互联网时代下海底捞营销战略研究.docxVIP

PAGE PAGE 26 互联网时代下海底捞营销战略研究 内 容 摘 要 随着互联网技术不断地深入发展，改变了人们的日常生活方式、消费支付方式，对传统营销模式也造成越来越大的影响。截止2019年6月，我国网民规模达8.54亿。因此，餐饮业作为与人们日常生活息息相关的行业之一，同时餐饮企业之间也面临着激烈的市场竞争，各类营销手段层出不穷，餐饮企业逐渐开始探索如何将互联网技术应用于传统餐饮业的营销模式。本文以海底捞为研究对象，根据我国餐饮业的整体发展现状，对餐饮营销模式进行基本概要，并分析了我国采用的餐饮营销模式和策略。通过对海底捞在互联网时代背景下其创新的网络营销策略进行分析，以及海底捞在实施网络营销策略的过程中存在的问题并提出几点相关建议或解决方法，为国内餐饮企业制定营销战略提供一定的参考和借鉴。 关键词：海底捞；策略；营销模式；网络营销 Haidilao under the Age of the Internet Marketing Strategy Research Abstract With constantly in-depth development of the Internet technology, changed the way Peoples Daily life, consumption, more and more influence on traditional marketing model also. By June 2019, 854 million Internet users in China. Therefore, the restaurant industry as one of the industry which is closely linked with Peoples Daily life, at the same time, catering enterprises also face the fierce market competition, between various marketing methods emerge in endlessly, catering enterprises gradually began to explore how to make the Internet technology applied to traditional marketing mode of the catering industry. In Haidilao the research object, according to the situation of the overall development of the catering industry, to the basic profile of food and beverage marketing model, and analyzed the catering marketing mode and strategy of our country. In Haidilao in its innovation under the background of the age of the Internet network marketing strategy is analyzed, and the Haidilao problems existing in the process of implementation of network marketing strategy and put forward some related Suggestions or solutions, developing marketing strategy for domestic catering enterprises to provide certain reference and reference. Key words: Haidilao; tactic; marketing network; marketing model 目 录 TOC \o 1-3 \h \z \u 内容摘要 I Abstract II 一、绪论 1 （一）研究背景和意义 1 （二）国内外研究状况 3 1.国外研究方面 3 2.国内研究方面 3 （三）研究的内容 4 （四）创新和不足之处 4 1.创新之处 4 2.不足之处 4 二、餐饮营销理论概述 4 （一）餐饮营销的含义 5 （二）餐饮营销观念的演变过程 5 1.生产观念 5