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论文编号：	6257
作者编号：	2120102730
上传时间：	2014/6/6 15:02:57
中文题目：	民营餐饮企业的网络营销研究
英文题目：	Research on Network Marketing of Private Catering Enterprises
指导老师：	李亚
中文关键字：	民营餐饮企业;网络营销;营销策略
英文关键字：	Private catering enterprises;Network marketing;Marketing strategy
中文摘要：	随着我国国民经济的高速发展，互联网技术的不断创新，餐饮业进入了空前繁荣的时期，繁荣的背后是餐饮企业数量的大幅度增加，竞争愈加炽热化，互联网下的网络营销显然是其最好的新的营销渠道，但随着网络营销被广大餐饮企业采用，除有些国际大型连锁餐饮企业应用的比较成熟外，我国民营餐饮企业在开展网络营销时，仍存在很多问题，需要我们帮助其分析，并提出解决对策。本文通过资料分析和市场调研对餐饮企业现处的网络营销现状做以详细了解，同时分析了网络营销环境对餐饮业发展的利弊，指出民营餐饮企业在开展网络营销时经常出现的问题，并对这些问题加以分类、归纳，从宏观环境、行业特征、企业内部、消费者行为等因素对这些问题进行深入分析，找出影响民营餐饮企业网络营销的关键要素：网络营销定位、网络营销运营、网络营销推广，并对这些要素做更进一步的分析。从目标市场、客户群体、模式与产品选择三个方面分析网络营销定位；从运营流程、运营团队建设、运营实施与监控三个方面分析网络营销运营；从推广方式、线上与线下推广结合、线上营销与线下活动对接三个方面分析网络营销推广。最后根据上述分析，从定位、运营、推广三个方面提出了民营餐饮企业网络营销策略。本文的研究，一方面丰富民营餐饮企业开展网络营销的理论内容，促进网络营销理论的不断完善，为民营餐饮企业开展网络营销提供理论依据；另一方面，在实践中为民营餐饮企业开展网络营销时给予有力的指导，快速推动我国的餐饮行业的发展。
英文摘要：	With the high-speed development of national economy and the continues innovation of internet technology catering industry enters into a boom period.The number of catering industry increasing dramatically and competition becoming more intensively,network maketing has been sean the most effective marketing way.Although more and more catering enterprises has developed network marketing,only a small of fraction of internetional large-scale chains develop network marketing successfully.more problemse in developing network marketing appeared for private catering enprises in China, we shall analyze and explain the issues and help private catering enprises with a resolution. This thesis data analysis and market research on the status of network marketing at catering enterprises now do to learn more about, and analyzes the pros and cons of network marketing environment on the development of the catering industry, noted in the conduct of private catering business network marketing recurring problems, and these issues categorized, summarized, from the macro environment factors, industry characteristics, enterprise, consumer behavior on these issues in-depth analysis to identify the key elements that affect private catering business network marketing: Internet marketing positioning, network marketing operations, network marketing, and these elements do further analysis. From the target market, customer groups, patterns and product selection three aspects of network marketing positioning; from operational processes, operations team construction, operation and monitoring of the implementation of the three aspects of network marketing operations; promotion combined from promotion, online and offline , online marketing and offline activities docking analysis of three aspects of network marketing. Finally, based on the above analysis, from the location, operation, promotion of the three aspects of private catering business internet marketing strategy. The one of the purpose of the research is to improve the Network marketin theory of small to medium-sized catering enterprises and provide theoretical basis for small to medium-sized catering enterprises to carry out the network marketing.the other one is provide guidance method and rapidly promote the development of catering industry in our country.
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