文档介绍：学校代码: 10184
学号: 2084030326

延边大学
本科毕业论文
题目:海底捞的营销模式对我国餐饮业的影响
学生姓名:崔兰
学院:经济管理学院
专业:信息管理与信息系统
班级:2008级
指导教师:崔基哲副教授
二〇一二年五月
摘要
随着网络体系的完善、物流的发展、消费者消费习惯的改变,网络营销正在逐步渗透进我们的日常生活,网络营销也开始渗透餐饮这一古老行业。海底捞迎着网络经济时代,成功地开创网络营销与传统营销相结合的新型营销模式,成功地吸引了诸多企业者的眼球。
在竞争激烈的餐饮业市场中,传统营销越来越显现出其严重的缺陷。但相比之下,随着网民数量迅速增长,网络营销带动餐饮新营销模式的发展,餐饮业的网络营销将成为餐饮行业营销的新阵地。通过海底捞的营销模式,餐饮业应从单一的传统营销模式转变为互联网与经济紧密结合的网络营销,并有机的结合传统营销和网络营销,形成两者相互促进的营销体系。
餐饮行业与互联网的结合是一种必然。未来的餐饮行业的网络营销,将以整体品牌的方式,涉及到网上订餐、电子商务交易、物流配送等领域。一场营销创新和品牌延伸的变革之路将把餐饮行业带入下一个起跑点,真正释放出餐饮的价值所在。
关键词:餐饮业;网络营销;网上订购;个性化服务
Abstract
Along with work system, the development of logistics, consumer habits changing, network marketing is gradually rating into our daily life, and our society has entered the era work economy. The seabed in work era, has applied the work marketing and traditional bination of new marketing mode, has essfully attracted many enterprises of the eyes.
In the petition in the market of the catering industry, the traditional marketing is increasingly showing its serious defects. But in contrast, along with the rapid growth in the number of users, marketing having drive new food marketing development, the work of catering industry will e the new position in the catering industry marketing. Therefore, the catering industry from a single traditional marketing mode into the and economy in close connection with work marketing, and bination of traditional marketing work marketing, forming both and mutual promote marketing system.
Catering bined with the , is not known, but an inevitable, network brings consumers fast, clear, comprehensive consumption experience, which bined with the real reason. The future of the catering industry’work marketing, will be the overall brand, involve online meal ordering, merce, logistics and other fields. A marketing innovation and brand extension of the transformation of the way the catering industry into a starting point, the real value of the released food.
Keywords: Catering; Network m