某市餐饮业网络营销策略研究.rar

摘要：我国的经济近些年飞速发展，中国经济正式进入了互联网时代。电子商务已经日益成为了现代商业的主要载体。网络营销是其中发展的最迅速的、也是最受欢迎的电子商务形式之一。将现代的网络营销与传统的餐饮行业相结合势在必行，这种结合完美的体现了现代与传统的相辅相成与相互促进。餐饮业的网络营销运用体现在很多方面，例子有：网上订餐，团购，网上订餐外送等。这些正渐渐成为人们点餐时的首选方法。在经济发展速度较快的无锡，餐饮业的网络营销策略日新月异，许多商家通过种种方式吸引了更多顾客的眼球，同时餐饮业的网络营销规模也正逐步形成。机遇与激烈的竞争并存，在正视问题的基础上，不断推陈出新、开拓新的领域才能立于不败之地。而向餐饮业中注入网络营销这股活力后，必然会把无锡的餐饮业带向新的高度，开辟出更广阔的市场前景。

关键字：网络营销；无锡餐饮业；网上订餐；电子商务；营销策略；团购

Abstract:With the rapid development of China's economy, we have entered the era of the Internet. At the same time, e-commerce has become the main aspect of modern business. Network marketing is one of the most rapid developed and popular areas of e-commerce. Traditional food and beverage industry has embraced the modern network marketing, just like the combination reflecting the mixture of traditional and the modern complementary. Food and beverage industry is now using the network marketing in many ways. For example, things just like ordering Online buy Online and order for delivery, etc. These things have gradually become new choices for people when they decide to dine. Also, a variety of food and beverage industry in Wuxi, has taken Online marketing strategies into consideration. Only in this way can many businesses men attract more customers. As time moves, online marketing of food and beverage industry has gradually formed a certain scale, but in face of fierce competition and the need to address the problem exactly, comes the courage to accept the challenges at the same time. We have reasons to believe that the combination of the food and beverage industry and network marketing will definitely drive the catering industry in Wuxi to a new starting point, opening up a broader new situation.

Key words: Network Marketing; Food and beverage industry in Wuxi; Online Ordering; E-commerce; Marketing strategy; B2T

　　　餐饮网络营销原理是通过利用先进的网络技术，引导受众成为消费者，并且不自觉的参与到传播内容的活动中来。在这个潜移默化的过程中，促进消费者对餐饮产品、品牌、活动产生了解，进而产生认同和共鸣，以期达到受传双方的双向交流这一创新思维过程。

　　　这种优势是其他营销手段所不具备的，也是它超越传统所在。无锡餐饮行业由于其服务业的特殊性和竞争的激烈性，与互联网的结合成为一种必然。未来的无锡餐饮行业的网络营销，将以整体品牌的方式，涉及到网上平台订餐、电子商务交易、餐饮物流配送、人力资源管理等各个领域，可谓庞杂。然而，这条变革之路会带来更多的效益。

　　　现阶段，无锡的发展规模较大的餐饮企业已乐于接受餐饮网络营销这以一模式。该营销模式将成为餐饮企业发展的另一个庞大的，具有潜力的市场。要在无锡竞争激烈的餐饮市场上赢得一席之地，需要餐饮企业结合无锡地缘优势，积极打开信息化现代化之路，注重人才的培养和激励机制。