本文選題：“互聯(lián)網(wǎng)+” + 互聯(lián)網(wǎng)思維�。� 參考：《河北大學(xué)》2017年碩士論文

【摘要】：在互聯(lián)網(wǎng)技術(shù),設(shè)備,思維理念等強(qiáng)有力的支持下,人類世界進(jìn)入一個(gè)嶄新的時(shí)代,互聯(lián)網(wǎng)時(shí)代。各行各業(yè)包括餐飲業(yè)都在互聯(lián)網(wǎng)時(shí)代這個(gè)大背景下重新定位、轉(zhuǎn)型。在中央限制三公消費(fèi)后,中國(guó)餐飲市場(chǎng)擠掉了高端消費(fèi)的泡沫,開始回歸大眾消費(fèi)、理性消費(fèi)。寬味兒餐廳是保定東部一家中等規(guī)模中餐廳。和其他餐飲企業(yè)一樣,也面臨人力、房租、材料的價(jià)格上漲壓力。寬味兒餐廳的營(yíng)銷水平較低,研究互聯(lián)網(wǎng)時(shí)代下寬味兒餐廳的營(yíng)銷策略具有現(xiàn)實(shí)意義。能夠增強(qiáng)寬味兒餐廳的營(yíng)銷水平和盈利能力。本文的研究方法主要有,文獻(xiàn)調(diào)查法和案例研究法等。本文旨在研究在互聯(lián)網(wǎng)時(shí)代的大背景下,通過(guò)發(fā)現(xiàn)寬味兒餐廳營(yíng)銷管理的問(wèn)題,利用7P理論對(duì)寬味兒餐廳營(yíng)銷進(jìn)行分析并提出建議。寬味兒餐廳必須改變思維,積極擁抱互聯(lián)網(wǎng),利用互聯(lián)思維和工具進(jìn)行營(yíng)銷提升。寬味兒餐廳必須采取重視社群的作用、挖掘爆品、有意思的促銷方式代替降價(jià)促銷、注重客戶參與和體驗(yàn)營(yíng)銷等策略來(lái)提升寬味兒餐廳整體的營(yíng)銷水平,進(jìn)而提升品牌知名度。
[Abstract]:With the strong support of Internet technology, equipment and thinking concept, the human world has entered a new era, the Internet era. All kinds of industries, including the catering industry, have been repositioned and transformed under the background of the Internet era. After the central government restricted the three public consumption, the Chinese catering market squeezed out the bubble of high-end consumption and began to return to mass consumption and rational consumption. A medium-sized Chinese restaurant in the east of Baoding. Like other catering companies, they also face upward pressure on the prices of manpower, rent and materials. The marketing level of wide taste restaurant is low, so it is of practical significance to study the marketing strategy of wide taste restaurant in the internet age. Can enhance the wide taste restaurant marketing level and profitability. The main research methods of this paper are literature investigation and case study. The purpose of this paper is to study the marketing management of the restaurant with wide taste under the background of the Internet era, and analyze the marketing of the restaurant with 7p theory and put forward some suggestions. Wide-tasting restaurants must change their thinking, embrace the Internet actively, and use connected thinking and tools to promote marketing. In order to improve the overall marketing level of the restaurant, it is necessary for the restaurant to pay attention to the role of community, to explore the exploits, to replace the price reduction promotion, to pay attention to customer participation and experience marketing, and to enhance the brand popularity.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F719.3

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