A STUDY ON THE INTERNET MARKETING STRATEGY OF THE CATERING INDUSTRY
IN CHINA
ABSTRACT
With the development of Internet technology, e-commerce and Internet marketing have emerged. The catering industry as a traditional industry has also begun to combine with the newly emerged internet, and it is having a deep impact on the traditional catering market with its fast, clear and comprehensive consumer experience. Compared to the traditional catering marketing, the internet marketing boasts unique advantages. Due to the late start of Internet marketing of China's catering industry, the technology is being used by only a few restaurants at present. Besides, the related technologies, modes and systems are still on their embryonic stage, and the related research in this field has not yet come to take shape a very complete theoretical framework. In view of this, a study of the Internet marketing strategy fitting China's catering industry is of great significance. So it is important to make an in-depth study of the Internet marketing modes and strategies of the catering industry at home and abroad and combine the related theory of Internet marketing with the characteristics of the catering industry marketing. Based on the related Internet marketing theory, this paper trys to discuss the Internet marketing strategy for the catering industry in china with the traditional marketing theory, and propose detailed strategies on the construction and running of the catering industry’s B2C website. The paper aims to be a reference to the advanced development of Internet marketing of China’s catering industry.