餐饮业网络营销策略研究——以杭州知味观为例

Research on the Internet Marketing Strategy of Catering Industry——Take Hangzhou Zhiwei View as an Example

网络营销已经成为现代市场营销的重要组成部分。本文在分析市场营销和网络营销的基础上,解剖餐饮企业现状,对餐饮行业的网络营销特点进行系统梳理。课题选取具有代表性的连锁餐饮企业知味观为研究对象,通过充分的分析论证,对杭州知味观的网络营销策略进行优化,并提出可行的创造性对策及建议,为餐饮企业开展网络营销工作提供经验借鉴。

Network marketing has become an important part of modern marketing.Based on the analysis of marketing and network marketing,this paper dissects the current situation of catering enterprises and systematizes the characteristics of network marketing in catering industry.The topic selects the representative chain restaurant enterprise to know taste view as the research object,through the full analysis demonstration,carries on the optimization to the Hangzhou knowing taste view network marketing strategy,and proposes the feasible creative countermeasure and the suggestion,for the catering enterprise network marketing work provides the experience to draw lessons from.