从零开始做新餐饮_美团外卖袋鼠学院团队_9787121342912

传统餐饮，移动餐饮，如何融合、转型和脱变？餐饮专家，实践结合，与你分享餐饮O2O变革经验创新、思维、平台、融合，一书在手，轻松掌握互联网餐饮运作模式！线上、线下、分析、营销，多种方式，轻松实现互联网餐饮的转型发展！11大餐饮营销专题内容，从餐饮开店、店铺设计、打造爆品、用户体验、口碑运营、平台营销、活动营销、社群营销、微信营销、视频营销、H5营销等角度，帮助大家从新手成为餐饮业营销高手。150多个纯高手干货技巧，打造互联网餐饮营销一体化方案，助力传统企业、电商快速引流以及带来餐饮销量的增长，一本书轻松玩转！全书内容包含：快速入门：互联网下的餐饮新思维；视觉设计：占领用户眼球增加转化；爆品打造：需求、痛点与创新结合；用户体验：融入情感建立第一印象；口碑运营：口口相传客人源源不断；平台营销：外卖团购提升消费力度；活动营销：优惠造势增强餐厅人气；社群营销：打造高黏性的餐饮消费；微信营销：餐饮推广从朋友圈开始；视频营销：动态画面最能吸引食欲；H5营销：餐饮互动引领消费热潮等，系统化地介绍餐饮营销与运营的方方面面。本书语言精练、结构严谨、图文并茂，尤其是对餐饮开店选址、店铺设计、爆品打造、用户体验、口碑运营、移动营销等方面的纵深阐述，十分全面，适合中小餐厅老板、大众化餐厅的经营者和管理者、准备向餐饮行业转型的商家和企业、对餐饮业感兴趣并准备投资的创业人士阅读。

第1 章快速入门：互联网下的餐饮新思维 ···························································· 1 1.1 现状解读：餐饮市场的发展分析 ······························································ 2 1.1.1 四大趋势，抓住餐饮发展的机遇 ····················································· 2 1.1.2 三大定位，找到品牌转型的方向 ····················································· 5 1.1.3 3 点切入，解析品牌竞争差异化 ······················································ 6 1.1.4 微信支付，打造线上餐饮的标配 ····················································· 8 1.2 运营模式：餐饮行业的经营之道 ······························································ 9 1.2.1 信息整合，建立全方位餐饮信息网 ················································· 10 1.2.2 模式优化，打造高品质商家服务链 ················································· 14 1.2.3 配送服务，成就高人气网红店推手 ················································· 15 1.2.4 自主经营，提升个性化品牌影响力 ················································· 16 1.3 快速开店：门店选址与取名技巧 ····························································· 18 1.3.1 选址分析，找准最具优势的餐饮旺铺 ·············································· 18 1.3.2 经验借鉴，解密餐饮企业的选址技巧 ·············································· 22 1.3.3 租赁要点，提炼省钱省心的租借干货 ·············································· 26 1.3.4 注册流程，新开店铺必不可少的环节 ·············································· 28 1.3.5 店名定制，打造特色的餐饮品牌 ···················································· 30 1.3.6 取名技巧，凸显产品特色的店名 ···················································· 33 第2 章设计：吸引用户眼球增加转化 ································································ 35 2.1 餐饮品牌：占领用户心智的符号 ····························································· 36 2.1.1 Logo 设计，推送餐饮品牌的广告 ··················································· 36 2.1.2 宣传口号，打开客户心门的钥匙 ···················································· 39 2.1.3 色彩设计，凸显餐饮品牌的符号 ···················································· 42 2.1.4 字体设计，增强品牌辨识度的图注 ················································· 44 2.1.5 包装设计，提升品牌认知度的标识 ················································· 46 2.2 餐饮店铺：轻松打造五星好评店铺 ·························································· 47 2.2.1 店铺首页，明确商家运营思路 ······················································· 48 2.2.2 店铺风格，满足用户内在需求 ······················································· 50 2.2.3 商铺分类，梳理店铺多条产品线 ···················································· 51 2.2.4 商品图片，呈现最佳视觉效果 ······················································· 55 2.3 餐饮产品：决定成交的关键所在 ····························································· 57 2.3.1 餐饮描述，刺激顾客味蕾的重要手段 ·············································· 57 2.3.2 后期修图，凸显商品色香的主要技巧 ·············································· 59 2.4 餐饮文案：设计完美视觉化文案 ····························································· 61 2.4.1 促销文案，有冲击力更体现出紧迫感 ·············································· 61 2.4.2 活动文案，善用一句话表达核心内容 ·············································· 63 2.4.3 新品文案，抓对商品卖点与打造卖点 ·············································· 67 第3 章爆品打造：需求、痛点与创新结合 ·························································· 69 3.1 制造爆品：找准餐饮客户群体 ································································ 70 3.1.1 目标定位，找准你的服务对象 ······················································· 70 3.1.2 需求定位，打造多重产品卖点 ······················································· 74 3.1.3 痛点定位，“粉丝”转化的第一要素 ·············································· 76 3.1.4 高性价比，奠定无可替代的地位 ···················································· 77 3.1.5 餐饮名号，打造专属的个性品牌 ···················································· 79 3.1.6 产品优势，提供满意的消费体验 ···················································· 82 3.2 创新爆品：打破常规的餐饮产品 ····························································· 84 3.2.1 经验吸取，从失败中获取新创意 ···················································· 85 3.2.2 餐饮创新，始于管理者解放想象 ···················································· 86 3.2.3 颠覆传统，打破餐饮行业旧思维 ···················································· 88 3.2.4 营销创新，实现餐饮行业新局面 ···················································· 89 3.2.5 技术创新，创造餐饮发展新契机 ···················································· 91 3.3 成就爆品：极致体验与餐饮质量 ····························································· 93 3.3.1 爆品推送，打造优质产品极致体验 ················································· 93 3.3.2 质量保证，实现餐饮产品高质服务 ················································· 94 第4 章用户体验：融入情感，建立第一印象 ························································ 97 4.1 体验分析：用户主观感受最重要 ····························································· 98 4.1.1 问题剖析，打造最佳用户体验的要素 ·············································· 98 4.1.2 提分要点，用户体验的八大提分技巧 ············································ 101 4.1.3 基本类型，用户体验的三种类型介绍 ············································ 102 4.1.4 变化趋势，用户体验的四大趋势分析 ············································ 104 4.2 线上体验：满足各类用户的需求 ··························································· 107 4.2.1 线上接待，为用户提供优质沟通体验 ············································ 107 4.2.2 产品分类，为用户提供便利选择体验 ············································ 109 4.2.3 预订支付，为用户提供快捷服务体验 ············································· 111 4.2.4 “亲”式用语，为用户消除不适体验 ············································ 113 4.3 线下体验：打造优质的服务环境 ··························································· 115 4.3.1 真诚服务，轻松打造十万好评 ····················································· 115 4.3.2 舒适环境，完美实现“粉丝”积累 ··············································· 116 4.3.3 优质体验，打造餐饮店铺口碑 ····················································· 117 4.4 餐饮售后：迎来口碑的持续暴涨 ··························································· 119 4.4.1 端正态度，提升客户好感的诀窍 ·················································· 119 4.4.2 主动沟通，建立良好的客户关系 ·················································· 121 4.4.3 倾听意见，实现管理优化的途径 ·················································· 123 4.4.4 附赠惊喜，成就双赢局面的技巧 ·················································· 125 4.4.5 引导好评，推动流量转化的手段 ·················································· 126 4.4.6 礼貌道别，打造细节制胜的服务 ·················································· 130 第5 章口碑运营：口口相传客人源源不断 ························································· 133 5.1 口碑打造：轻松获取用户好评 ······························································· 134 5.1.1 观念树立，消费与口碑相辅相成 ··················································· 134 5.1.2 定位准确，好口碑始于精准定位 ··················································· 136 5.1.3 用户体验，口碑打造的重点难点 ··················································· 139 5.1.4 服务主导，好服务可造就好口碑 ··················································· 143 5.1.5 信任提升，用户信任是最佳口碑 ··················································· 146 5.2 提升口碑：餐饮口碑的运营技巧 ···························································· 148 5.2.1 新品开发，让顾客感受持续的新鲜感 ············································· 148 5.2.2 味道助力，让顾客主动推销的动力源 ············································· 151 5.2.3 价格取胜，让顾客口口相传的推送力 ············································· 153 5.2.4 食用健康，赢得顾客好口碑的驱动力 ············································· 154 5.2.5 广告推送，增强餐饮品牌的影响力 ················································ 157 5.2.6 故事推送，打造新餐饮品牌的高口碑 ············································· 158 5.2.7 网络口碑，提升餐饮品牌的线上销量 ············································· 160 第6 章平台营销：外卖团购提升消费力度 ························································· 165 6.1 平台入驻：外卖平台的注册与产品发布 ··················································· 166 6.1.1 平台入驻，介绍团购平台的入驻流程 ············································· 166 6.1.2 后台登录，明确美团后台的登录步骤 ············································· 168 6.1.3 后台管理，了解餐饮产品的上传操作 ············································· 169 6.1.4 平台运用，明确订单与财务的管理方法 ·········································· 171 6.2 外卖平台：两种方式分别入驻美团外卖 ··················································· 174 6.2.1 PC 端注册，线下商户入驻美团外卖 ·············································· 174 6.2.2 移动端注册，一部手机即可入驻美团 ············································· 179 6.3 餐饮平台：常见的外卖团购定制平台 ······················································ 183 6.3.1 美团团购：背靠流量大树好乘凉 ··················································· 183 6.3.2 百度糯米：提供“智能”餐饮服务 ················································ 185 6.3.3 美团外卖：致力提供高质量安全食品 ············································· 187 6.3.4 其他外卖：主打订餐的其他外卖平台 ············································· 188 6.3.5 大众点评：借用评论发力营销 ······················································ 190 6.3.6 爱鲜蜂：专注于社区最后一公里配送 ············································· 193 6.3.7 好厨师：多类别优质上门服务 ····················································· 194 6.3.8 爱大厨：多渠道定制上门服务 ····················································· 196 6.3.9 上你家：懒人餐饮的上门服务 ····················································· 197 第7 章活动营销：优惠造势增强餐厅人气 ························································· 201 7.1 节日活动：打造节日优惠福利活动 ························································ 202 7.1.1 三月活动，针对妇女节的特别活动 ··············································· 202 7.1.2 五月活动，针对劳动节的主题活动 ··············································· 203 7.1.3 六月活动，针对儿童节的营销活动 ··············································· 205 7.1.4 八月活动，针对中秋节的温馨活动 ··············································· 206 7.1.5 十月活动，针对国庆节的热门活动 ··············································· 207 7.1.6 一月活动，针对元旦的新年活动 ·················································· 209 7.2 促销活动：不同折扣提升餐厅人气 ························································ 210 7.2.1 定时推送，引导顾客持续关注 ····················································· 210 7.2.2 折扣促销，稳定品牌顾客来源 ····················································· 212 7.2.3 限时优惠，打造人气餐饮菜品 ····················································· 213 7.2.4 关联销售，提升菜品促销力度 ····················································· 214 7.3 创意活动：借助明星与公益提升品牌 ····················································· 215 7.3.1 明星效应，带动“粉丝”消费力 ·················································· 216 7.3.2 热点推送，提升品牌话题度 ························································ 217 7.3.3 公益活动，增强品牌认同感 ························································ 218 第8 章社群营销：打造高黏性的餐饮消费 ························································· 221 8.1 熟悉概念：餐饮社群营销的作用 ··························································· 222 8.1.1 社群营销，企业产品营销新形式 ·················································· 222 8.1.2 营销优势，多元化的社群营销载体 ··············································· 224 8.1.3 营销原理，买卖双方的价值反哺 ·················································· 225 8.2 四步营销：餐饮业如何“智造”顾客 ····················································· 227 8.2.1 第一步：主动与用户进行交流 ····················································· 227 8.2.2 第二步：制造用户喜欢的内容 ····················································· 229 8.2.3 第三步：培养餐厅的铁杆“粉丝” ··············································· 230 8.2.4 第四步：注重质量产生好口碑 ····················································· 233 8.3 提升人气：餐饮社群的营销技巧 ···························································· 235 8.3.1 社群创建，积极维护社群秩序 ······················································ 236 8.3.2 社群管理，主动提升社群热度 ······················································ 238 8.3.3 社群运营，定制社群运营模式 ······················································ 239 8.3.4 品牌塑造，增加餐饮产品人气 ······················································ 241 8.3.5 红包发放，活跃餐饮社群气氛 ······················································ 242 第9 章微信营销：餐饮推广从朋友圈开始 ························································· 245 9.1 朋友圈营销：主动分享式的餐饮营销 ······················································ 246 9.1.1 巧妙晒单，引发顾客心动的手段 ··················································· 246 9.1.2 多晒好评，巧让事实说话的方法 ··················································· 247 9.1.3 视觉图片，凸显菜品外形的载体 ··················································· 249 9.1.4 推送广告，抢占用户的第一视线 ··················································· 250 9.1.5 信息评论，传递餐饮内容的渠道 ··················································· 252 9.1.6 好友分享，受到利益驱使的行为 ··················································· 253 9.2 公众号营销：餐饮业营销的新标配 ························································· 255 9.2.1 菜单设计，为消费者提供便利 ······················································ 255 9.2.2 信息推送，凸显信息的诱惑力 ······················································ 256 9.2.3 活动引流，通过线上为线下引流 ··················································· 258 9.3 小程序营销：借助LBS 获得最佳的营销效果 ············································ 259 9.3.1 定义说明，用完即走的应用程序 ··················································· 260 9.3.2 营销优势，快速切入线下消费场景 ················································ 262 9.3.3 功能优势，极速查找附近小程序 ··················································· 264 9.3.4 便利服务，实现自助点餐与支付极致 ············································· 265 第10 章视频营销：动态画面最能吸引食欲 ························································ 267 10.1 概念解析，了解视频营销的作用 ·························································· 268 10.1.1 定义界定，明确什么是视频营销 ················································· 268 10.1.2 商业价值，了解视频营销的价值 ················································· 269 10.2 创作视频：给餐饮营销宣传加点料 ······················································· 270 10.2.1 计划准备，一份完善的视频营销计划 ··········································· 270 10.2.2 设备齐全，软硬件装备缺一不可 ················································· 271 10.2.3 方式就位，高端餐饮视频轻松拍摄 ·············································· 273 10.2.4 技巧集结，视频剪辑调色一步到位 ·············································· 274 10.2.5 特效处理，滤镜转场特效美感暴击 ·············································· 276 10.2.6 质感升级，字幕背景音乐技能叠加 ·············································· 278 10.3 上传分享：效果堪比100 个推广员 ······················································ 280 10.3.1 朋友圈分享，快速获取用户流量 ················································· 281 10.3.2 微信群分享，最精准的推广渠道 ················································· 282 10.3.3 公众号分享，吸粉引流的主力军 ················································· 283 10.3.4 自媒体分享，资源共享的推送平台 ·············································· 286 10.3.5 论坛贴吧分享，高热度的互动平台 ·············································· 289 第11 章 H5 营销：餐饮互动引领消费热潮 ························································· 291 11.1 H5 营销：了解H5 营销基本概念 ························································· 292 11.1.1 H5 营销，融入多种媒介的营销模式 ············································ 292 11.1.2 H5 场景，利于餐饮营销的优势分析 ············································ 293 11.1.3 H5 运用，打造营销活动的干货分享 ············································ 294 11.2 制作平台：餐饮微场景制作利器 ·························································· 296 11.2.1 百度H5：绝佳创意，绝不雷同 ·················································· 296 11.2.2 橙秀XIU：H5 微场景一键生成，自由DIY ··································· 298 11.2.3 易企秀：极简制作流程，奢华呈现形式 ········································ 300 11.3 营销形式：引爆热度提升顾客黏性 ······················································· 301 11.3.1 菜品投票，增进互动的吸粉利器 ················································· 302 11.3.2 转盘抽奖，福利放送的引流妙招 ················································· 303 11.3.3 摇一摇，高参与度的抽奖活动 ···················································· 304 11.3.4 砸金蛋，烘托氛围的分享奖励 ···················································· 305 11.3.5 问卷调查，洞悉用户需求的有效手段 ··········································· 306 11.4 营销渠道：多渠道全方面传达餐饮信息 ················································· 308 11.4.1 朋友圈，蕴含无限商机的社交平台 ·············································· 308 11.4.2 公众号，带来精准流量的推广平台 ·············································· 309 11.4.3 微信群，挖掘潜在顾客的公共平台 ·············································· 310 11.4.4 自媒体，创造亿万点击的传播平台 ·············································· 311 第12 章行业案例：知名品牌的运营案例分析 ····················································· 313 12.1 真功夫——迅速提升顾客满意度 ··························································· 314 12.2 西贝莜面村——美团外卖第一正餐品牌 ·················································· 315 12.3 胖哥俩——用心烹调、全心服务 ··························································· 318 12.4 眉州东坡——打造顾客极致体验 ··························································· 320 12.5 正新鸡排——用心推出各种活动 ··························································· 323

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