我国餐饮业的网络营销策略研究

论文编号:GM756  论文字数:23519.页数:35

摘  要

 随着网络技术的不断发展，电子商务、网络营销应运而生。餐饮业作为传统行业也开始“触网”与新兴的互联网相结合，并以其快捷、清晰、全面的消费体验冲击着传统的餐饮市场。餐饮网络营销相比传统餐饮营销具有独特的优势。目前，由于我国餐饮业网络营销起步比较晚，参与的餐饮企业数量并不多，相关技术、模式、制度等并不成熟，在这一领域的相关研究也还没形成完备的理论体系。鉴于此，深入研究国内外餐饮企业的网络营销模式和策略，把网络营销的相关理论和餐饮业营销的特点相结合，研究适合我国餐饮企业网络营销的策略具有十分重大的意义。本文力图以网络营销相关理论为基础结合传统市场营销理论讨论我国餐饮业网络营销的策略组合，提出餐饮企业B2C网站建立运行的具体策略。希望可以对我国餐饮业网络营销的进一步发展起到积极的借鉴意义。

关键词：网络营销 、餐饮营销、营销策略
 

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.
 
KEYWORDS: Internet marketing, catering marketing, marketing strategy
目录
第一章   绪论 1
第一节  选题背景 1
第二节  研究的目的和意义 1
第三节  研究思路 2
第二章 网络营销及餐饮营销的概述 3
第一节  网络营销的优势 3
第二节  餐饮业营销特征 7
第三章 我国餐饮业网络营销现状及模式介绍 9
第一节  我国餐饮业网络营销的现状 9
第二节  我国餐饮业网络营销模式 10
第四章 我国餐饮业网络营销的策略组合 13
第一节  产品策略 13
第二节  价格策略 15
第三节  促销策略 17
第四节  知识营销策略 18
第五节  服务营销策略 19
第五章 快餐企业网站建设策略
----以阳明美食超市为例 21
第一节  快餐企业B2C网站的可行性分析 21
第二节  阳明美食超市及其B2C网站 22
第三节  阳明美食超市网站的推广 25
第六章   我国餐饮业网络营销发展前景方向及问题分析 27
第一节  我国餐饮业网络营销发展前景分析 27
第二节  我国餐饮业网络营销发展方向 28
第三节  我国餐饮业网络营销存在的问题 28
第七章  结语 30
参考文献 31
致 　谢 32