Application Of Wechat Marketing In Catering Enterprises

In recent years,the living standard of our people has been improving day by day,and the rhythm of life has been accelerating day by day.In such a context,the catering industry is welcoming good opportunities for their development.In the meantime,it is also facing more and more intense competition.WeChat,with its unique advantages,has been highly praised by users since its birth.Wechat payment has stepped into the online payment market,and the development of WeChat public accounts has made a great contribution to the connection between enterprises and customers.As a new type of marketing tool,WeChat has drawn the attention from the public.How catering businesses can make good use of this tool for their promotion and development has become an issue of great realistic importance.The first part briefly introduces the background,significance,ideas and methods of this research,and summarizes the research related to this topic at home and abroad.The second part combines the SCP paradigm of catering industry to analyzes the market and the existing circumstances of food industry WeChat marketing: Although most enterprises are engaged in Wechat marketing,it proves to be ineffective,due to the lack of awareness of the administrators,lack of professional staff,monotonous marketing method,improper timing of information publishing,and neglect of customer service and management.Based on such background,the third part describes the current situation of WeChat marketing and relevant theoretical basis,providing theoretical framework and guidance for the following three chapters.The third,fourth and fifth chapters are the main body of this research.Chapter three selects H company and briefly introduces H Company and its WeChat marketing model.The fourth chapter analyzes the WeChat marketing strategy of H Company by combining the Fishpond Theory and the 4I Principle.It points that H Company has advantages in WeChat marketing selection and consumer preference analysis,but there are still some defects in the content publish of WeChat official account.Based on the above situation,the fifth chapter puts forward some suggestions for WeChat marketing in catering industry.To conclude,it is suggested that,in the Wechat era with highly competitive market,catering enterprises need to look ahead and be innovative with regard to Wechat marketing in order to take advantage and maintain a sustainable development.It is hoped that this study,though centering on H Company,can offer some useful inspiration to the Wechat marketing of the catering industry in other industries.Finally,the conclusion is drawn that the catering industry is highly competitive and it is necessary to carry out WeChat marketing.H company pays attention to WeChat marketing,but in the marketing process,the cotents is single,innovation is not high,thus difficult to achieve the purpose of precision and personalized marketing.Therefore,it is necessary to improve WeChat marketing channel,relevant personnel training and content attractiveness.