The Surveys And Research Of Marketing Communications Form On The Base Of Restaurant Chain "O2O" Mode

Based on the restaurant chain O2 O mode of marketing communications in the form of investigations, through the study of the findings of chain catering enterprises online forms of communication propose new ideas. The main use of the online survey and fieldwork investigation Combination ways, first select the 51 chain catering enterprises for the survey, this restaurant chain line 51 to the line "O2O" Application Status mode were investigated, and The results of the survey are summarized and combing, the findings obtained in three chain catering enterprises O2 O mode of marketing communications in the form of food prices that achieve self official website online and offline interaction, realized in the form of interactive online and offline through the buy site as well as through electricity provider platform in the form of interactive online and offline.Next to the main restaurant chain in three forms O2 O model marketing communications were specifically addressed and analyzed. In the first form, will be surveyed 51 restaurant chain is divided into two categories, one is fast food categories, one is the class dinner, and each of these types of chain catering enterprises online marketing communication, brand characteristics By means of communication and wire services carried out a detailed analysis of communication and horizontal comparison. In the second form, mainly in three aspects, namely, the price of buy website promotions, online activities and limited way to analyze activity patterns, these three modes of transmission were investigated and compared, the conclusion that situation analysis. In the third form, are classified by the electricity supplier, are summarized in an integrated way of marketing communications platform for electronic business class, function-specific class business platform that is takeout service platform of communication and imperfect electronic business platform mode of transmission. Finally, the investigation and analysis of three kinds of marketing communication forms the basis of the chain catering enterprises online forms of communication to build a new idea: combine new technology platform and strengthen food culture spread, increasing the proportion of traditional media, online media and Traditional media advertising coverage of 1: 1, and intelligent interaction. On the basis of date restaurant chain binding forms of communication platforms O2 O overall research, give people a reference and divergent thinking.