餐饮企业互动营销:模型、策略及其评价

Interactive Marketing of Catering Enterprises:Model,Tactics and Evaluation

餐饮企业属于进入门槛较低的服务业,竞争异常激烈。餐饮企业与顾客之间的客户关系呈现出新特点,互动性越来越强。欲吸引和留住顾客,餐饮企业需要为其提供良好的互动体验。互动营销由信息互动、社会互动、情感互动和理念互动构成,从互动深度的角度构建了餐饮企业互动营销模型。要有效开展互动营销,餐饮企业需要设计引人注目的信息,建立与顾客频繁联系的接触点,激发与顾客的情感交流,建设顾客充分认同的企业文化。对于餐饮企业互动营销策略的评价,信息互动侧重曝光度和反馈率,社会互动侧重信任度和参与度,情感互动侧重偏好度和满意度,理念互动侧重重复消费率和口碑推荐率。

Catering enterprises belong to the service industry with low entry threshold and fierce competition.The customer relationship between catering enterprises and customers presents new features and becomes more and more interactive.To attract and retain customers,catering enterprises need to provide them with good interactive experience.Interactive marketing is composed of information interaction,social interaction,emotional interaction and idea interaction.The interactive marketing model of catering enterprises is constructed from the perspective of interaction depth.To effectively carry out interactive marketing,catering enterprises need to design eye-catching information,establish frequent contact points with customers,stimulate emotional exchanges with customers,and build corporate culture fully recognized by customers.For the evaluation of interactive marketing tactics of catering enterprises,information interaction focuses on exposure and response rate,social interaction on trust and engagement,emotional interaction on preference and satisfaction,and idea interaction on repeated consumption rate and word-of-mouth recomme-ndation rate.