电子商务跟川菜.docVIP

目录 1引言………………………………………………………(1) 1.1研究背景………………………………………… … (1) 1.2研究的目的与意义………………………………… (1) 2研究的概述……………………………………………… (2) 2.1川菜电子商务的概念……………………………… (2) 2.2电子商务对川菜发展的影响……………………… (2) 2.3电子商务在川菜中的运作模式…………………… (3) 3川菜品牌的定位策略…………………………………… (4) 3.1需求导向川菜品牌定位策略……………………… (4) 3.2竞争导向川菜品牌定位策略……………………… (4) 3.3成本导向川菜品牌定位策略……………………… (5) 3.4需求—竞争导向川菜品牌定位策略……………… (5) 3.5川菜多品牌定位策略……………………………… (5) 4结论……………………………………………………… (6) 参考文献…………………………………………………… (7) 致谢………………………………………………………… (8) 电子商务与川菜 摘要 随着电子商务的飞速发展, 网络带给消费者快捷、清晰、全面的消费体验，电子商务即将成为餐饮业川菜最经济、最便捷、最有效的互联网营销手段。我国川菜企业正面临一次重大的机遇和挑战，只有建设好餐饮业川菜品牌的网络，才能使川菜连锁经营方式的采购、外卖、配送顺利进行。川菜电子商务作为一种新的交易手段和商务模式，必将给我国川菜产业带来极大的动力和变化。本文从电子商务对川菜发展的影响、需求导向川菜品牌定位策略、竞争导向川菜品牌定位策略、成本导向川菜品牌定位策略、需求—竞争导向川菜品牌定位策略及多品牌定位策略等方面论述了利用电子商务平台对川菜实施正确的品牌定位，使得餐饮业川菜有了新的发展突破。 【关键词】电子商务 川菜 互联网营销 品牌定位策略 E-Commerce and Sichuan  Abstract  With the rapid development of e-commerce, network to consumers fast,clearandcomprehensive consumer experience, e-commerce will soon become a Sichuan restaurant industry the most economical, most convenient and most effective Internet marketing tool. China Sichuan enterprises are facing a major opportunity and challenge, and only build the brands network Sichuan restaurant industry in order to make way for the procurement chain of Sichuan, takeaway, delivery smoothly. Sichuan e-commerce as a new means of trading and business model to Chinas Sichuan industry will bring great power and change. In this paper, the development of electronic commerce on the impact of Sichuan, Sichuan demand-oriented brand positioning strategy, competition-oriented brand positioning strategy of Sichuan, Sichuan brand positioning strategy of cost-oriented, demand - competition-oriented brand positioning strategy and Sichuan multi-brand positioning strategy, we discussed the use of electronic Sichuan implement the right business platform for brand positioning, making the restaurant industry the development of a new breakt