Application Study On Microblog Marketing Of Small Catering Enterprises With An Example From"Xiang Xi Lao Guo"

With the generation and development of Internet, It s very common to use the diversee-marketing strategies. Compared with other communication platform on the Internet,microblog marketing has the characteristics of wide audience, low cost, rapid spread, lowentry barriers, media diversity and two-way flow of information. As one of the main means ofe-marketing, it s more and more popular and important for small-and medium-sized cateringenterprises. In view of the special network platform of microblog, the application study onmicroblog marketing is highly practical.Although there are many valuable insights given bydomestic and foreign scholars, the research results are very few in the sense of specificindustries. This paper will make an exhaustive study on how to carry out effective microblogmarketing, use specific case study to clarify the basic theories, application modes and futuredevelopment trends of microblog marketing in the catering industry. The main purposes ofthis paper as follows: the construction of the theoretical system in microblog marketing ofsmall catering enterprises, analysis on the current situation and problems of microblogmarketing, summary and conclusion of the application mode and future development trendsof microblog marketing in the catering industry, and giving the specific microblog marketingstrategies and programs by the study and evaluation on the specific case using the evaluationmodel.The research methods adopted by the author in this study include: qualitative analysis andquantitative analysis, literature analysis method and typical case study. There into, typicalcase study is one of the main research methods and research characteristics.