customers' desires and requirements is more important than the performance and quality of catering products.

Let customers get a fixed emotional connection, so that customers can truly be loyal to a restaurant. Nowadays, young people's enthusiasm for Weibo undoubtedly provides a faster and more effective way for this emotional connection [8]. If the enterprise has a group of fans, but these fans only care about not talking, it is useless for the operation of the enterprise. News released by Weibo should be integrated into topics of interest to consumers. If we just promote it blindly, it will make Weibo boring. Therefore, the content of Weibo should increase the content of interaction with fans on the basis of daily publicity, and the most important link is to seriously reply to fans' messages and comments. Many companies only read fans' messages and comments, and rarely reply. Over time, fans will be too lazy to reply, so the Wechat business relationship between enterprises and fans will gradually disappear, and these fans will become a group of fans who can't talk. Fans run a lot of business. It's useless not to talk and not to interact. In Weibo, interaction is very important, which is the driving force for Weibo, a catering enterprise, to maintain its popularity. In short, if catering enterprises want to form a long-term micro-relationship with fans, they have to feel the fans' hearts and seriously reply to their messages.

Catering enterprises can also learn about their fans through Weibo. After having a certain number of fans, the enterprise can count the information of fans, including gender, age, birthday, hobbies and so on. In this way, they can send them personalized information, which can include birthdays or festivals, promotion notices, road reminders, comment reminders and so on.

3.2 Convenient sales channels

The so-called convenience refers to facilitating customers, safeguarding their interests and providing them with as many all-round services as possible. 4C marketing emphasizes that it is more important for catering enterprises to provide convenience for customers than to choose marketing channels. The principle of convenience runs through the whole process of catering marketing, that is, before purchase, during purchase and consumption, and after purchase.

Weibo can also become a convenient sales channel for catering enterprises. Catering enterprises can open an appointment system in the official Weibo, and consumers can directly make an appointment for dining tables, private rooms or food delivery services through Weibo. At the same time, catering enterprises can inform fans in a conspicuous position in the store or on Weibo that they have launched convenience services such as microblogging group purchase and ordering in Weibo. This not only facilitates the consumption process of consumers, but also simplifies the business procedures of operators. Catering enterprises launched group buying activities on Weibo, turning Weibo into their own group buying platform. Compared with group buying on the group buying website, micro-blog group buying can be initiated at any time, and there is no timetable. Discounts are set by catering enterprises themselves, and do not harm the brand; The payment arrived in time, and there was no account 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, trying to establish the relationship between customers and catering enterprises on the basis of common interests. Through communication to coordinate contradictions, integrate feelings and cultivate loyal customers, and loyal customers are the most ideal promoters of catering enterprises.

Weibo has built a faster, more effective and more interactive communication platform between catering enterprises and consumers. Good communication between catering enterprises and consumers in Weibo can enhance understanding and eliminate misunderstandings. For example, after the discovery of the bone soup blending incident, Haidilao made a statement in the Weibo as soon as possible, and cooperated with the media and relevant departments to investigate. At the same time, Zhang Yong, the boss, was honest with each other on his personal Weibo and was willing to accept public inspection and supervision. The honest, open, transparent and responsible attitude of Haidilao officials has won the tolerance and understanding of consumers and the media from the beginning. The public will also give the greatest tolerance to an enterprise that can correct mistakes and has a sincere attitude. Soon the incident will die down.

4 conclusion

"Innovative" and "effective" marketing tools change with the changes of the times and environment. From broadcasting, print media to television, and even today's network technology, communication methods and media platforms have actually kept pace with the times. More and more enterprises use micro-movies, Weibo, WeChat and other platforms for marketing, which fully reflects the insight of enterprises into the behavior habits of users or consumers and the adjustment of marketing methods with the times [5].

To sum up, micro-marketing is a development trend of the Internet in recent years, and marketers can't escape the profound changes that micro-marketing has brought to marketing. For the marketing of catering enterprises, micro-marketing has most advantages of traditional marketing, such as the multimedia characteristics of communication content, the communication is not limited by time and space, and the long tail effect brought by the precipitation of communication information. Micro-marketing can accurately target consumers, and its interactive features can narrow the distance between enterprises and customers. In public opinion control and market research, the big data characteristics of micro-marketing can help catering enterprises reduce costs, thus gaining the organizational power of low-cost organizations.

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