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手机牛牛代理 · XINGYEDONGTAI

餐饮业促销与营销的区别在哪里?
发布时间:2021-03-01   点击次数: 来源:http://makinum.com

一、正确区分营销与促销的含义很多人总是把促销当作营销在做。实际上区别很大,促销只是营销其中一部分职能。营销是能够使商品交易成功的一系列活动的总和,包括产品、价格、促销、渠道等多方面因素,甚至品牌包装、市场策略制定以及相关战略设计内容都被包含在内。促销仅仅是属于短期性的刺激工具,促销的工具有消费者促销(样品、优惠券、现金折款、价格折让、赠品、奖金、光顾奖励、免试用、产品保证、产品示范和竞赛);交易促销(购买折让、免费产品、商品折让、合作广告、广告和陈列折让、促销基金及经销商销售竞赛)和销售人员促销(奖金、竞赛、销售集会)正确区分营销和促销之间的差别,对我们正确运用方法有很大的意义。概括一句话,营销是长期性的,促销是根据企业短期利益,进行的刺激性地促进销售增长的活动。

1、 Correctly distinguish the meaning of marketing and promotion, many people always regard promotion as marketing. In fact, there is a big difference. Promotion is only one part of marketing. Marketing is the sum of a series of activities that can make the commodity transaction successful, including product, price, promotion, channel and other factors, and even brand packaging, marketing strategy formulation and related strategic design are included. Promotion is only a short-term stimulus tool. The tools of promotion include consumer promotion (sample, coupon, cash discount, price discount, gift, bonus, patronage reward, trial free, product guarantee, product demonstration and competition); transaction promotion (purchase discount, free product, commodity discount, cooperative advertising, advertising and display discount, promotion fund and dealer sales) It is of great significance for us to correctly distinguish the difference between marketing and promotion. In a word, marketing is long-term, and promotion is a stimulating activity to promote sales growth according to the short-term interests of the enterprise.
二、认真分析淡季原因,正确制订策略餐饮企业在经营过程中不免会遇到销售淡季,对不同企业来讲,淡季的时间分配自然也不相同。定位不同,可能把节假日和非节假日作为淡旺季的区别点;销售产品不同,可能按季节分淡旺季;即使是同一品牌的连锁店月可能由于区域特点不同,淡旺季的周期也不禁相同。根据这样的情况来看,作为餐饮企业的负责人首先要分析自己的定位和客人构成,而且要找到客人消费的真 正动机,然后再确定运用什么手段来达到吸引客人的目的。一般来讲,吸引客人可以简单地分为三种情况:1、尽量留驻老客户,增加老客户的造访频次;2、尽量吸引新客户,扩大销售机会;3、通过各种方法促进现场销售效果,增加产品的购买机会。在这些策略的选择中要尽量避免一个误区,那就是无论什么情况都采用价格杠杆来莽撞地进行疯狂促销,如果使用不当,反而会造成客人流失甚至直接导致营业水平下降。
2、 Seriously analyze the reasons for off-season, and correctly formulate strategies. Catering enterprises will inevitably encounter off-season sales in the business process. For different enterprises, the time allocation in off-season is naturally different. Different positioning may make holidays and non holidays the difference between low season and peak season; different products may be sold in low season and peak season; even chain stores of the same brand may have the same cycle of low season and peak season due to different regional characteristics. According to this situation, as a person in charge of a catering enterprise, he should first analyze his own positioning and the composition of the guests, and find out the real motivation of the guests' consumption, and then determine what means to use to achieve the purpose of attracting guests. Generally speaking, attracting customers can be simply divided into three situations: 1. Try to stay with old customers and increase the visiting frequency of old customers; 2. Try to attract new customers and expand sales opportunities; 3. Promote on-site sales effect and increase product purchasing opportunities through various methods. In the choice of these strategies, we should try our best to avoid a misunderstanding, that is, we should use price leverage to rashly carry out crazy sales promotion no matter what the situation is. If we use it improperly, it will cause the loss of customers and even directly lead to the decline of business level.
                                   小焖锅加盟
三、产品营销和品牌营销不失为淡季营销的好方法既然促销是短期行为,也是刺激性行为,但营销和企业生存却是长期头等大事。而且在进行企业诊断过程中,企业负责人要清楚一件事,特别是对餐饮企业来讲是至关重要的一件事,那就是qscv水平。促销可以比做是激素,用得恰当可以延缓病情加剧,或者减轻痛苦,但并不能根除病根。真 正效益优异的企业很少能感受到淡旺季的区别,甚至部分企业可以很好的进行反季节销售。问题的关键是什么呢?那就是产品、服务的质量水平问题。如果企业不是那种在生死线上挣扎的话,在淡季进行很好的产品改善和进行很好的产品推广不失为企业应该关注的头等大事。品牌管理更是时时的、长期的事情。如果在淡季,企业能很好的抓住机遇,对品牌进行彻底的分析,苦练内功,,做任何事情都以品牌价值大化为出发点,那到了旺季,企业自然会更加轻松不说,而且甚至超过竞争对手,能强有利的强占市场先机。
3、 Product marketing and brand marketing are good methods of off-season marketing. Since promotion is a short-term and stimulating behavior, marketing and enterprise survival are the top priority in the long term. And in the process of enterprise diagnosis, the person in charge of the enterprise should be clear about one thing, especially for the catering enterprises, which is a crucial thing, that is the level of QSCV. Sales promotion can be compared to hormone. Proper use can delay the aggravation of the disease or relieve the pain, but it can not eradicate the root of the disease. The enterprises with excellent real benefits can rarely feel the difference between low season and peak season, and even some enterprises can well carry out off-season sales. What is the crux of the problem? That is the quality level of products and services. If the enterprise is not struggling on the line of life and death, it is the top priority for the enterprise to make good product improvement and good product promotion in the off-season. Brand management is always and long-term. If in the off-season, the enterprise can seize the opportunity, thoroughly analyze the brand, work hard, and do everything with the brand value as the starting point, then in the peak season, the enterprise will naturally be more relaxed, not to mention, and even surpass the competitors, and can take advantage of the market.
四、恰当利用社会焦点和热点创造机会作为餐饮企业,淡季营销不但要把眼睛瞄准对手,瞄准自己和产品、瞄准广告促销、更要把眼光放到整个社会环境中去。要善于抓住社会的焦点热点迅速地改变策略和行动,甚至可以不失时机的炒作自己,自己不但赚钱,而且会使声誉、知名度等品概效益直线上升。例如,7、8月份为淡季,但如果你的餐厅靠近学校或者大学,餐厅完全可以适当的适时地推出谢师宴、同学聚会宴等等专向活动。例如,市场出现食品质量危机的时候,企业如何改变策略,邀请客人参观也好,还是做出承诺也好,反其道行之,如果宣传包装得当,会起到意想不到的效果。
4、 As a catering enterprise, off-season marketing should not only focus on competitors, itself and products, advertising promotion, but also the whole social environment. We should be good at grasping the focus of the society and quickly changing our strategies and actions. We can even seize the opportunity to hype ourselves. We will not only make money, but also make our reputation and popularity rise. For example, July and August are off-season, but if your restaurant is close to school or university, the restaurant can launch special activities such as Teacher Appreciation Banquet, classmate party banquet and so on. For example, when there is a food quality crisis in the market, how can an enterprise change its strategy, whether to invite guests to visit or make a promise? On the contrary, if the publicity and packaging are appropriate, it will have an unexpected effect.
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