休闲类餐饮企业微信营销策略研究.docVIP

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南京信息职业技术学院

毕业设计论文

作者刘梦学号61651P21

系部信息服务学院

专业连锁经营管理

题目休闲类餐饮企业微信营销策略研究——以星巴克中国为例

指导教师张勇强,苏晓晴

评阅教师

完成时间：2019年04月28日

毕业设计(论文)中文摘要

休闲类餐饮企业微信营销策略研究

摘要：随着移动网络发展，电子设备普及已经进入新时代了。在这个背景下，产生了新的营销模式即网络营销模式。自2011年腾讯推出微信以来，因为微信具有广泛的普及和定位精度，所以用户数不断增加。确实，在其特点上，企业使用微信进行营销，创造一个网络经济时代、全新的网络营销模式，餐饮企业也是众多成员。但是，由于微信的短期启动，很多餐饮行业缺乏微信营销系统理论知识、营销策划、战略指导、使用微信免费广告的初期停留、微信营销的可能性已经完成没有带来任何潜力。本文分析了中国餐饮业的现状、方法及营销战略。强调了微信的营销状况分析，星巴克是休闲餐饮的典型代表。通过分析目前的营销状况，总结了现有的问题点，并对此进行研究分析。

关键词：星巴克微信营销营销策略餐饮企业

毕业设计(论文)外文摘要

Title:Research?on?Wechat?Marketing?Strategy?of?Leisure?Catering?Enterprises

Abstract:Withthe?development?of?mobile?network,?the?popularization?of?electronic?equipment?has?entered?a?new?era.?Under?this?background,?a?new?marketing?mode,network?marketing?mode,?has?emerged.?Since?Tencent?launched?Wechat?in?2011,?the?number?of?users?has?been?increasing?because?of?its?wide?popularity?and?positioning?accuracy.?Indeed,?in?characteristics,?enterprises?use?Wechat?for?marketing,?creating?network?marketing?mode?in?theera?of?network?economy,?catering?enterprises?are?also?many?members.?However,?due?to?the?short-term?start-up?of?Wechat,manycatering?industries?lack?the?theoretical?knowledge?of?Wechat?marketing?system,?marketing?planning,?strategic?guidance,?the?initial?stay?of?using?Wechat?free?advertising,?and?the?possibility?of?Wechat?marketing?has?been?completed?without?any?potential.?This?paper?analyses?the?current?situation,?methods?and?marketing?strategies?of?Chinese?catering?industry.Emphasis?is?laid?on?the?analysis?of?Wechats?marketing?situation.?Starbucks?is?a?typical?representative?of?leisure?catering.?By?analyzing?the?current?marketing?situation,?this?paper?summarizes?the?existing?problems?and?makes?research?and?Analy