电子商务论文餐饮网络营销.doc

摘 要 餐饮网络营销策略是通过利用网络技术，引导受众参与传播内容，对餐饮产品、品牌、活动产生了解、认同和共鸣，以达到受传双方双向交流的创新思维过程。这种优势是其他营销手段所不具备的。任何新事物的出现都有一个适应的过程和认同期，目前多数餐饮企业的经营者更多考虑的是短期利益和自身利益，尽管有更新更好的经营方式，也不容易被人们较快接受。由于许多人的时间价值观念尚未充分建立，也不轻易接受新的营销方式，这样会制约网络营销方式的实现。从消费者来说，不成熟的市场经济中出现的某些弊端使人们仍心有余悸，对新的东西总是过分理智化或带有一种不信任感，这就需要人们对现代营销方式的进一步认同。美国经济学家曾提出了“注意力经济”的概念，他们认为，在信息化社会中，信息已经是一种虚拟的经济资源，最稀缺的只是人们的注意力，可以说，在商业信息爆炸的网络经济环境中，餐饮网络营销的实质就是吸引消费者的注意力。餐饮网络营销Abstract Food network marketing strategy is through the use of network technology, boot the distribution of content, audience participation on food and beverage products, brands, campaigns have understood, agreed and resonance, to achieve two-way communication between the two sides are borne of creative thinking process. This advantage is other marketing tools. The emergence of any new things has an adaptation process and approval stage, at present most of the food business operators more consideration is the short-term interests and their own interests, although there are newer and better mode of operation, do not easily accept people faster. Because many peoples time value has not been fully established, will not easily accept new marketing methods, this will restrict network marketing methods of implementation. From the consumer, not mature market economy some disadvantages that people still shudder at the thought of, on new things too rational or a slow, requiring people to modern marketing further recognition. American economist who made the attention economy of concepts, they are of the view that, in the information society, information already is a virtual economic resources, the most scarce peoples attention, it can be said, in commercial information explosion of the Internet economy, environment, food and beverage marketing essentially attract consumers attention. This article to Dalian Tonglaide Dining management co., Ltd. (article referred to as the hardness of the Tonglaide-pot), for example, by collecting a variety of hot pot of Tonglaide, Miss Tonglaide chafing