市场营销-珠海个体网红餐厅营销策略研究论文.docx

珠海网红餐厅营销策略研究【摘要】互联网的不断发展和社交媒体的不断进步，为网红产业的发展奠定基础与此同时在主流餐饮行业增速放缓的情况下，许多餐厅寻求新的发展营销策略，以适应时代变革和新的社会需求，在这样的社会背景下，诞生了一批在网络走红的餐厅网红餐厅是一类比较依赖网红营销吸引顾客，从而获得客流量，实现收益的餐厅，但是这类餐厅往往因为缺乏好的营销策略导致经营不善本文以网红餐厅珠海颓记茶餐厅为对象，研究其营销策略问题论文首先阐述了研究背景、目的和意义，确定了研究内容和研究方法其次对文中主要概念进行界定，为后续提供理论基础通过对颓记营销环境的SWOT分析，研究其营销环境的优势、劣势、机会和威胁，并通过进行具体的策略分析，从产品策略、定价策略、渠道策略、促销策略四个方面对企业营销策略提供建议，希望通过这些建议能为其他网红餐厅的营销策略分析制定提供思路和经验参考关键词】网红餐厅 营销策略 区域市场 Reserarch on maketing strategy of Zhuhai internet celebrity restaurant【Abstract】With the continuous development of the Internet and the continuous progress of social media，internet celebrity industry is getting more and more attention. At the same time, as the growth of mainstream catering industry slows down, many restaurants seek new marketing strategies to adapt to the changes of the times and new social needs. Under such social background, a number of restaurants that become popular on the internet have been born. Internet celebrity restaurants are a kind of restaurants that rely on the network marketing to attract customers, so as to achieve profits. However, this kind of restaurants often suffer from mismanagement due to the lack of good marketing strategies.This paper takes web celebrity restaurant zhuhai Tuiji tea restaurant as the object to study its marketing strategy. Firstly, this paper expounds the research background, purpose and significance, determines the research content and methods. Secondly, the related concepts are defined to provide a theoretical basis for the follow-up. The SWOT analysis of the marketing environment of diners is used to study the advantages, disadvantages, opportunities, and threats of the marketing environment. Through the analysis of specific strategies, from product strategy, pricing strategy, channel strategy, promotion strategy four aspects to the enterprise marketing strategy advice and hope that these suggestions can provide ideas and experience for the analysis and formulation of marketing strategies for other celebrity restaurants.【Keywords】Internat celebrity restaurant; Maketing stragegy;Regional market 目 录1 前言 1.1 研究背景........................................................11.2 研究目的和意义..................................................21.2.1研究目的.......................................................21.2.2研究意义.......................................................21.3 研究内容和方法..................................................21.3.1研究内容.......................................................21.3.2研究方法.......................................................32 相关概念界定2.1网红餐厅的概念..................................................42.2餐厅网络营销的概念..............................................53 珠海颓记茶餐厅营销现状分析3.1珠海颓记茶餐厅简介..............................................63.2珠海颓记茶餐厅的营销现状分析....................................64 珠海颓记茶餐厅营销策略存在问题分析4.1珠海颓记茶餐厅问卷的设计.......................................134.1.1问卷设计......................................................134.1.2问卷发放......................................................134.2 珠海颓记茶餐厅问卷结果统计及分析...............................144.3珠海颓记茶餐厅营销策略问题分析.................................214.3.1产品策略存在问题..............................................214.3.2定价策略存在问题..............................................214.3.1渠道策略存在问题..............................................214.3.2促销策略存在问题..............................................225 珠海颓记茶餐厅营销策略建议5.1产品策略建议...................................................235.1.1完善产品成本控制策略..........................................235.1.2把握产品研发的口味............................................235.1.3重视产品质量，尤其是服务质量...................................235.2定价策略建议...................................................245.2.1对新品尝试采取撇油定价和渗透定价法............................245.2.2设定具有针对性的组合定价策略..................................245.3渠道策略建议...................................................245.3.1形成多营销渠道策略，完善基本的店面营销.........................245.3.2加强分销渠道管理，促进标准化和规模化...........................245.4促销策略建议...................................................255.4.1促进实体广告推广..............................................255.4.2定期制定营业推广策略..........................................255.4.3丰富互联网促销手段............................................25结论附录致谢321 前言1.1 研究背景 根据第44次《中国互联网络发展状况统计报告》数据显示，截至2019年6月，我国网民规模达8.54亿，较2018年底增长2598万，互联网普及率达61.2%，较2018年底提升1.6个百分点；我国网民规模达8.47亿，较2018年底增长2984万，网民使用上网的比例达99.1%，较2018年底提升0.5个百分点。

在互联网进一步渗透到生活点点滴滴的今天，网络已经成为当代年轻人生活的必需品，使用网络成为生活中非常重要的创造价值的手段和方式尤其是网络为人们输送的各种信息价值无形中也影响和渗透到餐饮行业，影响人们的就餐选择另一方面，数据显示截至2019年6月，我国网购用户规模已经达6.39亿人次，较2018年底增长2871万，占总网民的74.8%网络购物市场保持较快发展，下沉市场、跨境电商、模式创新等为网购市场提供了新的增长动力：电商平台加速渠道下沉，跨境电商零售进口额持续增长，利好政策进一步推动行业发展；直播带货、工厂电商、社区零售等新模式成为网络消费增长新亮点网络购物的蓬勃发展带动一系列的模式创新和经济增长，网红餐厅作为一个多年以来一直被尝试和实践的创新经营模式，与网购的发展密不可分，店家的线上品牌运营和网络口碑为网红餐厅的线下经营提供了大批的忠实粉丝，但是这种经营模式也具有其弊端，一直以来网红餐厅被扣上性价比低，味道差，服务潦草的帽子，一旦成为网红餐厅，就被人认为这是餐厅走下坡路的开始。