Network Marketing Strategy Research Of Haidilao Type Catering Enterprises

Accompanied by the tremendous development of e-commerce, as a marketing tool ofthe e-commerce era, internet marketing has been widely used in various industries, and thecompetition is very fierce in catering industry. In this thesis, we will discuss about how toapply internet marketing to traditional catering industry, in order to achieve the sustainabledevelopment of the enterprise.First, combing the course of development of the marketing, this paper argues that the21st century is the century of network marketing, any industry must pay attention to thenetwork marketing, including the catering industry. As a theoretical foundation fornetwork marketing strategy of the catering industry, this paper especially introduces thegeneration, the meaning and characteristics of the network marketing. Then, the authoranalyzes the current situation and development trend of China’s catering industry, as wellas the catering marketing and the marketing mode of the catering industry, especiallyfocused on emerging patterns of catering industry------the network marketing. Finally,external market environment of the Haidilao company are analyzed, then summed up theopportunities， threats，advantages and disadvantages it faces,. On this basis, HaidilaoSWOT analysis and SO, ST, OW, WT plan are made, and the author offer therecommended marketing plan, then summed up the overall strategy for Haidilao. At thesame time, Haidilao network marketing strategy must be refined, the corporate web site,search engine marketing, email marketing, blog/micro-blogging marketing, community,forums, BBS, portal advertising, reputation website and group purchase website, the SNS(Social Network Service Social Services) website, IM (instant messaging) tools, networkcoupon distribution, online ordering and other aspects of the network marketing arerecommended.