On the catering business branding strategy in advertising appeals

First, the restaurant industry, "goods" of the cognitive

The restaurant industry, "goods" is available to guests of various companies to use the sum of the value. Specific analysis, including three aspects: First, the use value of equipment and facilities, and second, the use value of physical products (mainly food products), three is the use value of labor services. Meanwhile, the restaurant industry's "goods" and other industries, "goods" in comparison, that is, physical products and general business compared with many special properties, which is mainly manifested in the following areas :
(A) intangible
General "goods" are visible, is a physical product, visible and tangible, it is from production to consumption, always go through a process of commodity circulation, the production, exchange and consumption in time, Location is separate, if consumers buy physical product, when he left the store, he took a specific physical products.

The restaurant industry's "goods" different, it is basically invisible, invisible, intangible, is an experience, a feeling, usually we often hear customers say spend money to enjoy, easy to buy, buy quality, refers to such an experience. Although the restaurant seats, the food on the table are all tangible objects, but these tangible objects essentially invisible, but is the experience for customers to create accessories.

Characteristics of intangible goods, food and beverage companies to bring the special products business. Opposed to tangible products, it is more difficult to sell to the market. For example, the hotel is difficult to show all their goods to the customer in front of customers from various angles to detect quality goods, the payment of fees, the customer can not try the consumer experience, if the customer brings the consumer, even if it feels good, also need to pay the purchase price. Therefore, the food industry marketing, in principle, should not be based on product appearance and the results to be, we must rely on other methods.

(B) Comprehensive
Food company's products are not by a single department or personnel, but by the many departments at the same time co-operation arising from the use of integrated value. When the customer into the business later, and customers living in almost all of the relevant departments to up and running. It involves physical equipment and facilities, and services related to intangible services.

(C) storage of non-
Catering enterprise products are "consumption of Production, not consumption will disappear," is a expired, the instantaneous utility of the product, the value of the formation and implementation process is the same, the day can not sell the utility of the day will be lost, can no longer recover. This is an important tangible difference. tangible products often have a long shelf life, as long as the shelf life of products sold within the product's value can be achieved, but Hotel value of the product is very short-term hedge against inflation. From this perspective, the concept of hotel product and marketing, more than any other industry is more important.

(D) strong dependence
Simultaneous production and consumption characteristics, determine the value of the product the size of the catering business and employee performance with the most direct relevance. Although the business is very important physical and chemical facilities, but the service quality and management level of the more decisive.


Second, the food and beverage industry marketing Analysis

Today, the restaurant industry was competitive situation, marketing difficult goods difficult to sell, therefore, to enhance the competitiveness of food necessary to the implementation of enhanced marketing. Implementation of the enhanced marketing analysis should first calm what has been the crux of the marketing work, and then analysis strategy, the current Food industry marketing problems prevalent mainly in the following areas:
(A) of the narrow interpretation of marketing content
Equivalent to the marketing promotion, the marketing as if in public relations. Focus on external, internal strength contempt; focus on the marketing of existing products, product development and innovation of neglect; not attach importance to the actual market Research needs of the customer for granted; one-sided understanding of the whole Members of marketing, sales targets assigned for all, linked to sales results and rewards and punishments, so that each employee to become a salesman, costly, ineffective, and complaints. and so on, marketing is actually amounts to nothing.

(B) the lack of systematic planning of marketing
Lack of marketing planning their specific performance: do not take into account its own characteristics, do not pay attention to form their own style, blindly follow the trend; East, a hammer, the West a stick, headache treat the head, feet hurt the disease, not to be understood as a system of marketing; fire emergency, the pursuit of short-term effect, "no off when anxious to jump, a good business to forget." lack of long-term marketing plans; lack of overall planning, the marketing work as a local, specialized departments, hotels and internal aspects, the lack of various departments organic complex.

(C) lack of market positioning, target market is not clear
Currently, many food and beverage industry instant success, often focus on immediate benefits, very few of their own business for the long-term planning, lack of market investigation, in a long time unable to meet the needs of society, gradually lost competitiveness.

(D) does not attach importance to brand building, do not pay attention to overall efficiency
To enhance the overall competitiveness of enterprises have to establish brand awareness, through good corporate brand image to promote their products, increase the competitiveness of products. At present, many operators of food and beverage industry often do not focus on creating its own brand, the brand building something as large companies. In fact, the brand often need to start small, compared to large enterprises, small businesses more flexibility to build the brand more operational, thus enhancing the corporate brand is also the restaurant building enterprises to enhance the primary means of marketing. reposted elsewhere in the Research Papers Download http://www.hi138.com three effective countermeasures sellers of advertising appeals

(A) intangible product strategy appears
Intangible characteristics of food products, so that customers buy the product until they can not touch and feel, not like other business enterprises, as demonstrated through the tangible products to promotional products, to "Let the facts speak for" the purpose to quickly attract customers to buy . So, how to make the public understand the intangible product content, marketing, food and beverage industry has become a problem.

For this characteristic, an important strategy is to do everything possible to provide tangible evidence to prove that the intangible product quality, customer seeing is believing. These tangible evidence, including equipment, facilities, personnel image, environment, layout and so on. There is a saying very clear: the customer into the store looking facade, facade looked to see faces, read face to see the table, there are floors, walls and surfaces (the surface equipment and facilities). This "five sides" is a visual, tangible, Organic is also a manifestation of the intangible service.

(B) of the system implementation strategy of customer satisfaction, strong client management purposes
Customer satisfaction strategy emphasizes product quality management to customer satisfaction as the benchmark. In English, said CS strategy. The first 80 years in the last century, the rise in the U.S.. In the services industry, customer satisfaction, customer word of mouth is the most powerful marketing. Some studies show that service companies to attract a new customer than to keep old customers often spend 5 times the cost. to prevent the loss of old customers is the top priority of corporate marketing services.

(C) enhance the value of the products
In terms of products, zero defects is the foundation works to provide value to their products is improved. The so-called value-added products that get customers to buy accident benefits. KFC has a famous slogan: "To provide you with 101% satisfaction" . an additional 1% is added value, is to make customers feel the service he got beyond his expectations. For example, there was a waiter in the clean room, the guests found traces of the pillow has folded, she immediately make judgments, the guest pillow is too low, so she took the initiative to the guests to add a pillow. This is for the customers, is a value-added. Thus, an excellent hotel staff, in their daily work, to try to find available value-added opportunities.

(D) the strong implementation of brand strategy
The key is to make the brand positioning. The right position, to form features, creating a brand. Positioning start from the market in order to highlight the characteristics of principle, to establish the brand as the goal. Therefore, the most effective positioning strategy is neutral positioning strategy. To pass neutral positioning strategy, to form an impression of the public, a concept: not only the food catering business for sale, but a taste, a state, a culture, an experience for the service. For the advertising industry, the is a constant exploration of new, successful advertising appeals process.

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