网红火锅店贤合庄的营销策略研究.docxVIP

网红火锅店贤合庄的营销策略研究 摘要 随着社会经济的发展，国民收入水平越来越高。与此同时，大众的生活质量 直线上升。以餐饮消费为例，大众的消费理念、消费方式以及消费水平都发生了 显著变化。而互联网技术的崛起，使餐饮行业获得了巨大的成长空间。在其影响 下，“餐饮网红店”应运而生。 本文选取贤合庄作为研究对象，首先通过文献查阅，对网红餐饮营销策略进 行进一步梳理，其次结合理论对贤合庄火锅店的营销策略进行策略分析，再次基 于现状分析下进行问卷设计和数据分析，得出该店在目前营销中存在着目标群体 定位模糊，服务质量参差不齐，价格策略进退失据，食材安全缺乏保障，用餐环 境嘈杂，最后根据这些问题，推出明确产品消费市场定位，增强社交化媒体营销， 提升服务质量，推行个性化服务，合理调整产品定价，加大优惠力度，坚持绿色 餐饮营销理念，加强食材的管控，改善用餐环境，迎合粉丝心理，增强网红效应 这些优化策略。 关键词：网红餐饮；贤合庄；营销策略 ABSTRACT With the development of social economy, the level of national income is getting higher and higher. At the same time, the quality of life of the general public has soared. Taking catering consumption as an example, the publics consumption philosophy, consumption pattern and consumption level have all undergone significant changes. The rise of Internet technology has given the catering industry a huge room for growth. Under its influence, Restaurant Internet celebrity shops* came into being. This article selects xian zhuang as, first through the literature review, web celebrity restaurant marketing strategy for further comb, secondly combining theory to xian zhuang hotpot restaurant marketing strategy analysis, based on the analysis of the situation again under the questionnaire design and data analysis, it is concluded that the store exists in the current marketing target fuzzy groups positioning, service quality is uneven, Pricing strategies in a risk.however, the lack of food safety guarantee, dining environment noise, finally according to these problems, to launch a clear product consumer market positioning, enhance social media marketing, improve service quality, implement personalized service, reasonable adjust the pricing of products, increase the intensity of preferential, adhere to the concept of green food marketing, strengthen the control of food, improve the dining environment, Catering to fans1 psychology and enhancing web celebrity effect. Key Words： internet celebrity catering; Xian Hezhuang； marketing strategy; TOC \o 1-5 \h \z \o