Catering Marketing Program Part I

Entertainment and catering business management is very important, a lot of these things are in the constant fumbling, slowly began to understand, these are all the facts that must be passed through in the growth. Inevitably, there will be a lot of mistakes in the growth, so our country's entertainment and catering management have had a lot of mistakes, but these are the past, our catering and entertainment business management are in constant progress!

With the development of China's market economy in depth, the domestic service-oriented business development model will be in line with the world's advanced management model. For the domestic enterprise service consciousness, management experience is weak, the expansion of consciousness is not strong, so far there is no real industry brand and industry standards, not to mention the formation of industry monopoly "oligopoly", who may become the industry norms maker. In the face of such a special market, who first find the market positioning, and do the strategy to win, who will win business opportunities, success.

1. In view of the above, the purpose of this plan is to find the market positioning, and on this basis to formulate the development strategy, management recommendations and model points, so as to achieve a healthy and smooth development of the enterprise.

2. Business projects and market positioning

Business projects: the investment management group will be - entertainment and catering chain management, beverage and food agency sales, economic hotel chain management, cultural communication planning and other diversified related projects as the main business approach, so as to lay a solid foundation for future development. We will lay a solid foundation for the future development of the company.

Market Positioning: The Investment Management Group will take Jiangsu Province as the main development platform, based on the Yangtze River Delta Economic Circle, the use of existing geographical, information, talent resource advantages, strong alliance, complementary resources, to achieve **** win. Timely introduction of appropriate types of products and services to meet the needs of different types of guests. Further expand the brand effect, so as to develop into a well-known domestic investment management group.

3. Create a sense of service

All exquisite service stems from the understanding of people and people, quality service is how to treat everyone kindly. Timely understanding of the needs of guests, quickly and accurately provide in place, into the concept of personalized service, so that guests get material and psychological satisfaction.

Promote service concepts, including: standardization, institutionalization, refinement, emotional, branding; so as to win market competition. In-depth understanding - people, is always the main body of service activities and the center, the need for others to consciously care.

4. Capital operation planning

The development and growth of enterprises can not be separated from the capital investment, effective and reasonable use of intangible and tangible capital stock, the use of reasonable ways to achieve the degree of capital appreciation.

a Effective market financing.

b Attract partners with good qualifications to join through the brand effect, output brand and talent resources.

c Joint venture, acquisition of valuable assets for integration and management.

d Reasonable control of gearing.

eReasonable expansion in cooperation with relevant well-known enterprises.

5. The establishment of standardized management

Standardization has now crossed the border, increasingly international, the realization of standardized management will obtain people, money, materials and time savings, so as to obtain the social and economic benefits. The establishment of standardized management is divided into software standardization and hardware standardization, standardization and personalization of a high degree of integration in order to have a high level of service.

Including: service standards, training standards, production standards, financial standards, engineering standards, safety standards, facility standards, marketing planning standards, organizational standards, standards to deal with complaints. According to the business requirements to establish the corresponding implementation of standards and procedures, so that all employees are fully cognizant of their responsibilities, so as to provide guests with a high level of service.

6. Establishment of administrative structure

Senior executives: the chairman of the group company, the executive director of the group company, the general manager of the group company, the deputy general manager of the group company.

Intermediate management personnel: executive director of finance, human resources director, public relations and sales director, director of engineering planning, project development director, general manager of the chain stores.

Basic management personnel: the sub-department managers, supervisors, foremen, consultants, clerks.

grass-roots staff: all departments, interns, temporary workers.

Staff at all levels according to job responsibilities, clear work content, effective communication between the upper and lower levels, and work together to achieve the group's various tasks.

7. Brand creation and corporate culture

Brand creation: good brand effect is a necessary element of the group management, will operate the brand according to the level of division of the corresponding management. The creation of the brand can be released through advertising holiday promotions, news media releases (soft advertising), network

media, targeted sponsorship of public welfare activities, the use of the corporate environment and facilities publicity, recommended spokespersons and the company to promote the language, the authority of the validity of the authentication by government agencies and industry organizations, such as the form of external releases. At the same time, combined with standardization, humane management concepts to form a personal experience of consumers, resulting in a gratuitous brand publicity effect.

Corporate image design: corporate brand pattern, logo design. Highlight the visual impression, the production of membership cards and publicity pictures, uniform style and color design, supplies and utensils of the unified production, unified business premises overall design style is also one of the elements of the creation of the brand.

Corporate culture: the enterprise to employees as the core, the use of incentives, so that practitioners to the implementation of service concepts and standards for the first, the management of the enterprise's ideas and entrepreneurial spirit to experience the future direction of the development of a deep understanding of the understanding and recognition of the staff so that each employee is fully aware of their own value, so that they feel the benefits of the enterprise's growth and development of the staff's sense of pride. At the same time to encourage the staff's sense of innovation, because innovation is the driving force of enterprise development. Strengthen the team consciousness education, with the management system to constrain the staff, strengthen their own cultivation, abide by the industry's code of ethics. Unify the whole team's thinking, deepen the sense of competition with the right guidance.

Corporate image design: corporate brand patterns, logo design. Highlight the visual impression, the production of membership cards and publicity pictures, uniform style and color design, supplies and appliances uniform production.

8. Marketing strategy and public relations planning

Marketing strategy: through the investigation and analysis of the market to develop the appropriate marketing content, for different customer groups to integrate the advantages of existing resources, publicity and promotion, customer satisfaction determines the success or failure of the strategy. Strengthen the establishment of full sales awareness, so that every guest has become our invisible sales team.

Marketing strategy includes the design of sales content, strong selling points, understanding of other competitors' information and comparative analysis, sub-establishment of customer files, regular visits, organizing networking activities, holiday promotions, collecting guests' opinions. At the same time, we improve the training of marketing staff's professional quality, sales techniques, professional knowledge and skills, and positive work attitude. So that they become a favorable weapon to promote the external image of the enterprise.

PR planning: first of all, we should understand the background of the industry, give an effective analysis, and evaluate the effect. Forms include participation in public **** activities with a certain sensational effect, newsworthy conference, public figures, people's visits, participation in the relevant popular information reports, many enterprises, government departments and other industry groups to support and recognize the sponsorship of public welfare and so on.

The company's internal activities to organize the public information, to maintain a good relationship with the news organizations, regular outdoor language image advertising planning, network media publicity.

9. Human resources management training system: the establishment of a complete theoretical training mechanism, according to the different positions and grades by the professional training staff to carry out the appropriate training, so as to continuously improve the business of the enterprise practitioners of business literacy.

Resource allocation: According to the actual needs of the company's operations, the reasonable control of the distribution of personnel in various positions, give full play to the potential of employees, and become an important resource for the development of enterprises.

Performance appraisal: establish a complete performance appraisal system to assess employees' work attitude, professionalism, performance evaluation, management efficiency and other aspects of the assessment, to reward the best and punish the worst, so that the team's overall manpower has a qualitative guarantee.

Incentive system: to provide good treatment of outstanding employees, create a good working environment, humane management, organization of study tours, selection of star personnel, highlighting the image of consciousness, to the monthly incentive cycle, sustained mobilization of employees' enthusiasm for work to give the full scope of innovation.

Welfare benefits: for the corresponding positions to develop the appropriate welfare benefits, good welfare benefits is to allow employees to have a cognitive enterprise growth and play the necessary conditions.

10. Summary

The development of enterprises can not be separated from the talent and capital, effective management and utilization. Brand and standardized management to establish a corporate image, to provide guests with high-quality products and services, to win the recognition of the majority of consumers, is the core of enterprise development. I believe that through effective management and the corresponding system of supporting, in the continuous development process to be demonstrated and adjusted, so that the enterprise towards a healthy and stable development of the road to growth. There will be development only if there is a goal, and I believe that through reasonable improvement, the enterprise capital will be able to operate efficiently and orderly.

There are many ways to develop the enterprise, but the management can never be ignored, only all aspects are handled well, in the management to do a very good job, so that the enterprise has the potential to develop and develop the strength of the next, these are things that can never be ignored. The management of the enterprise is the top priority, these are needless to say, but in the management of the time is prone to a variety of mistakes, so we must work!

Dining Marketing Program Part II

According to the current situation of the xx catering industry, xx in the minds of consumers is a private restaurant operating xx Min Yue specialties, whether from the style of decorating and taste of the dishes in the same industry belongs to the unique. xx Fujian and Yue dishes of the depth and depth of the name of the private restaurant xx affinity more highlights the importance of the restaurant's name. The affinity of XX Private Cuisine highlights the theme of this marketing activity - a strong food and cultural atmosphere leading to a strong atmosphere of food and beverage promotions. A series of thematic activities throughout the promotional activities to maximize the interaction with the target consumers to achieve the desired promotional effect.

xx private dining room marketing implementation rules:

The first shockwave: media integration

The success of any event planning, advertising strategy is very important, according to the xx advertising advertising effective arrival rate, the order is: newspapers, flyers, outdoor, radio, television, network. Therefore, this activity advertising density ratio is: newspaper 30% flyers 20% outdoor 15% radio 15% TV 10% network 10%. The advertisements will be bombarded in turn.

Suggested media: "Straits Metropolis Daily"; outdoor, bus stops; traffic radio literary channel; xx TV; Fujian Hotline to xx since the opening of the entire restaurant's business purposes as the main line of publicity, through the restaurant's service to guests, the development of the quality of staff service, the quality of the food requirements, as well as the customer's feedback on the restaurant's views as a secondary publicity, appeared in the media. And for the announcement of the promotional activities kicked off.

Strategy focus: 1, as far as possible in the form of non-advertising in the media, in the form of this newsletter or newsletter is preferred. 2, as far as possible with the third party tone of narration of the content of this promotion, so that readers have credibility for consumer feedback on the publicity of the content of the real customer experience is preferred. You may want to list the customer's name, work unit and so on.

The second shockwave: a series of marketing activities

General principles of marketing activities:

Concern for the community, enthusiastic about public welfare; product quality and reliable, standardized service, rich corporate image; to enhance the customer's trust in order to better understand the XX private dining room.

Theme 1: Implementation of the "consumer satisfaction project"

Through the television, newspapers, radio and other media, especially in the form of news to carry out a full range of reports, in order to enhance the "xx private dining room" brand awareness and public reputation. Credibility.

1, signed with the supplier of quality assurance;

2, to the catering insurance;

3, to carry out a series of activities on the theme of "tell me your troubles", so that consumers write down the catering process encountered all kinds of trouble, and think of ways to solve it, so that not only play a role in promoting consumption, but also to enhance the brand image. Enhance the brand image, and the accumulation of valuable consumer information;

4, the implementation of the membership card points system.

Affinity for hospitality:

1, giveaways: food halls should have characteristics of small crafts giveaways, so that customers feel to xx dinner, in addition to enjoying a high-level atmosphere, but also to get the heart of the strange gadgets. It can not only play a promotional role, but also improve our grade. In the issuance can be based on the consumption of high and low, giveaways with it, but need to be responsible for a person. Can be calculated in this way, if the establishment of 5000 source files, a year with a dining opportunity, 5000 ÷ 360 = 13.8 times a day, the probability of being seated on one-fifth, then every day there are 2-3 tables of sources.

3, after-dinner service: after the meal, guests in addition to gifts, coupons, arrange for one or two people for guests to wash the car free of charge (with a meal coupon or other formalities) is small, but it can reduce a lot of trouble for the guests, in order to increase the impression of the guests to the better for the hotel to create benefits.

Theme 2: Implementation of the "Catering Academy" project

The advantages of setting up a catering academy:

①, limit the reduction of customer misunderstandings of the business and products (catering), effectively compressed the rumors of damage to the product marketing effect and corporate image.

②, so that customers have more opportunities to become a participant, so that they feel valued and adored by the xx private dining room, which can be very good to bolt the hearts of customers.

③, so that our customers have more face than other catering business customers, very good to meet the customer's great need to understand the desire of catering products.

④, for the consumer group to create more awareness of the topic of catering products, as well as the discussion of hot social issues or business topics, for the product and business culture of the advertisement has a lot of dyeing power, because the content of this way of expression are very good word of mouth, the formation of a favorable peripheral environment. Content:

1, to carry out "xx private dining room" cup dining forum and essay activities;

2, consumers become "xx private dining room" dining club members, enjoy some preferential activities;

3, The opening of "xx private dining restaurant catering hotline" to solve the difficult problems of consumers.

Invite the media, consumers and suppliers, on the catering of some of the problems, to do in-depth discussions, and put forward effective solutions to improve the xx private dining room restaurant in the industry's reputation and influence, to increase consumer awareness of the "xx private dining room" brand and loyalty, but also to attract potential consumers.

Theme interaction:

1, activity program: xx private dining room advertising slogan essay (June - July) to ask the Writers' Association or Advertising Association and Changsha Evening News market consumer department jointly organized, in Changsha Evening News released "xx private dining room advertising slogan" this core concept of advertising slogan essay, the advantage of the evening newspaper. The core concept of the advertising slogan will be published in the Changsha Evening News, which will facilitate the rapid dissemination of the advertising slogan of "xx Private Cuisine Restaurant", and make consumers pay more attention to xx Private Cuisine Restaurant through the extensive participation of consumers and potential consumers. This essay activity can also improve the cultural taste of xx private dining room, xx private dining room to occupy the market and consumption has a positive role in promoting.

2, the activity program: the selection of xx people's favorite restaurant activity purpose: allude to the characteristics of xx, and enhance the popularity of the restaurant interactive form: and xx restaurant association cooperation, listed xx more famous 10 restaurants with characteristics of the hotel restaurant, so that consumers through the cell phone text message, the website of the participation of the way to vote, and from which to draw the lucky ones to give prizes.

3, the activity program: the collection of xx special dish name activity purpose: to create news effect, highlight the characteristics of the restaurant dishes. Interactive form: in the media listed xx main specialties of the main ingredients, main ingredients and practices. According to the color, aroma and taste, consumers will be asked to give a suitable name for the dish. And once the restaurant adopts the name, the dish will continue to follow the name of the dish adopted. And set up awards to reward participants or later for the winning consumers to xx consumption of this dish are realized free of charge.

4, the activity program: the collection of xx diners favorite dishes activity purpose: to create a news effect, highlighting the importance of xx to the consumer interaction: through a variety of media to the public collection of xx diners their own special dishes or favorite dishes, the requirements of originality, to pay attention to the nutritional balance of certain factors and the feasibility of cooking production. The finalists will be awarded prizes and the actual dishes will be made by XX. And the finalists have the right to the title of this dish or free rights.

Theme 3: 3-15 consumer through train (March)

Content: design consumer survey form published in the newspaper, where consumers cut this form to fill out correctly, can be used as a coupon to xx private kitchen consumption, and with the form and ID card sent back to the newspaper to participate in the lottery, the draw out of the hundred lucky consumers, the convening of the consumer association. Trying to create a positive social impact before and after 3-15, driving consumption.

1, invite the media to xx private dining room interview;

2, 3-15 newspaper reports;

3, continue to soft article publicity.

The news coverage of xx private dining room, so that more and more people hear the name and products of xx private dining room, but not enough in-depth understanding of xx private dining room. At this time should be through the main media ("Straits Metropolis Daily") launched on the xx private kitchen restaurant business, growth, development of in-depth reports, a real, vivid, specific xx private kitchen restaurant image to consumers.

Theme 4: 3-15 Honest Consumption Day (March)

Through the soft form of the release of the news of the call for "honesty witness ambassadors", to hire 315 consumers as "honesty witness ambassadors", issued by the "honesty witness ambassadors", "honesty witness ambassadors".

Theme 5: reward the top students comfort hero mother (July, August, September)

Every year, the college entrance examination is a hot topic, the top students are hot in hot spots. We should take this opportunity to publicize the brand, in-depth people's lives, reflecting the xx private dining room "service society" spirit of enterprise. From the award to comfort the mother of the heroes, has been to dig hard to learn the typical, a level than a level deep, if you can do a good job of meticulous planning programs, will be able to play an unexpected effect.

1, pre-publicity, held a press conference to attract the attention of the media;

2, with the education sector or the Foundation Association co-sponsored, or to obtain its support;

3, in the key city to select the arts and sciences scholar, each awarded 1,000 yuan, the awards ceremony held in XX and the press conference, and to reach a number of talent training or hiring intentions;

4, the company with gifts to comfort the hero mother, accompanied by tracking interviews;

5, digging touching subject matter xx title in-depth in the "Straits Metropolis Newspaper" special edition features;

6, publicize the xx private dining hall respect for knowledge, the reuse of talent corporate culture and in-depth reports.

Theme six: the ideal brand in the minds of consumers - food festival consumer selection activities

After the results of the evaluation, it is possible to cause shock in the industry, timely grasp of the opportunity to create news events in their favor.

Theme 7: Current Affairs Marketing - Sincerely Hiring Healthy Sister-in-Law

In the Straits Metropolis Newspaper, a job advertisement "Sincerely Hiring Healthy Sister-in-Law" was published, in which the retired sisters' perspective as confidantes recounted their youthful struggles and hopes. Welcome retired sisters to become business partners, *** with the dissemination of food and beverage health culture, through the recruitment of health sister-in-law as the restaurant spokesman, and at the same time to ask the sister-in-law to be the promotional staff - "health sister-in-law", as long as people talk about the health sister-in-law female workers, the restaurant will often be The restaurant will often be mentioned whenever people talk about Mrs. Healthy. With the "healthy sister-in-law" this carrier, seize the advertising communication of the highest point, so that the spread of advertising has been greatly expanded.

I believe that in the near future xx private dining room will lead the xx food storm.