ResearchonOnlinerestaurant“diners
“marketingstrategy
byWangYushu
Supervisor:ProfessorZhaoJunping
PluralisticSupervisor:SeniorEngineerWangYu
AThesisSubmittedtotheNortheastPetroleumUniversity
Inpartialfulfillmentoftherequirement
FortheProfessionalMasterofBusinessAdministration
Full-time
June,2018
东北石油大学MBA学位论文
I
网红餐厅谈食客营销策略研究
摘要
当前在主流餐饮业增速放缓的状况下，餐饮行业悄悄走上了转型的道路，在O2O
和大数据技术的引领下，更多互联网营销手段被广为认知，同时由于人们对于SNS社
交网络的依存度逐渐提高，其与O2O、大数据等技术相结合产生的网红餐厅应运而生
在这背景下，网红营销都逐渐为人所熟知并且使用，但是网红餐厅由于缺乏好的营销和
经营策略，寿命短暂，这成为制约网红餐厅发展的关键因素
本文以网红餐厅谈食客为对象，研究其营销策略问题。首先阐述了研究背景、目的
和意义，综述了相关研究现状，确定了研究内容、思路与方法；其次概述了相关概念与
理论，为后续提供理论基础；通过对谈食客营销环境的SWOT分析，明确内外部环境，
通过对谈食客优势、劣势、机会和威胁的分析，最后得出应使用WO战略的战略选择，
并通过进行具体的策略制定，从产品策略、定价策略、渠道策略、促销策略四个方面对
企业营销策略提供解决方案，产品策略方面，主要包括产品安全策略、产品成本、产品
质量、产品研发、产品包装等策略；定价策略方面，主要包括成本核算、区别定价、低
价竞争、撇油定价、渗透定价、满意定价、组合产品定价等策略；渠道策略方面，主要
包括店面直销、建立分销渠道、开发电商渠道、开发外卖渠道等策略；促销策略方面，
主要包括广告、病毒式营销、互助式营销、营业推广等策略，希望通过这些策略组合为
其他网红餐厅的营销策略分析制定提供思路和经验参考
关键词：谈食客；网红餐厅；营销策略；SWOT分析
东北石油大学MBA学位论文
II
Researchonmarketingstrategyofwebcelebrityrestaurant
ABSTRACT
Today,moreandmorepeopleenterthecateringindustrythebecauseoftheexplosive
growthoftheindustry'sexplosivegrowth,Withthemainstreamcateringindustryslowing
down,thecateringindustryhasquietlyembarkedontheroadoftransformation.Underthe
guidanceofO2Oandbigdatatechnology,moreInternetmarketingmethodshavebeenwidely
recognized.Atthesametime,people'sdependenceonSNSsocialnetworkisgradually
increased,Webcelebrityrestaurantcameintobeing.Inthiscontext,webcelebrity,web
celebrityeconomyandwebcelebritymarketingareallgraduallywell-knownand
booming,However,duetothelackofgoodmarketingandmanagementstrategies,web
celebrityrestaurantisquickincollapse.
Inthispaper,themarketingstrategyofwebcelebrityrestaurantwasstudied.Firstly,the
background,purposeandsignificanceoftheresearchareexpounded,andtherelatedresearch
statusissummarized,andtheresearchcontent,ideasandmethodsaredetermined.Secondly,
relatedconceptsandtheoriesaresummarizedtoprovidetheoreticalbasisforthefollow-up.
DinersmarketingenvironmentofSWOTanalysisandthroughdialogue,clearinternaland
externalenvironment,throughthedialoguedinerstheanalysisofthestrengths,weaknesses,
opportunitiesandthreats,finallyitisconcludedthatshouldbethestrategicchoiceof
settlementusingthestrategy,andbymakingconcretestrategy,fromproductstrategy,pricing
strategy,channelstrategy,promotionstrategyfouraspectsprovidesolutionstotheenterprise
marketingstrategy,productstrategy,mainlyincludingproductsafetystrategy,productcost,
productquality,productdevelopment,productpackagingstrategy;Pricingstrategiesmainly
includecostaccounting,differentialpricing,lowpricecompetition,skimmingpricing,
penetrationpricing,satisfactorypricing,portfoliopricing,etc.Intermsofchannelstrategy,it
mainlyincludesdirectstoresales,establishmentofdistributionchannels,developmentof
e-commercechannels,developmentoftake-outchannelsandotherstrategies.Promotional
strategies,mainlyincludingads,viralmarketing,collaborativemarketing,businesspromotion,
suchasstrategy,hopethatthroughthesestrategiesforotherwebredrestaurantgivesthetrain
ofthoughtandexperiencereferenceformarketingstrategyanalysis.
KeyWords:dinner;webcelebrityrestaurant;Marketingstrategy;SWOTanalysis。