第1 章 快速入門：互聯(lián)網(wǎng)下的餐飲新思維 ···························································· 1 1.1 現(xiàn)狀解讀：餐飲市場的發(fā)展分析 ······························································ 2 1.1.1 四大趨勢，抓住餐飲發(fā)展的機遇 ····················································· 2 1.1.2 三大定位，找到品牌轉(zhuǎn)型的方向 ····················································· 5 1.1.3 3 點切入，解析品牌競爭差異化 ······················································ 6 1.1.4 微信支付，打造線上餐飲的標配 ····················································· 8 1.2 運營模式：餐飲行業(yè)的經(jīng)營之道 ······························································ 9 1.2.1 信息整合，建立全方位餐飲信息網(wǎng) ················································· 10 1.2.2 模式優(yōu)化，打造高品質(zhì)商家服務(wù)鏈 ················································· 14 1.2.3 配送服務(wù)，成就高人氣網(wǎng)紅店推手 ················································· 15 1.2.4 自主經(jīng)營，提升個性化品牌影響力 ················································· 16 1.3 快速開店：門店選址與取名技巧 ····························································· 18 1.3.1 選址分析，找準最具優(yōu)勢的餐飲旺鋪 ·············································· 18 1.3.2 經(jīng)驗借鑒，解密餐飲企業(yè)的選址技巧 ·············································· 22 1.3.3 租賃要點，提煉省錢省心的租借干貨 ·············································· 26 1.3.4 注冊流程，新開店鋪必不可少的環(huán)節(jié) ·············································· 28 1.3.5 店名定制，打造特色的餐飲品牌 ···················································· 30 1.3.6 取名技巧，凸顯產(chǎn)品特色的店名 ···················································· 33 第2 章 設(shè)計：吸引用戶眼球增加轉(zhuǎn)化 ································································ 35 2.1 餐飲品牌：占領(lǐng)用戶心智的符號 ····························································· 36 2.1.1 Logo 設(shè)計，推送餐飲品牌的廣告 ··················································· 36 2.1.2 宣傳口號，打開客戶心門的鑰匙 ···················································· 39 2.1.3 色彩設(shè)計，凸顯餐飲品牌的符號 ···················································· 42 2.1.4 字體設(shè)計，增強品牌辨識度的圖注 ················································· 44 2.1.5 包裝設(shè)計，提升品牌認知度的標識 ················································· 46 2.2 餐飲店鋪：輕松打造五星好評店鋪 ·························································· 47 2.2.1 店鋪首頁，明確商家運營思路 ······················································· 48 2.2.2 店鋪風格，滿足用戶內(nèi)在需求 ······················································· 50 2.2.3 商鋪分類，梳理店鋪多條產(chǎn)品線 ···················································· 51 2.2.4 商品圖片，呈現(xiàn)最佳視覺效果 ······················································· 55 2.3 餐飲產(chǎn)品：決定成交的關(guān)鍵所在 ····························································· 57 2.3.1 餐飲描述，刺激顧客味蕾的重要手段 ·············································· 57 2.3.2 后期修圖，凸顯商品色香的主要技巧 ·············································· 59 2.4 餐飲文案：設(shè)計完美視覺化文案 ····························································· 61 2.4.1 促銷文案，有沖擊力更體現(xiàn)出緊迫感 ·············································· 61 2.4.2 活動文案，善用一句話表達核心內(nèi)容 ·············································· 63 2.4.3 新品文案，抓對商品賣點與打造賣點 ·············································· 67 第3 章 爆品打造：需求、痛點與創(chuàng)新結(jié)合 ·························································· 69 3.1 制造爆品：找準餐飲客戶群體 ································································ 70 3.1.1 目標定位，找準你的服務(wù)對象 ······················································· 70 3.1.2 需求定位，打造多重產(chǎn)品賣點 ······················································· 74 3.1.3 痛點定位，“粉絲”轉(zhuǎn)化的第一要素 ·············································· 76 3.1.4 高性價比，奠定無可替代的地位 ···················································· 77 3.1.5 餐飲名號，打造專屬的個性品牌 ···················································· 79 3.1.6 產(chǎn)品優(yōu)勢，提供滿意的消費體驗 ···················································· 82 3.2 創(chuàng)新爆品：打破常規(guī)的餐飲產(chǎn)品 ····························································· 84 3.2.1 經(jīng)驗吸取，從失敗中獲取新創(chuàng)意 ···················································· 85 3.2.2 餐飲創(chuàng)新，始于管理者解放想象 ···················································· 86 3.2.3 顛覆傳統(tǒng)，打破餐飲行業(yè)舊思維 ···················································· 88 3.2.4 營銷創(chuàng)新，實現(xiàn)餐飲行業(yè)新局面 ···················································· 89 3.2.5 技術(shù)創(chuàng)新，創(chuàng)造餐飲發(fā)展新契機 ···················································· 91 3.3 成就爆品：極致體驗與餐飲質(zhì)量 ····························································· 93 3.3.1 爆品推送，打造優(yōu)質(zhì)產(chǎn)品極致體驗 ················································· 93 3.3.2 質(zhì)量保證，實現(xiàn)餐飲產(chǎn)品高質(zhì)服務(wù) ················································· 94 第4 章 用戶體驗：融入情感，建立第一印象 ························································ 97 4.1 體驗分析：用戶主觀感受最重要 ····························································· 98 4.1.1 問題剖析，打造最佳用戶體驗的要素 ·············································· 98 4.1.2 提分要點，用戶體驗的八大提分技巧 ············································ 101 4.1.3 基本類型，用戶體驗的三種類型介紹 ············································ 102 4.1.4 變化趨勢，用戶體驗的四大趨勢分析 ············································ 104 4.2 線上體驗：滿足各類用戶的需求 ··························································· 107 4.2.1 線上接待，為用戶提供優(yōu)質(zhì)溝通體驗 ············································ 107 4.2.2 產(chǎn)品分類，為用戶提供便利選擇體驗 ············································ 109 4.2.3 預(yù)訂支付，為用戶提供快捷服務(wù)體驗 ············································· 111 4.2.4 “親”式用語，為用戶消除不適體驗 ············································ 113 4.3 線下體驗：打造優(yōu)質(zhì)的服務(wù)環(huán)境 ··························································· 115 4.3.1 真誠服務(wù)，輕松打造十萬好評 ····················································· 115 4.3.2 舒適環(huán)境，完美實現(xiàn)“粉絲”積累 ··············································· 116 4.3.3 優(yōu)質(zhì)體驗，打造餐飲店鋪口碑 ····················································· 117 4.4 餐飲售后：迎來口碑的持續(xù)暴漲 ··························································· 119 4.4.1 端正態(tài)度，提升客戶好感的訣竅 ·················································· 119 4.4.2 主動溝通，建立良好的客戶關(guān)系 ·················································· 121 4.4.3 傾聽意見，實現(xiàn)管理優(yōu)化的途徑 ·················································· 123 4.4.4 附贈驚喜，成就雙贏局面的技巧 ·················································· 125 4.4.5 引導(dǎo)好評，推動流量轉(zhuǎn)化的手段 ·················································· 126 4.4.6 禮貌道別，打造細節(jié)制勝的服務(wù) ·················································· 130 第5 章 口碑運營：口口相傳客人源源不斷 ························································· 133 5.1 口碑打造：輕松獲取用戶好評 ······························································· 134 5.1.1 觀念樹立，消費與口碑相輔相成 ··················································· 134 5.1.2 定位準確，好口碑始于精準定位 ··················································· 136 5.1.3 用戶體驗，口碑打造的重點難點 ··················································· 139 5.1.4 服務(wù)主導(dǎo)，好服務(wù)可造就好口碑 ··················································· 143 5.1.5 信任提升，用戶信任是最佳口碑 ··················································· 146 5.2 提升口碑：餐飲口碑的運營技巧 ···························································· 148 5.2.1 新品開發(fā)，讓顧客感受持續(xù)的新鮮感 ············································· 148 5.2.2 味道助力，讓顧客主動推銷的動力源 ············································· 151 5.2.3 價格取勝，讓顧客口口相傳的推送力 ············································· 153 5.2.4 食用健康，贏得顧客好口碑的驅(qū)動力 ············································· 154 5.2.5 廣告推送，增強餐飲品牌的影響力 ················································ 157 5.2.6 故事推送，打造新餐飲品牌的高口碑 ············································· 158 5.2.7 網(wǎng)絡(luò)口碑，提升餐飲品牌的線上銷量 ············································· 160 第6 章 平臺營銷：外賣團購提升消費力度 ························································· 165 6.1 平臺入駐：外賣平臺的注冊與產(chǎn)品發(fā)布 ··················································· 166 6.1.1 平臺入駐，介紹團購平臺的入駐流程 ············································· 166 6.1.2 后臺登錄，明確美團后臺的登錄步驟 ············································· 168 6.1.3 后臺管理，了解餐飲產(chǎn)品的上傳操作 ············································· 169 6.1.4 平臺運用，明確訂單與財務(wù)的管理方法 ·········································· 171 6.2 外賣平臺：兩種方式分別入駐美團外賣 ··················································· 174 6.2.1 PC 端注冊，線下商戶入駐美團外賣 ·············································· 174 6.2.2 移動端注冊，一部手機即可入駐美團 ············································· 179 6.3 餐飲平臺：常見的外賣團購定制平臺 ······················································ 183 6.3.1 美團團購：背靠流量大樹好乘涼 ··················································· 183 6.3.2 百度糯米：提供“智能”餐飲服務(wù) ················································ 185 6.3.3 美團外賣：致力提供高質(zhì)量安全食品 ············································· 187 6.3.4 其他外賣：主打訂餐的其他外賣平臺 ············································· 188 6.3.5 大眾點評：借用評論發(fā)力營銷 ······················································ 190 6.3.6 愛鮮蜂：專注于社區(qū)最后一公里配送 ············································· 193 6.3.7 好廚師：多類別優(yōu)質(zhì)上門服務(wù) ····················································· 194 6.3.8 愛大廚：多渠道定制上門服務(wù) ····················································· 196 6.3.9 上你家：懶人餐飲的上門服務(wù) ····················································· 197 第7 章 活動營銷：優(yōu)惠造勢增強餐廳人氣 ························································· 201 7.1 節(jié)日活動：打造節(jié)日優(yōu)惠福利活動 ························································ 202 7.1.1 三月活動，針對婦女節(jié)的特別活動 ··············································· 202 7.1.2 五月活動，針對勞動節(jié)的主題活動 ··············································· 203 7.1.3 六月活動，針對兒童節(jié)的營銷活動 ··············································· 205 7.1.4 八月活動，針對中秋節(jié)的溫馨活動 ··············································· 206 7.1.5 十月活動，針對國慶節(jié)的熱門活動 ··············································· 207 7.1.6 一月活動，針對元旦的新年活動 ·················································· 209 7.2 促銷活動：不同折扣提升餐廳人氣 ························································ 210 7.2.1 定時推送，引導(dǎo)顧客持續(xù)關(guān)注 ····················································· 210 7.2.2 折扣促銷，穩(wěn)定品牌顧客來源 ····················································· 212 7.2.3 限時優(yōu)惠，打造人氣餐飲菜品 ····················································· 213 7.2.4 關(guān)聯(lián)銷售，提升菜品促銷力度 ····················································· 214 7.3 創(chuàng)意活動：借助明星與公益提升品牌 ····················································· 215 7.3.1 明星效應(yīng)，帶動“粉絲”消費力 ·················································· 216 7.3.2 熱點推送，提升品牌話題度 ························································ 217 7.3.3 公益活動，增強品牌認同感 ························································ 218 第8 章 社群營銷：打造高黏性的餐飲消費 ························································· 221 8.1 熟悉概念：餐飲社群營銷的作用 ··························································· 222 8.1.1 社群營銷，企業(yè)產(chǎn)品營銷新形式 ·················································· 222 8.1.2 營銷優(yōu)勢，多元化的社群營銷載體 ··············································· 224 8.1.3 營銷原理，買賣雙方的價值反哺 ·················································· 225 8.2 四步營銷：餐飲業(yè)如何“智造”顧客 ····················································· 227 8.2.1 第一步：主動與用戶進行交流 ····················································· 227 8.2.2 第二步：制造用戶喜歡的內(nèi)容 ····················································· 229 8.2.3 第三步：培養(yǎng)餐廳的鐵桿“粉絲” ··············································· 230 8.2.4 第四步：注重質(zhì)量產(chǎn)生好口碑 ····················································· 233 8.3 提升人氣：餐飲社群的營銷技巧 ···························································· 235 8.3.1 社群創(chuàng)建，積極維護社群秩序 ······················································ 236 8.3.2 社群管理，主動提升社群熱度 ······················································ 238 8.3.3 社群運營，定制社群運營模式 ······················································ 239 8.3.4 品牌塑造，增加餐飲產(chǎn)品人氣 ······················································ 241 8.3.5 紅包發(fā)放，活躍餐飲社群氣氛 ······················································ 242 第9 章 微信營銷：餐飲推廣從朋友圈開始 ························································· 245 9.1 朋友圈營銷：主動分享式的餐飲營銷 ······················································ 246 9.1.1 巧妙曬單，引發(fā)顧客心動的手段 ··················································· 246 9.1.2 多曬好評，巧讓事實說話的方法 ··················································· 247 9.1.3 視覺圖片，凸顯菜品外形的載體 ··················································· 249 9.1.4 推送廣告，搶占用戶的第一視線 ··················································· 250 9.1.5 信息評論，傳遞餐飲內(nèi)容的渠道 ··················································· 252 9.1.6 好友分享，受到利益驅(qū)使的行為 ··················································· 253 9.2 公眾號營銷：餐飲業(yè)營銷的新標配 ························································· 255 9.2.1 菜單設(shè)計，為消費者提供便利 ······················································ 255 9.2.2 信息推送，凸顯信息的誘惑力 ······················································ 256 9.2.3 活動引流，通過線上為線下引流 ··················································· 258 9.3 小程序營銷：借助LBS 獲得最佳的營銷效果 ············································ 259 9.3.1 定義說明，用完即走的應(yīng)用程序 ··················································· 260 9.3.2 營銷優(yōu)勢，快速切入線下消費場景 ················································ 262 9.3.3 功能優(yōu)勢，極速查找附近小程序 ··················································· 264 9.3.4 便利服務(wù)，實現(xiàn)自助點餐與支付極致 ············································· 265 第10 章 視頻營銷：動態(tài)畫面最能吸引食欲 ························································ 267 10.1 概念解析，了解視頻營銷的作用 ·························································· 268 10.1.1 定義界定，明確什么是視頻營銷 ················································· 268 10.1.2 商業(yè)價值，了解視頻營銷的價值 ················································· 269 10.2 創(chuàng)作視頻：給餐飲營銷宣傳加點料 ······················································· 270 10.2.1 計劃準備，一份完善的視頻營銷計劃 ··········································· 270 10.2.2 設(shè)備齊全，軟硬件裝備缺一不可 ················································· 271 10.2.3 方式就位，高端餐飲視頻輕松拍攝 ·············································· 273 10.2.4 技巧集結(jié)，視頻剪輯調(diào)色一步到位 ·············································· 274 10.2.5 特效處理，濾鏡轉(zhuǎn)場特效美感暴擊 ·············································· 276 10.2.6 質(zhì)感升級，字幕背景音樂技能疊加 ·············································· 278 10.3 上傳分享：效果堪比100 個推廣員 ······················································ 280 10.3.1 朋友圈分享，快速獲取用戶流量 ················································· 281 10.3.2 微信群分享，最精準的推廣渠道 ················································· 282 10.3.3 公眾號分享，吸粉引流的主力軍 ················································· 283 10.3.4 自媒體分享，資源共享的推送平臺 ·············································· 286 10.3.5 論壇貼吧分享，高熱度的互動平臺 ·············································· 289 第11 章 H5 營銷：餐飲互動引領(lǐng)消費熱潮 ························································· 291 11.1 H5 營銷：了解H5 營銷基本概念 ························································· 292 11.1.1 H5 營銷，融入多種媒介的營銷模式 ············································ 292 11.1.2 H5 場景，利于餐飲營銷的優(yōu)勢分析 ············································ 293 11.1.3 H5 運用，打造營銷活動的干貨分享 ············································ 294 11.2 制作平臺：餐飲微場景制作利器 ·························································· 296 11.2.1 百度H5：絕佳創(chuàng)意，絕不雷同 ·················································· 296 11.2.2 橙秀XIU：H5 微場景一鍵生成，自由DIY ··································· 298 11.2.3 易企秀：極簡制作流程，奢華呈現(xiàn)形式 ········································ 300 11.3 營銷形式：引爆熱度提升顧客黏性 ······················································· 301 11.3.1 菜品投票，增進互動的吸粉利器 ················································· 302 11.3.2 轉(zhuǎn)盤抽獎，福利放送的引流妙招 ················································· 303 11.3.3 搖一搖，高參與度的抽獎活動 ···················································· 304 11.3.4 砸金蛋，烘托氛圍的分享獎勵 ···················································· 305 11.3.5 問卷調(diào)查，洞悉用戶需求的有效手段 ··········································· 306 11.4 營銷渠道：多渠道全方面?zhèn)鬟_餐飲信息 ················································· 308 11.4.1 朋友圈，蘊含無限商機的社交平臺 ·············································· 308 11.4.2 公眾號，帶來精準流量的推廣平臺 ·············································· 309 11.4.3 微信群，挖掘潛在顧客的公共平臺 ·············································· 310 11.4.4 自媒體，創(chuàng)造億萬點擊的傳播平臺 ·············································· 311 第12 章 行業(yè)案例：知名品牌的運營案例分析 ····················································· 313 12.1 真功夫——迅速提升顧客滿意度 ··························································· 314 12.2 西貝莜面村——美團外賣第一正餐品牌 ·················································· 315 12.3 胖哥倆——用心烹調(diào)、全心服務(wù) ··························································· 318 12.4 眉州東坡——打造顧客極致體驗 ··························································· 320 12.5 正新雞排——用心推出各種活動 ··························································· 323