网红经济下传统餐饮企业的发展路径研究  

Research on the Development Path of Traditional Catering Enterprises under the Internet Celebrity Economy

作　　者：张玉婷 

机构地区：[1]浙江理工大学法学与人文学院,浙江 杭州

出　　处：《电子商务评论》2025年第2期1066-1073,共8页E-Commerce Letters

摘　　要：随着网红经济的迅速崛起,传统餐饮企业面临着新的机遇与挑战。本文通过对网红经济的特点进行分析,探讨传统餐饮企业在网红经济背景下的发展路径。研究发现,传统餐饮企业可以通过打造网红菜品、提升服务水平形成自我竞争力;借助数字化技术应对消费者需求变化;同时,传统餐饮企业也能够利用平台优势进行营销、与周边商家合作以及精准营销,以降低营销成本,以满足消费者的需求以及实现自身的发展。With the rapid rise of Internet celebrity economy, traditional catering enterprises are facing new opportunities and challenges. Through the analysis of the characteristics of Internet celebrity economy, this paper discusses the development path of traditional catering enterprises under the background of Internet celebrity economy. The study found that traditional catering enterprises can form self-competitiveness by creating Internet celebrity dishes and improving service level, leveraging digital technologies to respond to changing consumer needs;At the same time, traditional catering enterprises can also use the advantages of the platform for marketing, cooperation with surrounding businesses and precision marketing to reduce marketing costs to meet the needs of consumers and achieve their own development.

关 键 词：网红经济 传统餐饮企业 发展路径 

分 类 号：F42[经济管理—产业经济]