市场营销-珠海个体网红餐厅营销策略研究论文材料资料.docxVIP

珠海网红餐厅营销策略研究 【摘要】互联网的不断发展和社交媒体的不断进步，为网红产业的发展奠定基础。与此同时在主流餐饮行业增速放缓的情况下，许多餐厅寻求新的发展营销策略，以适应时代变革和新的社会需求，在这样的社会背景下，诞生了一批在网络走红的餐厅。网红餐厅是一类比较依赖网红营销吸引顾客，从而获得客流量，实现收益的餐厅，但是这类餐厅往往因为缺乏好的营销策略导致经营不善。 本文以网红餐厅珠海颓记茶餐厅为对象，研究其营销策略问题。论文首先阐述了研究背景、目的和意义，确定了研究内容和研究方法。其次对文中主要概念进行界定，为后续提供理论基础。通过对颓记营销环境的SWOT分析，研究其营销环境的优势、劣势、机会和威胁，并通过进行具体的策略分析，从产品策略、定价策略、渠道策略、促销策略四个方面对企业营销策略提供建议，希望通过这些建议能为其他网红餐厅的营销策略分析制定提供思路和经验参考。 【关键词】网红餐厅 营销策略 区域市场 Reserarch on maketing strategy of Zhuhai internet celebrity restaurant 【Abstract】With the continuous development of the Internet and the continuous progress of social media，internet celebrity industry is getting more and more attention. At the same time, as the growth of mainstream catering industry slows down, many restaurants seek new marketing strategies to adapt to the changes of the times and new social needs. Under such social background, a number of restaurants that become popular on the internet have been born. Internet celebrity restaurants are a kind of restaurants that rely on the network marketing to attract customers, so as to achieve profits. However, this kind of restaurants often suffer from mismanagement due to the lack of good marketing strategies. This paper takes web celebrity restaurant zhuhai Tuiji tea restaurant as the object to study its marketing strategy. Firstly, this paper expounds the research background, purpose and significance, determines the research content and methods. Secondly, the related concepts are defined to provide a theoretical basis for the follow-up. The SWOT analysis of the marketing environment of diners is used to study the advantages, disadvantages, opportunities, and threats of the marketing environment. Through the analysis of specific strategies, from product strategy, pricing strategy, channel strategy, promotion strategy four aspects to the enterprise marketing strategy advice and hope that these suggestions can provide ideas and experience for the analysis and formulation of marketing strategies for othe