本文關(guān)鍵詞： 互聯(lián)網(wǎng)訂餐平臺(tái) 營(yíng)銷策略 經(jīng)營(yíng)理念　出處：《哈爾濱工業(yè)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來,互聯(lián)網(wǎng)訂餐平臺(tái)在中國呈現(xiàn)爆發(fā)式增長(zhǎng),對(duì)最傳統(tǒng)的餐飲行業(yè)產(chǎn)生了巨大影響。一方面,互聯(lián)網(wǎng)訂餐平臺(tái)對(duì)廣眾餐飲有限公司等餐飲企業(yè)產(chǎn)生了巨大的沖擊,互聯(lián)網(wǎng)訂餐平臺(tái)背靠資本巨頭,資金雄厚,為了搶占市場(chǎng)進(jìn)行不計(jì)成本的促銷活動(dòng),嚴(yán)重?cái)噥y了餐飲市場(chǎng)既有秩序,改變了部分消費(fèi)者的消費(fèi)習(xí)慣,也使餐飲企業(yè)增加了銷售費(fèi)用。另一方面,互聯(lián)網(wǎng)訂餐平臺(tái)為廣眾餐飲有限公司等餐飲企業(yè)帶來了巨大的機(jī)遇,互聯(lián)網(wǎng)訂餐平臺(tái)的交互性、海量信息、時(shí)效性等特點(diǎn),為餐飲企業(yè)提供了更好的品牌維護(hù)、客戶溝通、促銷活動(dòng)的平臺(tái)。所以,面對(duì)互聯(lián)網(wǎng)訂餐平臺(tái)營(yíng)銷策略的成功與失敗將決定廣眾餐飲有限公司等一大批小型餐飲企業(yè)的生存與消亡。本篇論文以廣眾餐飲有限公司作為研究對(duì)象,介紹了廣眾餐飲有限公司的企業(yè)概況、經(jīng)營(yíng)管理者及其營(yíng)銷理念、企業(yè)產(chǎn)品情況、產(chǎn)品的價(jià)格情況、營(yíng)銷渠道、促銷情況、消費(fèi)者的情況,互聯(lián)網(wǎng)訂餐平臺(tái)的起源、在中國的發(fā)展、對(duì)中國餐飲企業(yè)所帶來的影響。以4C理論、4P理論、客戶價(jià)值理論作為理論基礎(chǔ),展現(xiàn)了互聯(lián)網(wǎng)訂餐平臺(tái)的發(fā)展過程及其對(duì)餐飲企業(yè)帶來的沖擊和提供的機(jī)遇。從經(jīng)營(yíng)管理者的理念與經(jīng)營(yíng)思路層面、公司的主要產(chǎn)品方面、價(jià)格與成本方面、渠道與配送方面、品牌與促銷等方面提出了廣眾餐飲有限公司所存在的主要問題,并深入分析了產(chǎn)生問題的原因。基于公司所面臨的問題、互聯(lián)網(wǎng)訂餐平臺(tái)發(fā)展趨勢(shì)及客戶要求的提高,提出了以營(yíng)銷理念轉(zhuǎn)變?yōu)楹诵牡囊惶谞I(yíng)銷策略。
[Abstract]:In recent years, Internet food booking platforms have shown explosive growth in China, which has had a tremendous impact on the most traditional catering industry. On the one hand, Internet food booking platforms have had a tremendous impact on catering enterprises such as Guangzhong Catering Co., Ltd. The Internet platform for ordering meals is backed by capital giants and has a strong fund. In order to seize the market and carry out cost-free promotional activities, it has seriously disturbed the established order of the catering market and changed the consumption habits of some consumers. On the other hand, the Internet food booking platform has brought great opportunities for catering enterprises, such as Guangzhong Catering Co., Ltd., and the interactivity, mass information, timeliness and other characteristics of the Internet food booking platform. For catering enterprises to provide a better brand maintenance, customer communication, promotional activities platform. In the face of the success and failure of the marketing strategy of Internet food ordering platform, the survival and extinction of a large number of small catering enterprises, such as Guangzhong Catering Co., Ltd., will be decided. This paper takes Guangzhong Catering Co., Ltd as the research object. This paper introduces the general situation of Guangzhong Food & Beverage Co., Ltd., its managers and their marketing concepts, their products, price, marketing channels, sales promotion, consumers' situation, and the origin of the Internet platform for ordering meals. The influence of the development in China on Chinese catering enterprises. Based on 4C theory 4P theory, customer value theory as the theoretical basis, It shows the development process of Internet food ordering platform and the impact and opportunity it brings to catering enterprises. From the view of management and management idea, the main products of the company, the price and cost, the channel and distribution, In the aspects of brand and promotion, this paper puts forward the main problems existing in Guangzhong Catering Co., Ltd., and analyzes the causes of the problems. Based on the problems faced by the company, the development trend of Internet food ordering platform and the improvement of customer requirements, This paper puts forward a set of marketing strategy with the transformation of marketing idea as the core.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F719.3;F724.6;F274

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