The Social Media Marketing Model Of D Catering Chain Enterprise

The development of mobile Internet technology and artificial intelligence technology brings severe challenges to the traditional catering industry,but also creates opportunities for the digital upgrading and transformation of the traditional catering industry.With the rapid growth of the scale of international famous catering chain enterprises in China,the scale level and market concentration of a large number of local catering chain enterprises in China have been strengthened.The service and products of catering chain enterprises are trapped in the whirlpool of homogenization competition.The development of social media is in full swing,and the main new generation of consumer demand is becoming long tail,individualized,diversified and stratified,which has injected many new factors into the various social communication habits,life style,consumption behavior and consumption habits of modern people,and further changed the various consumption behavior patterns of modern people.Social media marketing is a kind of marketing activity which takes a kind of social media as its core attribute.It has the incomparable information dissemination effect and superiority of traditional marketing.In the enterprise's marketing activities occupy a more important position.D catering chain enterprises,as Chinese local western-style catering chain enterprises,how to adapt to the continuous transformation and upgrading of the consumer market,effectively realize the value of products and services,fundamentally grasp the consumer demand of customers,Break through the traditional marketing model and build an effective social media marketing model,become an important subject of D catering chain enterprise marketing strategy implementation and transformation and upgrading.Firstly,this paper discusses the research on social media marketing theory at home and abroad,analyzes the characteristics and development trend of the research theory through the existing literature and application practice at home and abroad,and summarizes the differences between the traditional marketing model and the social media marketing model.The SICAS model and its adaptability in catering chain enterprises are analyzed.Secondly,through the in-depth analysis and discussion of the current situation of social media marketing in D catering chain enterprises,this paper puts forward some practical problems in the development of social media marketing in D catering chain enterprises.Find out the causes of these problems from the mobile Internet situation.Meanwhile,we use the theory of social media marketing,SICAS model and consumer behavior to analyze,the main purpose is to study the social media marketing model of D catering chain enterprises.Secondly,through the introduction of three successful catering chain enterprises H,K,X of social media marketing practice analysis and comparison,summed up their social media marketing model common and differences.According to the case summary and enlightenment of these three representative catering chain enterprises,the SICAS model of catering chain industry is improved.Finally,according to the improved SICAS model of catering chain enterprises,the social media marketing model of D catering chain enterprises is constructed,and the optimization and implementation strategy of social media marketing model of catering chain enterprises is put forward.In addition,there are some shortcomings in the research on the direct influence of employees on social media marketing and the effect of marketing management of all kinds of social media.However,this study does not analyze the direct factors of employees,and the direct impact of employees on social media marketing is objective.There are no statistics on the marketing effect of all kinds of social media.Different social media have different evaluation indexes of their marketing effect,and social media marketing is a long-term marketing process,which can not be replaced by short-term marketing effect.There is no recognized evaluation model for social media.Under the impact of mobile Internet,this paper puts forward the optimization strategy of D catering chain enterprise social media marketing model through the research of its social media marketing model.It is expected to become the basis and reference of marketing practice of D catering chain enterprises,promote the construction of social media marketing communication and marketing ecosystem,and provide reference for the transformation and upgrading of traditional marketing mode of other catering chain enterprises.