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论文编号：	5979
作者编号：	2120112794
上传时间：	2013/12/9 14:49:02
中文题目：	OTO商业新模式下休闲餐饮营销策略研究
英文题目：	The Research on the Casual Dining Marketing Strategy in OTO New Business Models
指导老师：	许晖
中文关键字：	OTO商业模式，营销策略，休闲餐饮
英文关键字：	OTO business model，marketing strategy，casual dining
中文摘要：	从2011年8月由美国人Alex Rampell首先提出 OTO（Online to Offline；Offline to Online）商业模式概念，其在2011年11月引入中国后掀起了一股实践与讨论的热潮。作为生活消费领域中虚实互动的新型电子商务模式，OTO商务的核心为：线上到线下即将推广营销放到线上，在网上寻找消费者，让互联网成为线下交易的前台，这样线下生活消费服务企业就可以用线上来吸引客户，然后将他们带到现实的门店中消费体验。随着生活服务消费不断完善与细分，休闲餐饮作为一股餐饮业强劲新势力，成为餐饮服务市场上的新宠。同时在电子商务发展大行其道对的今天，实现虚拟世界和现实世界互动的新型OTO商业模式也在迅速发展，这种将线上线下营销、交易、消费体验等商务行为融合的商业模式可促进休闲餐饮业“为生活而消费”理念的形成与固化。休闲餐饮业作为传统餐饮业新的增长点，除传统产品、渠道、价格、促销等营销策略外，还需要拓展社会化网络营销、移动营销、服务营销、体验营销思路，在营销策略上进行创新。本文首先阐述了电子商务、OTO商业模式相关理论，通过对OTO商业模式的分析，从4R营销与CRM客户关系管理、社会化网络营销、移动营销、体验营销等方面应用研究，提出营销策略创新对休闲餐饮的必要性和可行性。而后总结OTO商业模式发展现状及趋势，分析休闲餐饮行业及该模式下顾客群体特征和实际运营中的优势与存在问题、结合趋势。并在分析的基础上对OTO模式下休闲餐饮业各功能模块进行分解，从社会化网络营销策略（平台策略、内容策略、互动策略、风险策略）、服务营销策略（产品策略、渠道策略、价格策略、促销策略、人员组织策略、过程运营策略有形展示策略）、体验营销策略三方面对OTO商业模式下休闲餐饮营销策略创新进行研究。并通过对星巴克OTO模式下营销策略应用案例分析，对其成功经验进行归纳。最后，本文进行了结论性研究，归纳了OTO商业模式下休闲餐饮总体营销策略，提出本研究的不足之处并对进一步的研究空间进行展望。
英文摘要：	From August 2011 it was firstly proposed OTO (Online to Offline; Offline to Online) business model concept by the American Alex Rampell, China set off an upsurge of practice and discussion when it is introduced in November 2011. Acting as the reality-and-illusion-interactive new e-commerce model in the field of living consumption, the core of OTO business is: from online trading to offline. That is, put promotion marketing to the ‘online’, find the online consumers, let the internet run as the front-end for the offline trading. With this mechanism, the company which provides offline living, consumption and service can attract customers via online medium, then take them to the real stores for shopping experience.With the continuous improvement and subdivision of life service consumption, casual dining, as a powerful new force in catering industry, becomes the new beloved of the market catering services.While with the popular development of e-commerce nowadays, the new OTO business model also rapidly develops which already realizes the interaction between the virtual world and the real.This business model which integrates the specific business behaviors such as online marketing, offline marketing, dealing and consumption experience can promote the formation and consolidation of the view—consumption for life—in casual dining area.As a new growth point of the traditional restaurant industry, casual dining industry needs think more of social network, marketing, mobile marketing, services marketing, and experiential marketing, innovate the marketing strategy, except for the traditional products, channels, price, promotion and other marketing strategies. This thesis firstly describes the e-commerce and OTO business model theories; puts forward the need for and feasibility of casual dining through the OTO business model analysis, from 4R marketing and CRM customer relationship management, social network marketing, mobile marketing, experiential marketing and other aspects of applied research, innovation and marketing strategy; Then summarizes OTO business models development status and trends, analyzing casual dining industry and customer group characteristics and advantages of the actual operations and problems, combined with the trend; And on the basis of the analysis, decomposes the respective functional modules of casual dining industry OTO mode and research the casual dining innovation in marketing within OTO business model from three different aspects of the social network marketing strategy (platform strategy, content strategy, interactive strategy, risk strategy), services marketing strategy (product strategy, channel strategy, pricing strategy, promotion strategy, personnel organizational policies, procedures, operational strategies demonstrate tangible strategies), experiential marketing strategy;Through the Starbucks marketing strategy OTO mode application case studies, to summarize their successful experiences. Finally, the article carried a conclusive research, summarizes the overall business model marketing strategy of OTO casual dining, put forward the inadequacies of the present study and prospects for further research.
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