在移动互联网技术快速发展的今天，社会化新媒体因其传播便捷，易于操作的特 点，已经成为大众生活中极为重要的组成部分，与此同时，社会化媒体营销有着传统 媒体无法比拟的传播效果和优越性，在企业营销中的地位越来越重要。新媒介时代， 企业开启社会化媒体营销已成为大势所趋。而“民以食为天”，餐饮行业作为传统产 业中重要的一环，也必须适应时代的变迁，转变营销方式成为大势所趋。 因此，本文以某餐饮连锁店为例，基于 AISAS 理论，着重从社会化媒体的营销 体验、营销媒介以及营销技术等方向，分析总结了企业营销对于新兴的媒体营销方式 的迫切需求和运用效果。 本文的第一章为绪论，简要交代了选题背景、研究目的、研究内容与方法和文献 综述等。本文第二章，简述了社会化媒体营销的概念及特点，以及 AISAS 社会营销 理论的定义及内涵。本文第三章，着重介绍了 LXJ 餐饮企业的营销现状以及 LXJ 进 行社会化媒体营销的现实动力，对其进行了 SWOT 分析。分析了 LXJ 在社会化媒体 的潮流下有意识的融入却缺失一些专业的方法，因此在社会化媒体营销上仍存在认知 不全面、方式单一化、效果不理想、创新性不强等一些问题。第四章，结合餐饮企业 社会化媒体营销的选择依据，分析了在AISAS的理论下LXJ的营销思路和具体建议， 指出 LXJ 应遵循 AISAS 的消费者行为模式，从引起关注和兴趣开始，引发消费者的 搜索和消费行为，最后通过互动分享完成整个消费的完整循环。最后一章为结论和进 一步研究展望。 当前阶段，餐饮企业的社会化媒体营销整体还处于探索阶段，跟其他行业比起来， 仍有许多不足和局限，希望本文总结的 LXJ 餐饮实例可以为其他的餐饮企业社会化 媒体营销提供一定的参考价值。另外，最后一章提出了五点未来发展的建议，希望能 为餐饮企业营销提供一定的思考。 关键词：互联网；AISAS 理论；社会化营销；餐饮企业I ABSTRACT Under the basis of rapid developping mobile Internet technology, Social media and app programs are starting to show up. It is spreading quite fast and its interface is simple and easy to handle. So it has become an important filler in the social life of the audience to kill the fragment time. At the business atmosphere, social media based on the link of relationship has also entered the perspective of enterprise marketing. Such communication mode and effect of social media have so many advantages that traditional media can never match, and it is playing an increasingly important role in the enterprise marketing practice. Enterprise social marketing has become an inevitable trend in the new media environment. People can not live without food,as an important part of the traditional industry, the catering industry must adapt to the changes of The Times and the transforming of marketing mode will be a general trend. Therefore, this paper takes a catering chain store as an example and, based on AISAS theory, focuses on the marketing experience, marketing methods and marketing technology of social media to analyze and summarize the urgent needs and utilization effects of new enterprise marketing methods. The first chapter of the article is the introduction, which explains the background of the subject selection,methods and the significance of the research. The second chapter of this paper analyzes the concept and characteristics of social media marketing,And put forward to the related theory for AISAS,The third chapter mainly introduces the marketing status and existing problems of the catering enterprise LXJ ,then conduct it’s SWOT analysis. Cite the real Demand of social media marketing of LXJ. This chapter analyzes LXJ's conscious integration in the trend of social media, but lacks some professional methods. Therefore, there are still some problems in social media marketing, such as incomplete cognition, single mode, unsatisfactory effect and weak innovation. Chapter four, combined with the basic strategies and choices of social media marketing, analyzes the marketing strategies and specific Suggestions for catering enterprise LXJ based on AISAS theory,indicate that LXJ shall follow consumer’s behavior patterns，arouse their attention and interest，then complete the cycle of consumption by interactive sharing. The last chapter is the conclusion and prospect of further research. At the current situation, the social media marketing of catering enterprises is still in the exploration stage. Compared with other industries, there are still many deficiencies and limitations. I hope that the LXJ catering case which summarized in this paper can provideII some value references to the social media marketing of other catering enterprises. In addition, the last chapter puts forward to five Suggestions for future development, in the hope of providing some ideas for catering enterprises' marketing. KEYWORDS: Internet; AISAS theory; Social marketing; Catering enterprises1 目 录 第一章 绪论...................................................................................................1 第一节 选题背景............................................................................................................1 第二节 研究目的与意义................................................................................................1 第三节 研究内容与方法................................................................................................2 一、研究内容...............................................................................................................2 二、研究方法...............................................................................................................3 第四节 文献综述............................................................................................................3 第二章 相关理论基础...................................................................................5 第一节 社会化媒体营销概念........................................................................................5 一、社会化媒体营销概念...........................................................................................5 二、社会化媒体营销特点与发展...............................................................................7 三、社会化媒体营销与传统营销的比较...................................................................7 第二节 AISAS 社会化营销理论 ...................................................................................8 一、AISAS 营销理论定义及内涵...............................................................................8 二、AISAS 营销理论的发展及优势...........................................................................9 三、AISAS 营销理论对消费者行为影响.................................................................10 第三章 LXJ 餐饮企业营销现状分析.........................................................12 第一节 背景介绍..........................................................................................................12 一、企业介绍.............................................................................................................12 二、行业背景.............................................................................................................12 三、企业现状.............................................................................................................14 四、社会化媒体营销现状.........................................................................................15 第二节 企业营销环境基础..........................................................................................16 一、PEST 宏观环境...................................................................................................16 二、微观环境.............................................................................................................18 第三节 LXJ 餐饮企业营销 SWOT 分析.....................................................................202 一、优势因素............................................................................................................. 20 二、劣势因素............................................................................................................. 21 三、机会因素............................................................................................................. 22 四、威胁因素............................................................................................................. 22 第四节 LXJ 对社会化媒体营销的现实需求.............................................................. 23 一、传统行业与互联网+的融合趋势....................................................................... 23 二、消费者媒体意识的增强和使用行为的转变..................................................... 24 三、餐饮企业社会化媒体营销技术动力................................................................. 25 四、社会化媒体改善餐饮消费体验......................................................................... 26 第五节 LXJ 社会化媒体营销存在问题...................................................................... 26 一、对社会化媒体营销认知不够............................................................................. 26 二、营销方式单一化................................................................................................. 27 三、营销效果不理想................................................................................................. 28 四、创新性不强......................................................................................................... 28 第四章 LXJ 餐饮企业社会化媒体营销.....................................................30 第一节 LXJ 社会化媒体营销选择依据...................................................................... 30 第二节 LXJ 基于 AISAS 的社会化媒体营销思路.................................................... 31 一、引起关注，激发兴趣......................................................................................... 31 二、引导搜索，产生消费行为................................................................................. 32 三、互动分享............................................................................................................. 36 第三节 LXJ 社会化媒体营销的具体建议.................................................................. 36 一、加强互联内+全媒体融合................................................................................... 36 二、深挖 UGC 用户体验 .......................................................................................... 37 三、利用大数据精准营销......................................................................................... 38 第四节 LXJ 社会化媒体营销策略的实施保障.......................................................... 39 一、打造高标准的专业性团队................................................................................. 39 二、强化专业技术的支撑和创新............................................................................. 39 三、提升营销策略实施的准确性............................................................................. 40 第五章 结论及展望.....................................................................................41 第一节 结论.................................................................................................................. 413 第二节 进一步研究展望..............................................................................................42