In order to ensure the smooth progress of things or work, the plan is often required to formulate a plan. The plan is to solve a problem or a project, a detailed process. So have you understood the plan? The following is a scheme of the catering marketing plan I compiled for your reference. I hope to help friends in need. The dining marketing plan plan 1 The two major weaknesses of the two catering brand marketing plan The seven weak ribs of the marketing planning of catering brand marketing. In the last issue, we introduced two points, that is, the core value of the brand is unclear and the brand awareness. In this issue, Hongzhi Ruida Hebei Marketing Planning Consultant will introduce the following two points 1. Lack of long -lasting quality is the success of blood and multi -catering companies after the brand creation, eager to pursue high output, High -benefit, low cost, using the practice of reducing processes or replacement of raw materials to reduce costs and increase output, resulting in a decline in product quality; at the same time, with the expansion of scale, service quality and catering environment are far less than before. I gave up consumers myself. The second is that the management of “software” of catering companies cannot keep up. The lack of quality assurance system, resulting in unstable quality, the quality of dishes is suddenly bad, which affects sales and market share. Some catering companies have smashed their signboards due to accidental quality accidents and were eliminated by the market. Similar incidents were common in catering companies. 2. The corporate image shaping is poor. The brand image is a psychological graphics generated by customers. It has already become the most important indicator of consumers when consumed, and the brand is not clear. How can consumers immediately identify? The shaping of the product is not consistent with the characteristics of consumers in terms of product characteristics, and it is still very weak in terms of beautiful shape, fashion, elegance, and diversity. Weakness. Once the impact and radiation of the brand image are shaped, the brand will vividly present in front of people’s eyes, increase the connotation of the product from various aspects, and the image of sublimation products can feel that consumers will feel among the many information and feel that The existence of the brand is the cause of the image. If the brand does not have a distinctive image, it will definitely be drowned in the market. The dining marketing plan scheme 2 I. Do a good job of marketing conversion in the peak season and off -season Don’t watch every day in the Spring Festival and peak season. Due to the traditional Chinese customs, as soon as the Spring Festival, the consumption power of the whole society has a eruption in the short term. The restaurants in large and small are almost full of every family, and it is difficult to say how good your marketing work is doing. The actual test of marketing is whether it is a thousand feet in the off -season, whether it can continue and stable operations in a year, and whether it has a high satisfaction and reputation among customers? Formation. The goals of successful restaurant marketing are very clear, the strategies are very clear, and they are promoted to implementation according to the plan. One thing is how to do a good job in the conversion of the peak season and off -season marketing strategies. “The peak season is profitable, the off -season is available”, which should be the core idea of restaurant marketing. To take profit is to seize the maximum sales and obtain the maximum benefits. To take the momentum is to obtain high points and strive for valuable things, including operating popularity, customer reputation, brand awareness, and so on, so as to establish long -term strategic advantages. The relationship between “potential” and “benefit” is completely unbroken. Without the “potential” of the off -season as the pavement, it is difficult to obtain the “profit” in the peak season. And there is no “profit” in the peak season, and it is impossible to support the restaurant to obtain the required “potential” in the off -season. Often restaurants that have done well in the off -season marketing work can be profitable without investing too much marketing costs in the peak season. This is the success of the water. During the off -season, the focus of marketing work can be summarized into three aspects: 1. The maintenance of old customers. 2. Development of new customers. 3. The shape of the brand image. To do these three aspects, moderate marketing costs are essential, rather than blindly lowering operating costs without blindly lowering the operating costs. At this stage, we should relatively despise the yield, and pay more attention to the seat rate and the satisfaction of customers, and finally achieve the profitability of the peak season and the annual returns. . To recognize market changes, calmly cope with This needs to make correct judgments and analysis from the market positioning of the restaurant, from the source composition, consumer motivation, and the adjustment trend of the post -holiday catering market. Then invest in limited marketing resources to the most effective target market. For medium and high -end restaurants, the most important customer groups in the Spring Festival are officials (including government and military), business and other social group consumption. Take care of it and be neglected. However, after the Spring Festival, the source structure of the catering market will change. Due to the centralized assault consumption before the holiday, the enthusiasm of the group consumption after the festival will decrease, and the frequency of consumption. Correspondingly the share of family consumption and loose customer consumption has risen. During the festival, the wedding and birthday feasts, the 100 -day banquet of many annual banquets, celebration feasts, etc., will appear more prominent in the off -season, becoming one of the pillar revenue sources of many restaurants. And another market, such as the exhibition and tourism team, almost pause during the Spring Festival, but it will also become a part that cannot be ignored after the festival. . Grasp the small climax in the off -season It in the off -season after the Spring Festival, there are also some small consumption hotspots. For example, 3 or 8 Women’s Day, many units will organize female employees to celebrate. Consumers will also meet with friends to enjoy food together. There will also be some different exhibition business opportunities in various places. For example, the 20xx spring sugar wine party in March will be held in Chengdu. The entertaining banquet will set off a small boom in catering consumption in the short term. The restaurant should formulate a marketing plan early, carry out marketing promotion work in an orderly manner, and strive to win a good climax in these off -season. . With the marketing activities of the off -season, maintain moderate advertising During the peak season, your advertisement is often drowned in the ocean of advertising. In the off -season, moderate marketing activities with moderate advertising will make your restaurant look more eye -catching in the entire industry, the effect of brand promotion will be better, and the effect of marketing activities will be better. . Cutting firewood and grinding knife are not wrong The marketing work in the off -season should catch both hands and grasp the market in one hand, the so -called “cut firewood”. The other hand is practicing internal skills, the so -called “grinding knife”. The previously described some strategies for the market. Regarding the practice of internal skills, I have some suggestions: 1. Summary of the gains and losses of marketing work in the peak season, and continuously improve the ideas and methods of marketing. 2. Re -review the follow -up marketing work plans that have been formulated, revise and improve. 3. High -quality products and services are the best marketing, so when the business is not very busy in the off -season, carry out system service and production skills training to continuously improve service quality. 4. Eliminating unqualified marketers, recruiting new marketers, and conducting comprehensive training. 5. Review the shortcomings of the restaurant’s past brand display, enrich the brand connotation, and strive to create a high -quality brand image. It after the Spring Festival, the off -season situation of the catering industry is severe, so we must make a good market for marketing management, so as to allow their companies to win more benefits. The dining marketing scheme scheme 3. 1. Bar door production Peviners perfectly create Qixi Valentine’s Day atmosphere. With the lighting effect, it is absolutely attractive to passers -by. The request is as follows. Themiao bridge model, one pair of cowboy weaving female models, one chasing light, 2 PA lights, 6 meters of red carpet, 2 bubble machines, , the whole of items and clothing Follow the theme of Valentine’s Day on Valentine’s Day, rent 5 sets of angel clothing, the costumers play the role of love God Cupid, stand on the door of the bar to meet the arrival of all the couples and VIPs that night, unified party terms: “Hello! Welcome to Angel’s Home!. In the glass of the bar door of the bar increased by 10 meters long pink signature wall, set up a person with a signature of the couple with a marker. Every corner of the Mankaro Bar allows guests to fully appreciate the romance and sweetness of Valentine’s Day. The floor service staff uniformly glowing love headdress to increase the highlight of the audience. Construction, in the shape of a cross, (vertical blue light bottom, horizontal pink light bottom surface. Increase color visual three -dimensional sense) The love props to arrange the parking space in front of the Karlo bar according to the method of wedding car On the top, use the KT board to make the theme LOGO of the Qi Festival Valentine’s Day Party. 2 Suggest. The retro lantern ceiling, hanging the CARO Qixi Valentine’s Day party on the bottom, the lantern is hanging above the DJ. . The game drawing auction gift distribution link is diversified game links, the topic of the heart is the theme of the party. Put 4 chairs on the stage of gameplay. Four boxes above the chair with the same locks have the same prizes. Each lock only has one correct key to open. There is the same 4 keys in a basin in the host. Each lock can open the corresponding box, depending on who is lucky. Each person can only choose one box to open it. If no guess is guessed, register on the spot. This time the prize must be on -the -grade, meaningful things. I hope the management will consider it carefully. One first prize, the second prize of the second prize, and the third prize of the draw. Valentine’s Day theme small gift. For details, please refer to the Taobao address later. The auction uses a pair of diamond rings left by Valentine’s Day auction last year. 15 temperament models from professional occasions, 10 swimwear, 5 angel costumes. In the entire party, there are 2 catwalks. . This music, please focus on DJ carefully and repeatedly consider, considering the atmosphere throughout the game and the music of the late guests. Environmental analysis: 1. The problems in the operation of our store (1) The target customer group positioning is not accurate and too narrow. This generally depends on the operating conditions of the hotel industry in our city. As long as the reason is that there are too many hotels, the supply is greater than the demand, and the operation method is similar, there is no their own characteristics, or the positioning is too high, it is difficult for consumers to accept it. There are some problems with the quality of some hotels, which affects consumers’ confidence in consumer consumption in the hotel. This also has some problems in operations. Last year’s operating conditions were not good. We should reflect on the positioning of the target market. It should be fully tapped into its own superiority and broaden the market. The target market positioning of our hotel is unreasonable, which is the main reason for poor benefits. The Jinqiao District where our store is located is a low -level area, and most of the residents are ordinary employees. And our store is mainly operating Cantonese cuisine and seafood, and the price is relatively high. The income level of most residents is unacceptable. However, the hardware level and service quality of our store are superior in this region. We have always been positioned in the market as a mid -to -high -end hotel, facing the mid -to -high -end consumer groups, and cannot constitute the consumption attractiveness to the residents of the district. (2) The news promotion is not enough, and it has not caused a large sensation in the market, and the market awareness is small. . Although our store belongs to X Jie Group (X Jie Group is a well -known enterprise in our city), but the society does not know much about my store. Our store has not done short -term news publicity except for opening the business. Advertising, this has caused the popularity of our hotel to be very low. . Analysis of the surrounding environment Although the overall consumption level of our district is not high, the location of our store is unique. Our store is located next to National Road 101. Several universities such as the University of Science and Technology, the School of Mechanical and Electrical, so there are many vehicles in the past, and the mobile guests are a potential consumer group. Although college students have no income, they are not a low -consumer group. There are more than 10,000 students in the agency. If we can provide products suitable for students, a low price attracts them to our store to consume. This is a huge market. Essence 3. Competitive and rival analysis The hotels similar to my store around our store, only a lot of small restaurants, although they do not have the strength to compete with us in terms of business capabilities, they are low -end The low price of vegetables has attracted a large number of nearby residents and students. Generally speaking, their business is good. Although our facilities and services are good, due to market positioning errors, the actual operating conditions are not ideal. Compared with the same -grade hotels in the market, they are at a disadvantage. 4. Analysis of the advantages of our store (1) Our store is a subsidiary of X Jie Group. X Jie Group is a well -known enterprise in our city. In meticulous planning, we should also make full use of our brand effects to give full excavation of its brand’s huge internal container, so that consumers do not doubt our catering products. Zhong should fully notice this to attract consumers. (2) Our store has good hardware facilities, strong funds, and has its own parking lot and large -area available venues. This can be used to attract drivers and use some promotional projects to attract students. Opportunity point: ① The strong strength of the company provides conditions for our development. ② Convenient transportation and huge potential customers. ③ Good hardware and existing high -quality staff provide a broad space for our adjustments and development. . Target market analysis: The target market is the most promising consumer group group. The clear target market can avoid the waste of influence, but also make the advertisement targeted. Advertising without the target market is tantamount to “blind people ride blind horses.” The target market should have the following characteristics: not only consumers who are interested in hotel products and have payment capabilities, but also consumer groups in hotel abilities. Hotels should determine the target market as clear as possible, and make detailed analysis of target customers to better use the opportunities represented by this information so that customers are more satisfied and eventually increase sales. Customer resources have become the source of hotel profits, and the current consumption behavior of customers can predict, the service cost is low, the price is not as sensitive as the new customer, and it can also provide free word -of -mouth publicity. Maintaining customers’ loyalty makes competitors unable to compete for this part of the market share, and at the same time, it can also maintain the stability of hotel employees. Therefore, the marketing and maintenance of customers’ loyalty to integrate customer relations can bring the following benefits to the hotel: 1. Get more customer share from existing customers. Loyal customers are willing to buy more hotel products and services, loyal customers’ consumption, and their expenditures are two to four times that of random consumption expenditures, and with the age of loyal customers, the increase in economic income, or the business of the customer’s own business Growth and its demand will also grow further. 2. Reduce sales costs. Hotels to attract new customers need a lot of expenses, such as various advertising investment, promotion costs, and time costs of understanding customers, etc., but the cost of maintaining the long -term relationship with existing customers has decreased year by year. Although in the early days of establishing a relationship, customers may have more problems with the products or services provided by the hotel and need to invest a certain amount of investment, but as the relationship between the two parties progresses, customers are becoming more and more familiar with the hotel’s products or services. It is also very clear about the special needs of customers, and the need for the maintenance cost of the relationship becomes very limited. 3. Win word of mouth propaganda. For some more complex products or services provided by the hotel, new customers will feel greater risks when making decisions. At this time, they often consult the hotel’s existing customers. The suggestions of old customers with high satisfaction and loyalty often have decisive effects, and their powerful recommendations are often more effective than advertising in various forms. In this way, the hotel not only saves the sales cost of attracting new customers, but also increases sales revenue, which has increased the profit of the hotel. 4. Improvement of employee loyalty. This is the indirect effect of customer relationship marketing. If a restaurant has a considerable number of stable customers, it will also cause the hotel to form a long -term harmonious relationship with employees. In the process of serving those customers who are satisfied and loyal, employees experience the realization of their own value, and the improvement of employee satisfaction has led to the improvement of the quality of hotel service, which further improves customer satisfaction and forms a virtuous circle. The previous analysis and current market conditions We should position the main target customers at the public and nearby college students, and the driver in the past, and then attract some consumer groups with medium and high income. They have the following commonality: 1) The income level or consumption power is average, and they pay attention to affordable cleaning. Consumption at hotels is generally improving for relatives or holidays. 2) The desire to improve life without often high consumption power but occasionally improves life. 3) Paying attention to safety and health requires a more comfortable dining environment. Students prefer the dining environment and stylish style. . The overall marketing strategy: 1. “The high -end hotel of the people” -the unique culture is the magic weapon to attract consumers. Low -income people and nearby college students do not mean that the hotel’s taste and product quality are reduced. We must provide customers with cheap high -quality catering products and high -quality services. It must not be exchanged for low prices. This is also for customers Respect for 2. Merit three -dimensional publicity, highlight the characteristics of the hotel, and give consumers a sense of perceptuality to Xjie Hotel. Let consumers realize that what we provide to him is a place where he can enjoy life. It can attract consumers’ patronage to the hotel’s environment and locations in the newspaper. Let customers psychologically get a “noble” satisfaction. 3. Use strong advertising, such as newspapers, with a view to causing the “sensational effect” as a strong sales, thereby attracting a lot of consumer attention and establishing a popularity. The dining marketing plan. 5 Customers are the best teachers. Catering marketers must constantly take the initiative to collect customers’ opinions or suggestions, because in general, customers will not actively tell them. Customers are often very satisfied Or if you are very angry, you will praise or complain about catering. Therefore, marketing managers should try to obtain feedback from customers through various channels, investigations and predicting the needs of customers.
The marketing management of a considerable part of the catering and beverage stays on simple sales or low -level cutting methods. If catering lacks correct marketing concepts as business guidance, it will be difficult to win in the fierce competition market. The catering market faced by the catering is subdivided into several small parts. The catering only launchs an attack on one or several small markets, and uses limited resources to make a long time to form its own sphere of influence. In the modern catering market competition, catering companies in the world have lost their foundation. To survive, they must block the market aimlessly, divide the scope of power, and build their own bases. This is the case for small enterprises, and the same is true of large enterprises. There are countless examples of catering companies that have lost the target market. Share recommended marketing The emergence of social media, SNS communities, and 020, the marketing model of “fans”, “members”, “expert” sharing and friends gradually formed. Because the restaurant is limited by the address, the regional nature of the restaurant is formed, so the restaurant is suitable for social marketing models such as WeChat and Weibo. Actively pushing information The restaurant push the restaurant dynamics, food, service information or discount information on its own public account, just like the poster of the restaurant, communicate with users through WeChat Low. Because the restaurant is an industry with a high degree of high contact and experience, if it can spend time chatting with fans, it is better to get closer to the distance between the restaurant and the user. WeChat drifting bottle marketing Entertainment catering is a trend of future restaurant development. Using the “drifting bottle” itself can send different text content, even voice, mini -games, etc., so that customers can start experiencing the happiness brought by the restaurant before entering the restaurant. Keywords are made into propaganda to achieve the restaurant’s consumption guidance for consumers. LBS information push The restaurant must first apply for WeChat certification account to increase the authority and credibility of the account, and then enter the restaurant information, discount discounts or attract users to click to enter the restaurant WeChat homepage in a personalized signature Dialogue, etc. (such as: dish, special dishes 劵, etc.), which attracted their attention as soon as possible when the user viewed “nearby people”. Conversely to achieve accurate delivery. Food WeChat sharing sharing and links is an important channel for Internet media, and it is also due to human nature. Application developers can access third -party applications through the WeChat open interface. They can put the restaurant’s logo into the WeChat attachment column and allow WeChat users to easily call third -party applications for content selection and sharing. Use WeChat to share with friends, share restaurant discounts, and so on. The restaurant friends circle interaction The restaurant can introduce the exciting information, preferential activities or catering brands of the restaurant through the WeChat platform of the operator to share the soft text of the restaurant to the circle of friends, and the promotion content supports the web link link. By updating and sharing information that users want to know in a timely manner, or to obtain the relevant content of the user, they can not only win brand reputation, attract new users to pay attention to restaurants and products, but also enhance the viscosity of loyal use households and reduce the number of user loss. When WeChat users do not pay attention to the catering brand or public account of the restaurant, they can still see the link of the latest information of the restaurant through the circle of friends, so as to win a effective way for the restaurant to win new users. The restaurant sweeping members WeChat sweeping is the convenient way to link the official WeChat and users of the restaurant. Users only need to use the “sweeping” function in the mobile phone to scan the unique QR code of the restaurant to get a electronic member card stored in WeChat, which can enjoy the membership discounts, meal information, and activities provided by the restaurant. Introduction and service. The restaurant WeChat spokesperson WeChat information appears in a subscribing mode, which means that users want to get more professional and comprehensive perspectives and viewpoints here. The original facts must be integrated and output. The restaurant can introduce expert -level personal accounts according to its own characteristics. This account sends information related to restaurant -related information (food information, service features, dining highlights, etc.). Always, it can better promote the brand and enhance user viscosity. The restaurant WeChat — Weibo — SNS community interaction The enterprise marketing methods are becoming more and more diversified. Weibo, WeChat, SNS communities, traditional media, etc. are the main battlefields of corporate marketing. The integration of marketing methods and channels is a future marketing trend. Restaurant (especially chain -in dining) uses three marketing channels: Weibo, WeChat, and SNS community to combine and interact with each other. The mobile terminal and PC have a benign combination. And reputation. The restaurant WeChat marketing matrix mode WeChat marketing matrix mode is actually one, “customer -centric”; second is three -dimensional marketing. According to many factors such as their own characteristics, price, location, brand, etc., the restaurant will appear on WeChat accounts such as “catering information” in WeChat public accounts. WeChat accounts such as restaurant circles and micro -journals can be selected according to their own needs. The restaurant WeChat O2O mode Im online and offline integrated marketing. The success of WeChat is to be able to grasp the psychology of modern consumer groups very carefully. They are Internet users who live in the real world. The two elements of “real world” and “virtual world” have been taken out of them. The restaurant communicates with customers online through WeChat platforms. At the same time, these opinions will be reflected in the offline consumption of physical stores. This Summary Customer satisfaction is the basis for survival by catering. Marketing managers must count the satisfaction of customers, calculate the customer satisfaction rate, and compare the customer satisfaction rate of this catering with competitors. Only by maintaining a high customer satisfaction rate can catering get satisfactory benefits and maintain long -term development. The emergence of WeChat is to better achieve precision marketing and realize a pair of pairs of restaurants to customers. Realize WeChat 020 to make more analysis from consumers to returning guests, from backwatkers to regular visitors, from usual visitors to loyal fans, loyal fans recommend to friends through their actual experience to realize word -of -mouth marketing. The dining marketing plan scheme 6 Activity theme: celebrate the National Day Food Festival . Activity time: September 15th to September 22nd . Purpose: not only not only not only It can make consumers spend less money and make consumers know the characteristics of the restaurant. Promote the consumption of the restaurant (increasing popularity) and get more surplus value (profits). . Requirements: In a refreshing consumer. The name is “enjoyment” also. . Activity form: 1, buffet, ordering, new dishes, special dishes, etc. Discount consumption: 3. Gift coupons: All consumers who spend more than 100 yuan can get coupons. 4. Free food for free: All consumers who spend more than 200 yuan can get a free special dish.
In order to ensure the smooth progress of things or work, the plan is often required to formulate a plan. The plan is to solve a problem or a project, a detailed process. So have you understood the plan? The following is a scheme of the catering marketing plan I compiled for your reference. I hope to help friends in need.
The dining marketing plan plan 1 The two major weaknesses of the two catering brand marketing plan
The seven weak ribs of the marketing planning of catering brand marketing. In the last issue, we introduced two points, that is, the core value of the brand is unclear and the brand awareness. In this issue, Hongzhi Ruida Hebei Marketing Planning Consultant will introduce the following two points
1. Lack of long -lasting quality
is the success of blood and multi -catering companies after the brand creation, eager to pursue high output, High -benefit, low cost, using the practice of reducing processes or replacement of raw materials to reduce costs and increase output, resulting in a decline in product quality; at the same time, with the expansion of scale, service quality and catering environment are far less than before. I gave up consumers myself. The second is that the management of “software” of catering companies cannot keep up. The lack of quality assurance system, resulting in unstable quality, the quality of dishes is suddenly bad, which affects sales and market share. Some catering companies have smashed their signboards due to accidental quality accidents and were eliminated by the market. Similar incidents were common in catering companies.
2. The corporate image shaping is poor.
The brand image is a psychological graphics generated by customers. It has already become the most important indicator of consumers when consumed, and the brand is not clear. How can consumers immediately identify? The shaping of the product is not consistent with the characteristics of consumers in terms of product characteristics, and it is still very weak in terms of beautiful shape, fashion, elegance, and diversity. Weakness. Once the impact and radiation of the brand image are shaped, the brand will vividly present in front of people’s eyes, increase the connotation of the product from various aspects, and the image of sublimation products can feel that consumers will feel among the many information and feel that The existence of the brand is the cause of the image. If the brand does not have a distinctive image, it will definitely be drowned in the market.
The dining marketing plan scheme 2 I. Do a good job of marketing conversion in the peak season and off -season
Don’t watch every day in the Spring Festival and peak season. Due to the traditional Chinese customs, as soon as the Spring Festival, the consumption power of the whole society has a eruption in the short term. The restaurants in large and small are almost full of every family, and it is difficult to say how good your marketing work is doing. The actual test of marketing is whether it is a thousand feet in the off -season, whether it can continue and stable operations in a year, and whether it has a high satisfaction and reputation among customers? Formation.
The goals of successful restaurant marketing are very clear, the strategies are very clear, and they are promoted to implementation according to the plan. One thing is how to do a good job in the conversion of the peak season and off -season marketing strategies.
“The peak season is profitable, the off -season is available”, which should be the core idea of restaurant marketing. To take profit is to seize the maximum sales and obtain the maximum benefits. To take the momentum is to obtain high points and strive for valuable things, including operating popularity, customer reputation, brand awareness, and so on, so as to establish long -term strategic advantages. The relationship between “potential” and “benefit” is completely unbroken. Without the “potential” of the off -season as the pavement, it is difficult to obtain the “profit” in the peak season. And there is no “profit” in the peak season, and it is impossible to support the restaurant to obtain the required “potential” in the off -season. Often restaurants that have done well in the off -season marketing work can be profitable without investing too much marketing costs in the peak season. This is the success of the water.
During the off -season, the focus of marketing work can be summarized into three aspects:
1. The maintenance of old customers.
2. Development of new customers.
3. The shape of the brand image. To do these three aspects, moderate marketing costs are essential, rather than blindly lowering operating costs without blindly lowering the operating costs. At this stage, we should relatively despise the yield, and pay more attention to the seat rate and the satisfaction of customers, and finally achieve the profitability of the peak season and the annual returns.
. To recognize market changes, calmly cope with
This needs to make correct judgments and analysis from the market positioning of the restaurant, from the source composition, consumer motivation, and the adjustment trend of the post -holiday catering market. Then invest in limited marketing resources to the most effective target market.
For medium and high -end restaurants, the most important customer groups in the Spring Festival are officials (including government and military), business and other social group consumption. Take care of it and be neglected. However, after the Spring Festival, the source structure of the catering market will change. Due to the centralized assault consumption before the holiday, the enthusiasm of the group consumption after the festival will decrease, and the frequency of consumption. Correspondingly the share of family consumption and loose customer consumption has risen. During the festival, the wedding and birthday feasts, the 100 -day banquet of many annual banquets, celebration feasts, etc., will appear more prominent in the off -season, becoming one of the pillar revenue sources of many restaurants. And another market, such as the exhibition and tourism team, almost pause during the Spring Festival, but it will also become a part that cannot be ignored after the festival.
. Grasp the small climax in the off -season
It in the off -season after the Spring Festival, there are also some small consumption hotspots. For example, 3 or 8 Women’s Day, many units will organize female employees to celebrate. Consumers will also meet with friends to enjoy food together. There will also be some different exhibition business opportunities in various places. For example, the 20xx spring sugar wine party in March will be held in Chengdu. The entertaining banquet will set off a small boom in catering consumption in the short term. The restaurant should formulate a marketing plan early, carry out marketing promotion work in an orderly manner, and strive to win a good climax in these off -season.
. With the marketing activities of the off -season, maintain moderate advertising
During the peak season, your advertisement is often drowned in the ocean of advertising. In the off -season, moderate marketing activities with moderate advertising will make your restaurant look more eye -catching in the entire industry, the effect of brand promotion will be better, and the effect of marketing activities will be better.
. Cutting firewood and grinding knife are not wrong
The marketing work in the off -season should catch both hands and grasp the market in one hand, the so -called “cut firewood”. The other hand is practicing internal skills, the so -called “grinding knife”. The previously described some strategies for the market. Regarding the practice of internal skills, I have some suggestions:
1. Summary of the gains and losses of marketing work in the peak season, and continuously improve the ideas and methods of marketing.
2. Re -review the follow -up marketing work plans that have been formulated, revise and improve.
3. High -quality products and services are the best marketing, so when the business is not very busy in the off -season, carry out system service and production skills training to continuously improve service quality.
4. Eliminating unqualified marketers, recruiting new marketers, and conducting comprehensive training.
5. Review the shortcomings of the restaurant’s past brand display, enrich the brand connotation, and strive to create a high -quality brand image.
It after the Spring Festival, the off -season situation of the catering industry is severe, so we must make a good market for marketing management, so as to allow their companies to win more benefits.
The dining marketing scheme scheme 3. 1. Bar door production
Peviners perfectly create Qixi Valentine’s Day atmosphere. With the lighting effect, it is absolutely attractive to passers -by. The request is as follows.
Themiao bridge model, one pair of cowboy weaving female models, one chasing light, 2 PA lights, 6 meters of red carpet, 2 bubble machines,
, the whole of items and clothing
Follow the theme of Valentine’s Day on Valentine’s Day, rent 5 sets of angel clothing, the costumers play the role of love God Cupid, stand on the door of the bar to meet the arrival of all the couples and VIPs that night, unified party terms: “Hello! Welcome to Angel’s Home!.
In the glass of the bar door of the bar increased by 10 meters long pink signature wall, set up a person with a signature of the couple with a marker. Every corner of the Mankaro Bar allows guests to fully appreciate the romance and sweetness of Valentine’s Day.
The floor service staff uniformly glowing love headdress to increase the highlight of the audience. Construction, in the shape of a cross, (vertical blue light bottom, horizontal pink light bottom surface. Increase color visual three -dimensional sense)
The love props to arrange the parking space in front of the Karlo bar according to the method of wedding car On the top, use the KT board to make the theme LOGO of the Qi Festival Valentine’s Day Party. 2 Suggest.
The retro lantern ceiling, hanging the CARO Qixi Valentine’s Day party on the bottom, the lantern is hanging above the DJ.
. The game drawing auction gift distribution link is diversified
game links, the topic of the heart is the theme of the party. Put 4 chairs on the stage of gameplay. Four boxes above the chair with the same locks have the same prizes. Each lock only has one correct key to open. There is the same 4 keys in a basin in the host. Each lock can open the corresponding box, depending on who is lucky. Each person can only choose one box to open it. If no guess is guessed, register on the spot. This time the prize must be on -the -grade, meaningful things. I hope the management will consider it carefully. One first prize, the second prize of the second prize, and the third prize of the draw. Valentine’s Day theme small gift. For details, please refer to the Taobao address later.
The auction uses a pair of diamond rings left by Valentine’s Day auction last year. 15 temperament models from professional occasions, 10 swimwear, 5 angel costumes. In the entire party, there are 2 catwalks.
.
This music, please focus on DJ carefully and repeatedly consider, considering the atmosphere throughout the game and the music of the late guests. Environmental analysis:
1. The problems in the operation of our store
(1) The target customer group positioning is not accurate and too narrow.
This generally depends on the operating conditions of the hotel industry in our city. As long as the reason is that there are too many hotels, the supply is greater than the demand, and the operation method is similar, there is no their own characteristics, or the positioning is too high, it is difficult for consumers to accept it. There are some problems with the quality of some hotels, which affects consumers’ confidence in consumer consumption in the hotel.
This also has some problems in operations. Last year’s operating conditions were not good. We should reflect on the positioning of the target market. It should be fully tapped into its own superiority and broaden the market. The target market positioning of our hotel is unreasonable, which is the main reason for poor benefits. The Jinqiao District where our store is located is a low -level area, and most of the residents are ordinary employees. And our store is mainly operating Cantonese cuisine and seafood, and the price is relatively high. The income level of most residents is unacceptable. However, the hardware level and service quality of our store are superior in this region. We have always been positioned in the market as a mid -to -high -end hotel, facing the mid -to -high -end consumer groups, and cannot constitute the consumption attractiveness to the residents of the district.
(2) The news promotion is not enough, and it has not caused a large sensation in the market, and the market awareness is small.
. Although our store belongs to X Jie Group (X Jie Group is a well -known enterprise in our city), but the society does not know much about my store. Our store has not done short -term news publicity except for opening the business. Advertising, this has caused the popularity of our hotel to be very low.
. Analysis of the surrounding environment
Although the overall consumption level of our district is not high, the location of our store is unique. Our store is located next to National Road 101. Several universities such as the University of Science and Technology, the School of Mechanical and Electrical, so there are many vehicles in the past, and the mobile guests are a potential consumer group. Although college students have no income, they are not a low -consumer group. There are more than 10,000 students in the agency. If we can provide products suitable for students, a low price attracts them to our store to consume. This is a huge market. Essence
3. Competitive and rival analysis
The hotels similar to my store around our store, only a lot of small restaurants, although they do not have the strength to compete with us in terms of business capabilities, they are low -end The low price of vegetables has attracted a large number of nearby residents and students. Generally speaking, their business is good. Although our facilities and services are good, due to market positioning errors, the actual operating conditions are not ideal. Compared with the same -grade hotels in the market, they are at a disadvantage.
4. Analysis of the advantages of our store
(1) Our store is a subsidiary of X Jie Group. X Jie Group is a well -known enterprise in our city. In meticulous planning, we should also make full use of our brand effects to give full excavation of its brand’s huge internal container, so that consumers do not doubt our catering products. Zhong should fully notice this to attract consumers.
(2) Our store has good hardware facilities, strong funds, and has its own parking lot and large -area available venues. This can be used to attract drivers and use some promotional projects to attract students.
Opportunity point: ① The strong strength of the company provides conditions for our development. ② Convenient transportation and huge potential customers. ③ Good hardware and existing high -quality staff provide a broad space for our adjustments and development.
. Target market analysis:
The target market is the most promising consumer group group. The clear target market can avoid the waste of influence, but also make the advertisement targeted. Advertising without the target market is tantamount to “blind people ride blind horses.”
The target market should have the following characteristics: not only consumers who are interested in hotel products and have payment capabilities, but also consumer groups in hotel abilities. Hotels should determine the target market as clear as possible, and make detailed analysis of target customers to better use the opportunities represented by this information so that customers are more satisfied and eventually increase sales. Customer resources have become the source of hotel profits, and the current consumption behavior of customers can predict, the service cost is low, the price is not as sensitive as the new customer, and it can also provide free word -of -mouth publicity. Maintaining customers’ loyalty makes competitors unable to compete for this part of the market share, and at the same time, it can also maintain the stability of hotel employees. Therefore, the marketing and maintenance of customers’ loyalty to integrate customer relations can bring the following benefits to the hotel:
1. Get more customer share from existing customers. Loyal customers are willing to buy more hotel products and services, loyal customers’ consumption, and their expenditures are two to four times that of random consumption expenditures, and with the age of loyal customers, the increase in economic income, or the business of the customer’s own business Growth and its demand will also grow further.
2. Reduce sales costs. Hotels to attract new customers need a lot of expenses, such as various advertising investment, promotion costs, and time costs of understanding customers, etc., but the cost of maintaining the long -term relationship with existing customers has decreased year by year. Although in the early days of establishing a relationship, customers may have more problems with the products or services provided by the hotel and need to invest a certain amount of investment, but as the relationship between the two parties progresses, customers are becoming more and more familiar with the hotel’s products or services. It is also very clear about the special needs of customers, and the need for the maintenance cost of the relationship becomes very limited.
3. Win word of mouth propaganda. For some more complex products or services provided by the hotel, new customers will feel greater risks when making decisions. At this time, they often consult the hotel’s existing customers. The suggestions of old customers with high satisfaction and loyalty often have decisive effects, and their powerful recommendations are often more effective than advertising in various forms. In this way, the hotel not only saves the sales cost of attracting new customers, but also increases sales revenue, which has increased the profit of the hotel.
4. Improvement of employee loyalty. This is the indirect effect of customer relationship marketing. If a restaurant has a considerable number of stable customers, it will also cause the hotel to form a long -term harmonious relationship with employees. In the process of serving those customers who are satisfied and loyal, employees experience the realization of their own value, and the improvement of employee satisfaction has led to the improvement of the quality of hotel service, which further improves customer satisfaction and forms a virtuous circle.
The previous analysis and current market conditions We should position the main target customers at the public and nearby college students, and the driver in the past, and then attract some consumer groups with medium and high income. They have the following commonality:
1) The income level or consumption power is average, and they pay attention to affordable cleaning. Consumption at hotels is generally improving for relatives or holidays.
2) The desire to improve life without often high consumption power but occasionally improves life.
3) Paying attention to safety and health requires a more comfortable dining environment. Students prefer the dining environment and stylish style.
. The overall marketing strategy:
1. “The high -end hotel of the people” -the unique culture is the magic weapon to attract consumers. Low -income people and nearby college students do not mean that the hotel’s taste and product quality are reduced. We must provide customers with cheap high -quality catering products and high -quality services. It must not be exchanged for low prices. This is also for customers Respect for
2. Merit three -dimensional publicity, highlight the characteristics of the hotel, and give consumers a sense of perceptuality to Xjie Hotel. Let consumers realize that what we provide to him is a place where he can enjoy life. It can attract consumers’ patronage to the hotel’s environment and locations in the newspaper. Let customers psychologically get a “noble” satisfaction.
3. Use strong advertising, such as newspapers, with a view to causing the “sensational effect” as a strong sales, thereby attracting a lot of consumer attention and establishing a popularity.
The dining marketing plan. 5 Customers are the best teachers. Catering marketers must constantly take the initiative to collect customers’ opinions or suggestions, because in general, customers will not actively tell them. Customers are often very satisfied Or if you are very angry, you will praise or complain about catering. Therefore, marketing managers should try to obtain feedback from customers through various channels, investigations and predicting the needs of customers.
The marketing management of a considerable part of the catering and beverage stays on simple sales or low -level cutting methods. If catering lacks correct marketing concepts as business guidance, it will be difficult to win in the fierce competition market. The catering market faced by the catering is subdivided into several small parts. The catering only launchs an attack on one or several small markets, and uses limited resources to make a long time to form its own sphere of influence. In the modern catering market competition, catering companies in the world have lost their foundation. To survive, they must block the market aimlessly, divide the scope of power, and build their own bases. This is the case for small enterprises, and the same is true of large enterprises. There are countless examples of catering companies that have lost the target market.
Share recommended marketing
The emergence of social media, SNS communities, and 020, the marketing model of “fans”, “members”, “expert” sharing and friends gradually formed. Because the restaurant is limited by the address, the regional nature of the restaurant is formed, so the restaurant is suitable for social marketing models such as WeChat and Weibo.
Actively pushing information
The restaurant push the restaurant dynamics, food, service information or discount information on its own public account, just like the poster of the restaurant, communicate with users through WeChat Low. Because the restaurant is an industry with a high degree of high contact and experience, if it can spend time chatting with fans, it is better to get closer to the distance between the restaurant and the user.
WeChat drifting bottle marketing
Entertainment catering is a trend of future restaurant development. Using the “drifting bottle” itself can send different text content, even voice, mini -games, etc., so that customers can start experiencing the happiness brought by the restaurant before entering the restaurant. Keywords are made into propaganda to achieve the restaurant’s consumption guidance for consumers.
LBS information push
The restaurant must first apply for WeChat certification account to increase the authority and credibility of the account, and then enter the restaurant information, discount discounts or attract users to click to enter the restaurant WeChat homepage in a personalized signature Dialogue, etc. (such as: dish, special dishes 劵, etc.), which attracted their attention as soon as possible when the user viewed “nearby people”. Conversely to achieve accurate delivery.
Food WeChat sharing
sharing and links is an important channel for Internet media, and it is also due to human nature. Application developers can access third -party applications through the WeChat open interface. They can put the restaurant’s logo into the WeChat attachment column and allow WeChat users to easily call third -party applications for content selection and sharing. Use WeChat to share with friends, share restaurant discounts, and so on.
The restaurant friends circle interaction
The restaurant can introduce the exciting information, preferential activities or catering brands of the restaurant through the WeChat platform of the operator to share the soft text of the restaurant to the circle of friends, and the promotion content supports the web link link. By updating and sharing information that users want to know in a timely manner, or to obtain the relevant content of the user, they can not only win brand reputation, attract new users to pay attention to restaurants and products, but also enhance the viscosity of loyal use households and reduce the number of user loss. When WeChat users do not pay attention to the catering brand or public account of the restaurant, they can still see the link of the latest information of the restaurant through the circle of friends, so as to win a effective way for the restaurant to win new users.
The restaurant sweeping members
WeChat sweeping is the convenient way to link the official WeChat and users of the restaurant. Users only need to use the “sweeping” function in the mobile phone to scan the unique QR code of the restaurant to get a electronic member card stored in WeChat, which can enjoy the membership discounts, meal information, and activities provided by the restaurant. Introduction and service.
The restaurant WeChat spokesperson
WeChat information appears in a subscribing mode, which means that users want to get more professional and comprehensive perspectives and viewpoints here. The original facts must be integrated and output. The restaurant can introduce expert -level personal accounts according to its own characteristics. This account sends information related to restaurant -related information (food information, service features, dining highlights, etc.). Always, it can better promote the brand and enhance user viscosity.
The restaurant WeChat — Weibo — SNS community interaction
The enterprise marketing methods are becoming more and more diversified. Weibo, WeChat, SNS communities, traditional media, etc. are the main battlefields of corporate marketing. The integration of marketing methods and channels is a future marketing trend. Restaurant (especially chain -in dining) uses three marketing channels: Weibo, WeChat, and SNS community to combine and interact with each other. The mobile terminal and PC have a benign combination. And reputation.
The restaurant WeChat marketing matrix mode
WeChat marketing matrix mode is actually one, “customer -centric”; second is three -dimensional marketing. According to many factors such as their own characteristics, price, location, brand, etc., the restaurant will appear on WeChat accounts such as “catering information” in WeChat public accounts. WeChat accounts such as restaurant circles and micro -journals can be selected according to their own needs.
The restaurant WeChat O2O mode
Im online and offline integrated marketing. The success of WeChat is to be able to grasp the psychology of modern consumer groups very carefully. They are Internet users who live in the real world. The two elements of “real world” and “virtual world” have been taken out of them. The restaurant communicates with customers online through WeChat platforms. At the same time, these opinions will be reflected in the offline consumption of physical stores.
This Summary
Customer satisfaction is the basis for survival by catering. Marketing managers must count the satisfaction of customers, calculate the customer satisfaction rate, and compare the customer satisfaction rate of this catering with competitors. Only by maintaining a high customer satisfaction rate can catering get satisfactory benefits and maintain long -term development. The emergence of WeChat is to better achieve precision marketing and realize a pair of pairs of restaurants to customers. Realize WeChat 020 to make more analysis from consumers to returning guests, from backwatkers to regular visitors, from usual visitors to loyal fans, loyal fans recommend to friends through their actual experience to realize word -of -mouth marketing.
The dining marketing plan scheme 6 Activity theme: celebrate the National Day Food Festival
. Activity time: September 15th to September 22nd
. Purpose:
not only not only not only It can make consumers spend less money and make consumers know the characteristics of the restaurant. Promote the consumption of the restaurant (increasing popularity) and get more surplus value (profits).
. Requirements:
In a refreshing consumer. The name is “enjoyment” also.
. Activity form:
1, buffet, ordering, new dishes, special dishes, etc.
Discount consumption:
3. Gift coupons: All consumers who spend more than 100 yuan can get coupons.
4. Free food for free: All consumers who spend more than 200 yuan can get a free special dish.