网红火锅店贤合庄的营销策略研究摘要随着社会经济的发展，国民收入水平越来越高。与此同时，大众的生活质量直线上升。以餐饮消费为例，大众的消费理念、消费方式以及消费水平都发生了显著变化。而互联网技术的崛起，使餐饮行业获得了巨大的成长空间。在其影响下，“餐饮网红店”应运而生。本文选取贤合庄作为研究对象，首先通过文献查阅，对网红餐饮营销策略进行进一步梳理，其次结合理论对贤合庄火锅店的营销策略进行策略分析，再次基于现状分析下进行问卷设计和数据分析，得出该店在目前营销中存在着目标群体定位模糊，服务质量参差不齐，价格策略进退失据，食材安全缺乏保障，用餐环境嘈杂，最后根据这些问题，推出明确产品消费市场定位，增强社交化媒体营销，提升服务质量，推行个性化服务，合理调整产品定价，加大优惠力度，坚持绿色餐饮营销理念，加强食材的管控，改善用餐环境，迎合粉丝心理，增强网红效应这些优化策略。关键词：网红餐饮；贤合庄；营销策略PAGE\*MERGEFORMATII英文摘要ABSTRACTWiththedevelopmentofsocialeconomy,thelevelofnationalincomeisgettinghigherandhigher.Atthesametime,thequalityoflifeofthegeneralpublichassoared.Takingcateringconsumptionasanexample,thepublic'sconsumptionphilosophy,consumptionpatternandconsumptionlevelhaveallundergonesignificantchanges.TheriseofInternettechnologyhasgiventhecateringindustryahugeroomforgrowth.Underitsinfluence,"RestaurantInternetcelebrityshops"cameintobeing.Thisarticleselectsxianzhuangas,firstthroughtheliteraturereview,webcelebrityrestaurantmarketingstrategyforfurthercomb,secondlycombiningtheorytoxianzhuanghotpotrestaurantmarketingstrategyanalysis,basedontheanalysisofthesituationagainunderthequestionnairedesignanddataanalysis,itisconcludedthatthestoreexistsinthecurrentmarketingtargetfuzzygroupspositioning,servicequalityisuneven,Pricingstrategiesinarisk.however,thelackoffoodsafetyguarantee,diningenvironmentnoise,finallyaccordingtotheseproblems,tolaunchaclearproductconsumermarketpositioning,enhancesocialmediamarketing,improveservicequality,implementpersonalizedservice,reasonableadjustthepricingofproducts,increasetheintensityofpreferential,adheretotheconceptofgreenfoodmarketing,strengthenthecontroloffood,improvethediningenvironment,Cateringtofans'psychologyandenhancingwebcelebrityeffect.KeyWords：internetcelebritycatering;XianHezhuang；marketingstrategy;PAGE\*MERGEFORMATII目录目录1引言....................................................................................................12相关概念及理论基础.....................................................................22.1“网红”餐饮概述....................................................................................22.2“网红”餐饮营销理论............................................................................22.2.14P营销理论..................................................................................................22.2.2“网红”餐饮营销策略..................................................................................23贤合庄营销现状.............................................................................43.1贤合庄火锅店简介..................................................................................43.2贤合庄的营销策略分析..........................................................................43.2.1产品策略.......................................................................................................43.2.2价格策略..........................................................................................
