Research On Network Marketing Strategy Of Nanning L Restaurant

With the continuous development and progress of social economy,people's demand for gourmet food has become more and more intense,and the development prospects of catering industry have become brighter and brighter.In recent years,China's catering industry is developing rapidly and the catering market continues to expand.This is an industry full of great potential,full of opportunities and challenges.Especially for small and medium-sized catering enterprises with low risk resistance ability,the competition is also more intense.With the rapid development of the Internet,a large part of the content of service marketing has been transferred from offline to online,and the strategy of service marketing in the network era has also changed.In the network marketing,according to the current social hot spots and consumer concerns,predicting the selling points that will be popular,may seize the opportunity,or even create explosive products,occupy the market.Based on the positioning theory,service marketing theory and social business theory,this paper analyses and demonstrates the current situation of network marketing of Nanning L restaurant through PEST,SWOT,STP,Boston Matrix and other tools,and finds out the problems and shortcomings of network marketing of Nanning L restaurant.In order to find out the way to optimize the company's network marketing strategy,give reasonable opinions and suggestions.Finally,three research results are obtained:Firstly,based on STP analysis,the strategy of brand,product,promotion and price optimization is given.Secondly,through the study of service marketing strategy,the service optimization strategy is given from the aspects of service quality and service recovery.Thirdly,in the aspect of social commerce,combined with the actual situation of Nanning L restaurant,the optimization of interaction,content and platform are given respectively.Taking Nanning L Restaurant as a typical small and medium-sized enterprise as the research object,this paper gives some suggestions on the optimization of network marketing strategy for the development of similar catering enterprises,and further optimizes the network marketing strategy of small and medium-sized catering enterprises in China to a certain extent,so as to promote the development of small and medium-sized catering enterprises in China.