Research On Online Restaurant "Diners" Marketing Strategy

Today,more and more people enter the catering industrythe because of the explosive growth of the industry's explosive growth,With the mainstream catering industry slowing down,the catering industry has quietly embarked on the road of transformation.Under the guidance of O2 O and big data technology,more Internet marketing methods have been widely recognized.At the same time,people's dependence on SNS social network is gradually increased,Web celebrity restaurant came into being.In this context,web celebrity,web celebrity economy and web celebrity marketing are all gradually well-known and booming,However,due to the lack of good marketing and management strategies,web celebrity restaurant is quick in collapse.In this paper,the marketing strategy of web celebrity restaurant was studied.Firstly,the background,purpose and significance of the research are expounded,and the related research status is summarized,and the research content,ideas and methods are determined.Secondly,related concepts and theories are summarized to provide theoretical basis for the follow-up.Diners marketing environment of SWOT analysis and through dialogue,clear internal and external environment,through the dialogue diners the analysis of the strengths,weaknesses,opportunities and threats,finally it is concluded that should be the strategic choice of settlement using the strategy,and by making concrete strategy,from product strategy,pricing strategy,channel strategy,promotion strategy four aspects provide solutions to the enterprise marketing strategy,product strategy,mainly including product safety strategy,product cost,product quality,product development,product packaging strategy;Pricing strategies mainly include cost accounting,differential pricing,low price competition,skimming pricing,penetration pricing,satisfactory pricing,portfolio pricing,etc.In terms of channel strategy,it mainly includes direct store sales,establishment of distribution channels,development of e-commerce channels,development of take-out channels and other strategies.Promotional strategies,mainly including ads,viral marketing,collaborative marketing,business promotion,such as strategy,hope that through these strategies for other web red restaurant gives the train of thought and experience reference for marketing strategy analysis.