How Should Modern Catering Enterprises Do Well In Network Marketing And Promotion?

Catering network marketing strategy is through the use of network technology to guide the audience to participate in the dissemination of content, catering products, brands, activities to understand, identify and resonate, in order to achieve two-way communication between the two sides of the creative thinking process. This advantage is not available by other marketing means. The emergence of any new thing has an adaptive process and a recognition period. At present, most of the operators of catering enterprises are more concerned with short-term interests and their own interests. Although there are newer and better ways of operation, they are not easily accepted by people. Because many people's time value concept has not yet been fully established, it is not easy to accept new marketing methods, which will restrict the realization of network marketing mode. From the consumers, some malpractices in the immature market economy still make people fear. They are always too intellectualized or have a sense of distrust for new things. This requires people's further recognition of modern marketing methods. American economists have put forward the concept of "attention economy". They believe that in information society, information is already a kind of virtual economic resource. The most scarce thing is people's attention. It can be said that in the network economic environment where business information explode, the essence of catering network marketing is to attract consumers' attention. How to create conditions to achieve the desire to buy and seize the consumer has become the key to the success of catering network marketing.

1. Contents of catering network marketing strategy

Specifically, it is to set up the agenda of catering hot topics through the contents of online marketing. The content and form of innovation can make Internet marketing rapidly affect tens of millions of large network users, and cover a large number of users in a relatively short time, and create a sensation. The application of catering network marketing strategy can make use of the main news of portals to conduct explicit and explicit forms such as links, reprints, recommendations, participation, reviews, etc., through personal blogs, MSN, friends recommendation, small websites hanging links, and providing downloading forms, so that the content of catering network marketing can become the center of the topic, thereby adding a sensation to advertising.

Two, the advantages of catering network marketing

1. interaction

Compared with traditional catering marketing, catering network marketing has certain advantages. The most prominent feature is strong interaction. The so-called technological interaction is the use of multimedia technology to create a new type of network marketing with complex visual effects and interactive functions. The fundamental meaning of the network media is that it subverts the strict boundaries between the traditional media and the audience, and changes the one-way communication to the personalized two-way communication, giving the freedom of the role of the communicator and the audience. Network marketing fully takes into account the willingness and motivation of the audience to deal with the information, so that the audience can accept the message voluntarily, rather than the compulsive instillation like traditional information. The audience no longer passively accepts information, but actively controls and controls information and participates in the content and dissemination of information. Research shows that the interaction of websites will affect the audience's preferences, psychological attraction and degree, and also affect the users' trust in the website. The interaction of online marketing can enhance the popularity and participation of consumers.

2. timeliness

Catering network marketing helps catering enterprises to carry out marketing budget and save food and beverage marketing expenses. By using network marketing to input information of food and beverage products into the computer system and access to the Internet, customers can inquire by themselves, without spending a lot of money on the printing of products, so that the marketing expenses of catering enterprises will be greatly reduced. Internet marketing also helps save time and reduce the steps of the marketing process. Catering enterprises can directly access these meals, service environment and other pictures for customers to query, and the electronic version of the instructions can be updated at any time. Catering network marketing can provide customers with a large number of intuitive information, so that the relationship between catering enterprises and customers is strengthened. At the same time, the catering marketing process has no time limit and can be carried out all the time. After the marketing information of the catering enterprise gets online, the electronic "information waiter" can work all the time. Consumers make decisions about buying food products through online information.

3. alternative selectivity

With the rapid development of network marketing tools, customers can use these tools to get a lot of information about food products or services, and the time and money to search for attractive alternative products will be greatly reduced. That is to say, the cost of conversion in the conversion cost of catering products is greatly reduced in terms of money and time, and the selectivity of substitution is greatly improved. Therefore, catering enterprises must make an emotional cost and spanform the uncertainty cost of suppliers, so as to raise the total conversion cost.

To carry out network marketing, we need to locate the target market accurately. From the market location of network marketing, the distribution of Internet users in China is dominated by large cities, medium-sized cities and economically developed coastal areas. Under the backdrop of China's information infrastructure, the distribution pattern of Internet users is still dominated by large and medium-sized cities in a considerable period of time. So at present, big cities and economically developed coastal areas can choose the catering network strategy.

Three, the specific application strategy of catering network marketing

Catering network marketing can push information to the audience through the front page advertisement of portal website, and use the form of search engine, advertisement, E-mail, MSN, blog to pull netizens to the front of information. At the same time, it also uses enterprise's own website to launch a series of activities. Participate in and discuss in the forum of target audiences, and can also carry out live network activities through online chatting (MSN) and video tools. In short, it is necessary to fully integrate Cye.com.cn network resources, and use all the available methods and means for catering network marketing, so that the target audience can see information and participate in activities at any time in the network. At the same time, attention should be paid to the integration of Internet marketing and traditional media. Based on the wide range of network media, free from geographical and time constraints, flexible information dissemination and relatively low production costs, more and more catering enterprises combine traditional advertising with network marketing while carrying out creativity, and organize and participate in the online media through the dissemination of information by traditional mass media. 1. two-way communication, providing value-added services.

Pay attention to two-way communication with customers and provide value-added services. Making full use of experience marketing methods to spread brand on the Internet can not only spread the experience of catering consumers to a large extent, attract the target consumers, achieve the purpose of product sales, but also provide a special emotional link and communication channel to consumers through giving consumers the experience of human feelings and sensibility. Therefore, when carrying out the idea of Internet marketing, we must start thinking based on the angle and mindset of the diners. We should consider how to let consumers get the information they want in the fastest and most smooth environment, and leave a pleasant sensory and spiritual experience.

The establishment of a network platform, catering business design and user interaction network marketing project "MSN enthusiasts" invited users to join the hotel MSN, in order to timely convey to the users of preferential information, such as holidays launched a new promotion plan, please online, cause netizens to respond. This effect is better than traditional newspaper advertising, users can pay more attention to information from MSN online friends, so the restaurant to create a monthly sales of many people's achievements, catering network marketing is very important.

2. blog, MSN marketing, clearance inventory is most effective.

Establish hyperlink points on the Internet. That is to say, link up with other popular websites through interactive connection and network environment, link with related websites, establish partnership of content sharing, display food in front of more network users, and increase popularity. The effect of MSN marketing is clear. For example, when the restaurant manager found that there were still seats and enough attendants on the same day, just call the Internet salesman and ask him to change the content of the limited time and special offer into a new MSN nickname, which will soon attract the netizens who especially like discounted goods. For example, when a restaurant sells more beer in a day, the restaurant manager can call the Internet salesman: "help me sell a draft beer bar". The Internet salesman changed his nickname to "a certain Hotel - two bottles of draft beer, a cup" and so on. There will be netizens asking and going to the door to enjoy the special time benefits. "As a result, the restaurant manager has sold out the draft beer, and they can't just order drinks in the sales process, so the restaurant has made a meal fee".

Restaurant seats, hotel housing and other commodities, as long as it is not sold, is idle resources, so the restaurant manager on the same day to check the order, found that there is excess inventory, you can use the real-time network platform to help the restaurant to attract the "last group of guests." If you ask people through the phone, if they wait for 10 seconds, they will hang up the phone impatiently, but the marketing advantage of the network platform is: on the MSN, users can browse the web page, chat with other friends, distract the attention of the data, and virtually let us find more information to restore his buffer time.

3. zero cost network marketing reflects direct, service close to demand.

The biggest advantage of using network platform to serve guests is that compared with traditional marketing, the cost is almost zero, but because users' reflection is very direct, the quality of activities must be better, so that they can get their favor. By observing the behavior of netizens through network salesmen, we can find that netizens can express their interest in the activity at any time, so it is very close to their needs to create good results.

4., establish a restaurant customer base, feedback timely feedback from users.

Directly in front of netizens to show the restaurant welcomes the opinions of netizens, and wants to pursue the promise of quality service. Because netizens reflect directly, online salesmen can organize their opinions on restaurant services every week, and report them to restaurant managers, chef, chairman and general manager, while chairman of the board often asks relevant department heads whether they have improved the project according to their opinions. The work of collecting opinions from the Internet can even extend to the catering department.

5. online restaurant and user interaction activities in time

Netizens' wedding in restaurants, restaurant gourmet films, netizens' culinary display activities in restaurants, etc., are launched in time in the Internet. If you get a high click rate, it is the advertising benefits received by the hotel.

6. network marketing personnel must have good training.

In the past, the service staff faced the customer's time relatively short, so the service behavior and attitude could not need depth. In psychology, it was called "Service acting (service performance)". If long service, it was necessary to turn the behavior into "Deep acting" (depth play), which requires deeper care and deeper involvement in the customer's mood. Therefore, the attitude and behavior of the service personnel should be trained again, not only to readjust the service mentality, but also to have a clearer service content for the catering industry, and even the catering industry organization must give them more discretion, so that they can promise more service contents when they face the customers.