乡村基的网络营销策略研究.doc

摘要:作为中国米饭快餐业的领航者，乡村基凭着良好的品质和优质的服务成为顾客最喜欢的用餐场所之一，然而相对于一些西式快餐厅来说，其经营规模和品牌知名度都是不理想的，尤其是在网络营销策略这一块，乡村基做得远远不够。在这样的背景下，乡村基要着重利用好网络营销策略以使自己日后的发展之路能够走得更远。

　　　本文以网络营销策略为理论基础，通过对市场的正确分析，找到乡村基的优势所在以及其现阶段还不完善的一系列措施，研究最适合乡村基的网络营销策略，得出乡村基的综合分析结论：①乡村基在网络营销方面远远落后于西式快餐连锁店，应结合自身的优势，选择最适合于自身的网络营销策略，并做好实施计划；②虽然乡村基有一套自己的战略体系，但不能墨守成规，要懂得随着社会的发展、消费者需求的变化而改变；③乡村基要提高对网民的重视，通过网络营销来获得网民这一庞大的消费群体，提高自身品牌的知名度和美誉度。此外，还为乡村基的网络营销提出了具体的实施途径：建立自己的网站，实现网站营销；充分运用网络平台的推广；开启网上订餐服务；创新微博及微信营销；构建SNS营销虚拟游戏。

关键词 乡村基 网络营销 SNS营销

Abstract:As the leader of the Chinese rice fast food industry, CSC, with good quality and high quality service to become one of the customer favorite dining, however, with respect to a number  of Western-style fast-food restaurant, the scale of its operations and brand awareness is not ideal, especially in the online marketing strategies, CSC did not go far enough. In this context, the rural base to focus on to make good use of online marketing strategies to make their own future   development of the road to be able to go further.

　　　In this paper, the network marketing strategy based on the theory correct analysis of the market to find the advantage of the CSC, and its not perfect at this stage a series of measures to study the most suitable for CSC online marketing strategies to come to the village-based integrated analysis Conclusion: ① CSC network marketing is far behind the Western-style fast-food chain, should be read in conjunction with its own advantages, choose the most suitable for their online marketing strategies and good implementation plan; ② Although the rural group will have its own strategic system , but can not stay in a rut, to know how to change with the development of society, changes in consumer demand; ③ rural base to raise the importance of Internet users, Internet users through the network marketing this huge consumer groups, to improve their own brand awareness and reputation. In addition, specific implementation for the CSC network marketing: to establish official website, website marketing; make full use of the network platform for the promotion; open online ordering service; innovative microblogging micro-letter marketing; to build SNS marketing virtual game.

Keywords Country style cooking  Network marketing strategy  SNS marketing strategy