Research On Strategic Catering Consumer Behavior And Corporate Response Strategie

Under the background of mobile Internet,online reviews have become a new information sharing channel and have gradually evolved into the basis for most consumer decisions.Strategic catering consumers search for the price and service information of catering enterprises through the Internet,and after analysis and comparison,they take strategic behavior in a timely manner,enjoy the best quality service at the lowest price as possible,and obtain the largest consumer surplus.To a large extent,the public online review information not only affects the choice of brands by catering consumers,but also gradually becomes the basis for catering enterprises to carry out brand operations and optimize service experience.The article mainly adopts the content analysis method,based on 12,061 comment data of 40 catering companies of Meituan.com,through word frequency analysis,construction of behavioral categories,semantic network analysis,sentiment analysis and other aspects of research.The results show that the behaviors of strategic catering consumers mainly include word-of-mouth behavior,reservation and waiting behavior,punch card follow-up behavior,price comparison behavior and social behavior.Behavioral motivations mainly include risk-taking motivation,value motivation,social motivation and cultural motivation.Behavioral characteristics are characterized by complex diversity,clear goal orientation,and heavy dependence on third-party platforms.Based on the above results,combined with the theory of revenue management,a response strategy is proposed for catering enterprises from three aspects:price management,organizational optimization and traffic marketing.