A Research On Wechat Marketing Strategy In Leisure Catering Enterprises

With the popularity of mobile Internet and smart terminals, we have entered the new era of "Internet+", under this background, a new marketing approach different from the traditional marketing generated, that is the network marketing model. Since 2011, Tencent launched Wechat, the number of users rose suddenly and sharply, owing to the software have characteristics with a wide transmission range, accurate, low cost, etc., businesses from all walks of life use it as a tool of marketing, making it a new network marketing model in the network economy era, among which there are many catering companies. However, due to Wechat is late in getting start, many food industries lack theoretical knowledge, marketing planning and strategic direction of Wechat marketing, just stay in the initial stage of making use of Wechat as free advertising, the potential of Wechat marketing has not been dug out.Based on the theory and background of Wechat marketing, this thesis make a research on the current situation, methods of Wechat marketing and marketing strategy in catering industry. Through the case study of Starbucks’, which is the typical of casual dining, summarize the existing problems of Wechat marketin status quo. And on this basis of summing up, make a further analysis of casual dining’s Wechat marketing with SWOT matrix, to propose strategy to the Wechat marketing of casual dining category, including integrating Wechat marketing strategy, carefully building Wechat public account, using big data and professional talents to improve Wechat marketing efficiency, etc. Since Starbucks representative casual dining industry to a certain extent, its Wechat marketing mode can provide reference for other casual dining company.