Research On The Strategy Of M Catering Enterprises Using The Internet Marketing

This article takes M company,a typical catering enterprise as the research object.By studying the problems in Internet Marketing,this paper summarized the efficiency of knowledge management in the transformation environment of the domestic catering industry.M company's key character is that it has many franchises,which have become extensions of the company.Company sales,marketing,branding is all attached to these franchisees.Most of them are off-line physical stores.In the advent of the Internet era,the market is being continuously segmented.These small businesses activities have huge market opportunities and development potential.Therefore,it is the overall direction of M's Internet transformation strategy to reshape and innovate its brand value and to condense its inherent competitive advantages while taking into account market changes and characteristics.With the Internet channels such as e-business platform,WeChat,and self-built social networks,M Company has reshaped the company's brand image and corporate strategy in the public mind.However,to fully utilize the role of these social platforms and channels,M company's application of Internet technology,the upgrade of the information management system and the development of platform-related functions are essential,which constitute the main marketing solution for M company.This study is divided into three main steps.Firstly,through literature research and questionnaire,we find out the marketing problems of M company.Then use the data obtained from empirical research to analyze the causes of the problem.Finally,after consulting a large number of Internet marketing research and marketing strategies of catering enterprises,combined with the advan tages of both and M company's own characteristics,proposed solutions to the problem.On the basis of the data obtained from the field survey of M company,it is found that the market impact of M company is mainly manifested in the problems of marketing effect is not obvious,customer growth rate is not as expected,and enterprise marketing transformation is slow.On the basis of these problems,this paper summarizes the three main reasons that M company has a traditional marketing approach,customer positioning has not kept up with the marketing environment,and brand promotion is not enough.Based on the marketing situation of M company and the practical experience of many catering enterprises,this paper,aiming at the shortcomings of M company in marketing promotion and enterprise transformation,proposes to integrate online and offline channels to carry out community marketing,realizing online promotion to offline,offline practice of brand value and greatly expanding it.Enterprise user audience.According to the different needs of customers,it also finds a new breakthrough for the market expansion of enterprises.Relative to the previous situation that each entity store is fighting alone,the construction and promotion of enterprise informatization has activated the big data in the enterprise,so that it can also produce value for the enterprise.In the era of the Internet,using big data to analyze users' needs and formulate corresponding marketing strategies is a winning tool for enterprises,and the follow-up should also continue to update iteratively.In the process of realizing Internet marketing,M company consciously utilizes online multi-channel resources,integrates offline traditional management,expands enterprise marketing channels,and achie ves the dual development of online and offline.Ultimately,the dynamic pattern of "Internet + transformation" promoted by each other.