互联网时代传统餐饮业的创新营销模式探索——基于一点点奶茶的成功营销案例  

Exploration on Innovative Marketing Model of Traditional Catering Industry in Internet Age——Successful Marketing Case Based on A Little Milk Tea

作　　者：王彦[1] Wang Yan(Nanjing Audit University,Nanjing Jiangsu 211815)

机构地区：[1]南京审计大学

出　　处：《对外经贸》2019年第9期106-108,共3页FOREIGN ECONOMIC RELATIONS & TRADE

基　　金：南京审计大学2019年度大学生实践创新训练计划项目(项目编号:201911287066Y)

摘　　要：随着“互联网+”的发展和新兴消费群体的兴起,传统餐饮业正面临着前所未有的挑战:大多数传统餐饮企业经营理念陈旧,对互联网时代的创新营销模式和顾客的个性化要求了解不足,加上门店租房成本和原材料价格不断上升,从而导致了传统餐饮企业的淘汰率不断上升。基于这一背景,依据一点点奶茶的成功,总结归纳其成功经验,对如何将它们运用到传统餐饮业,并以此促进传统餐饮业在新的时代背景下成功转型升级给出建议。With the development of Internet and the rise of new consumer groups,the traditional catering industry is facing unprecedented challenges:most of the traditional catering business concepts are outdated,which are lacking the understanding of the innovative marketing mode in the Internet era,and customers have higher individualized demand for food.The price of the rental cost and raw materials continue to rise,which leads to the increasing rate of traditional catering to eliminate.Based on these realistic backgrounds,this paper summarizes the successful experience of milk tea,and gives some suggestions on how to apply them to the traditional catering industry,so as to promote the successful transformation and upgrading of the traditional catering industry in the new era.

关 键 词：互联网+ 传统餐饮业 创新营销 体验经济 

分 类 号：F062.9[经济管理—政治经济学]