Research On Brand And Business Model Of Music Creative Restaurant In The Walnut

With the rapid development of economy and the continuous improvement of material living standard,people’s spiritual and cultural needs are increasing day by day.In food consumption,people’s consumption motivation gradually from "food" to"environment" to " feelings".In recent years,in the catering industry,gradually rise the trend of " music restaurant"." music" as a creative element into the catering industry,the integration of music and catering industry can bring new vitality to the "music industry" and " catering industry"?What role does musical creativity play in restaurant brand management and marketing?What management and operation mode does " music restaurant" rely on to bring new opportunities?These are the articles on music creative restaurant brands and business models in the research.This article will be Xiamen "The walnut" as the research object,cultural industry and cultural market science and other multi-disciplinary theoretical knowledge as the basis,learn from relevant literature and books as a guide.From the perspective of business model research,this paper combs the development process and status quo of music in the catering industry,using Michael porter’s”five forces model" and McKinsey’s 4p marketing theory as the main research methods,referring to the relevant research reports in the industry,and obtaining relevant data through market research,analyzes the existing problems in The walnut music restaurant at this stage,and puts forward the corresponding development ideas.The full text is divided into seven parts.The first part introduces the research background,related topics and main research methods of this paper.The second part defines the concept of”music creative restaurant",briefly describes the basic situation of music creative restaurant,and combs and analyzes the development process and current situation of music creative restaurant and catering industry;The third part,through the analysis of the present situation of The walnut music restaurant,expounds the brand establishment and operation status of The walnut music restaurant;The fourth part through the investigation and analysis of Xiamen "The walnut"restaurant management mode and music team business model;The fifth part uses McKinsey’s 4p marketing theory as the research method,discusses the role of" music creativity" in The walnut marketing model,and analyzes the business model of" The walnut restaurant":The sixth part is on the basis of the previous research,using Michael porter’s" five forces model"(Michael porter’s" s five forces model")and pest analysis model as research methods,put forward and analyze the problems existing in the development of walnut business model at this stage;The seventh part is the summary and prospect of the full text research,and put forward the shortcomings of the research.