海底捞公司微信营销方案设计.doc

PAGE PAGE 17 海底捞公司微信营销方案设计 摘要 电子商务是互联网与企业经营的有机结合，是移动互联网科技发展的产物。它的出现改变了传统的营销方式，诞生了网络营销。随着移动终端以及通信的发展网络营销也发生了翻天覆地的变化，移动电子商务应运而生。在所有的移动电子商务中，微信营销的发展最为迅速，解决了企业在网络营销尝试中遇到的的很多困难，企业通过移动互联网可以直接销售产品给消费者，除去了中间商的利润，也提高了效率，使消费者和企业获得更多的利益。 海底捞，一个家喻户晓的大型火锅连锁企业，自成立以来就没有营销部和市场部的传统餐饮企业，从始至终都凭借贴心的服务和不折不扣的菜品质量为其赚取良好的美誉度和知名度。互联网与火锅行业原本相距甚远，并不相交的两种行业却被海底捞有机的结合起来，试图用移动互联网将自身的服务做到极致。本文首先，介绍网络营销的发展及其与企业营销的结合。其次，介绍国内餐饮行业的发展概况。最后，基于海底捞公司的具体情况设计其最合适的微信营销方案。 关键词：海底捞网络营销微信营销 The Wechat marketing program design of the Hai Di Lao Hotpot Abstract Electronic commerce is the product of Internet development to a certain degree.E-commerce has changed the traditional way of marketing hence network marketing comes out. It is generally recognized that the network marketing is a directresult of the increasingly mature Internet technology development. With the development of the mobile terminal and communication, the network marketing has totally changed, and mobile electronic commerce arises at the same time. WeChat has a rapid development in mobile e-commerce marketing for it solving a lot of network marketing difficulties. In the WeChat, enterprise could sell products directly to consumers, thus, consumers and businesses can both benefit more without the middlemen. Hai Di Lao hotpot is a name remembered by everyone for its extremely perfect customer service. The traditional hotpot chain enterprise with over 100 sub branches has no sales department or marketing department since established. It wins plenty of awards and reputation by its “intention customer service” and high-quality food from beginning to end. While the hotpot enterprise, which seems far away from high-tech and mobile internet, but exactly is drawing the blueprint of achieving the ultimate service by mobile internet. Firstly, the author is going to introduce the combination of cyber marketing and enterprise marketing;Secondly, the author is going to introduce the development situation of domestic food industry;Finally, the author is g