描述
开 本: 16开纸 张: 纯质纸包 装: 平装-胶订是否套装: 否国际标准书号ISBN: 9787121342912
内容简介
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*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*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。
目 录
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 ·············································
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 ·············································
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