餐饮连锁企业网络营销实践证明

论文编号:DZ236  论文字数:17410.页数:24,附开题报告,任务书,外文翻译

摘  要

 本文主要从现今餐饮连锁现状及特点出发，研究电子商务在餐饮连锁企业中运用特点和措施，针对餐饮连锁企业网络营销存在的问题，提出相应的解决方案，并根据“全聚德”案例分析，实践证明餐饮连锁企业实现网络营销是企业做强做大的有效措施。伴随电子商务的巨大发展，网络营销作为电子商务时代的营销手段，已经在各行业得到广泛应用。在餐饮业，网络营销目前主要表现为网上订餐和客户关系管理。网上大量的客户用餐信息以及良好的互动性为客户关系管理提供了可行性，目前许多大型餐饮公司都通过网上进行客户关系的管理。网上订餐以其新奇性、互动性、方便性得到了较大的发展。
 首先，电子商务中供应链技术的运用可以大大降低餐饮企业的采购成本。其次，电子商务中网络营销的实施可以为餐饮企业提供广阔的顾客渠道。第三，物流技术的运用可以为餐饮企业拓展销售的模式。餐饮连锁企业网络营销可以通过门户网站的首页广告将信息推到受众面前，运用搜索引擎、广告、E-mail、MSN、博客等形式将网民拉到信息面前，同时也运用企业自身的网站，展开系列活动。餐饮连锁企业网络营销与传统餐饮营销方式相比具有互动性，时效性，替代选择性等优势。

关键字： 餐饮,电子商务，网络营销
Abstract

 This article from the current situation and characteristics of restaurant chain, restaurant chain of e-commerce features and measures in use, for the restaurant chain network marketing problems, propose appropriate solutions, and under "Quanjude" case analysis proved restaurant chain to achieve network marketing is an effective measure to strengthen and expand business. With the tremendous growth of e-commerce, Internet marketing, e-commerce era as a marketing tool, has been widely used in various industries. In the restaurant industry, network marketing, now mainly for the online ordering and customer relationship management. Large number of customers dining information online, and good interactive customer relationship management provides for the possibility of many large food companies are now through online customer relationship management. Online Ordering for its novelty, interactivity, convenience has been considerable development.
 First of all, e-commerce application in supply chain technology can greatly reduce the cost of procurement of catering enterprises. Secondly, the implementation of e-commerce network marketing company for restaurants to provide customers a wide channel. Third, the use of logistics technology can expand the sales of catering enterprises mode. Restaurant chain network marketing through the portal''''s home page ad pushing the information to the audience before the use of search engines, advertising, E-mail, MSN, blog and other forms of information will be pulled in front of Internet users also use the enterprise''''s own web site, launched series of activities. Restaurant chain network marketing and traditional food compared to interactive marketing, timeliness, alternative selective advantages.
 
Key words: Catering ,e-commerce, online marketing
目  录

前  言 1
1 餐饮连锁企业经营现状 2
1.1发展现状 2
1.2发展特点 3
2 电子商务在餐饮连锁企业的运用 5
2.1 餐饮业适合发展电子商务的特点 5
2.2电子商务在餐饮业中的运用措施 5
3餐饮连锁企业网络营销策略 8
3.1 餐饮连锁企业经营的概念 8
3.2餐饮连锁企业经营的特征 8
3.3 餐饮连锁企业经营的种类 8
3.4 餐饮连锁企业网络营销存在问题及措施 10
4 餐饮连锁企业实例研究 13
4.1 经典案例－“全聚德”连锁企业网络营销之路 13
4.1.1 互联网让烤鸭誉满全球 13
4.1.2 网络营销开拓传统营销新思路 13
4.2互联网让传统烤鸭誉满全球 14
4.3餐饮连锁企业网络营销的优势 14
4.4 餐饮连锁企业网络营销的具体运用策略 15
结 论 18
致 谢 19
参考文献 20