本科论文海底捞多元化网络营销案例研究分析摘 要在以往的餐饮业中，受到营销人员经验匮乏、观念陈旧以及平台设施有限等因素的影响，餐饮业市场营销存在较多问题，包括营销内容单调晦涩、营销渠道单一等，导致其在现代新媒介环境中的发展一度陷入僵局。对此，传统餐饮业应当积极顺应时代变革、开展网络营销、创新营销方式，这对于其今后的发展有重要意义。多元化网络营销作为新时代背景下下的产物，能够较好的满足餐饮业目前的营销需要，其具备跨时空性、多媒体化、互动性、个性化、超前性以及高效性等特点。为了更好的在餐饮业中运用多元化营销，文章以海底捞为例，首先探讨了网络营销的背景、概念；其次，具体阐述了餐饮业的发展概况和营销趋势，并就海底捞的网络营销展开了分析，总结了海底捞的多元化网络营销问题，包括网络营销人才储备不足、营销过度、微信功能单一等；最后，针对海底捞网络营销存在的不足提出了几点优化建议，包括引进高科技人才，加强海底捞网络营销人才培养；综合利用网络营销大数据；组建专业微信开发团队等。希望能够为类似企业提供参考。关键词：电子商务，网络营销，餐饮行业，营销策略，海底捞本科论文A case study of Haidilao's diversified network marketingAbstractIn the past, due to the lack of experience of marketing personnel, outdated concept and limited platform facilities and other factors, there are many problems in the marketing of catering industry, including monotonous and obscure marketing content, single marketing channel, etc., leading to its development in the modern new media environment once in a deadlock. In this regard, the traditional catering industry should actively adapt to the changes of the times, carry out network marketing, and innovate marketing methods, which is of great significance for its future development. As a product under the background of new era, diversified network marketing can better meet the current marketing needs of catering industry, which has the characteristics of cross time and space, multimedia, interactive, personalized, advanced and efficie...
