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(chǎng)的發(fā)展分析 ······························································ 2 1.1.1 四大趨勢(shì)，抓住餐飲發(fā)展的機(jī)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(diǎn)切入，解析品牌競(jìng)爭(zhēng)差異化 ······················································ 6 1.1.4 微信支付，打造線上餐飲的標(biāo)配 ····················································· 8 1.2 運(yùn)營(yíng)模式：餐飲行業(yè)的經(jīng)營(yíng)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(yíng)，提升個(gè)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(zhǔn)最具優(yōu)勢(shì)的餐飲旺鋪 ·············································· 18 1.3.2 經(jīng)驗(yàn)借鑒，解密餐飲企業(yè)的選址技巧 ·············································· 22 1.3.3 租賃要點(diǎn)，提煉省錢省心的租借干貨 ·············································· 26 1.3.4 注冊(cè)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(jì)：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(hào) ····························································· 36 2.1.1 Logo 設(shè)計(jì)，推送餐飲品牌的廣告 ··················································· 36 2.1.2 宣傳口號(hào)，打開客戶心門的鑰匙 ···················································· 39 2.1.3 色彩設(shè)計(jì)，凸顯餐飲品牌的符號(hào) ···················································· 42 2.1.4 字體設(shè)計(jì)，增強(qiáng)品牌辨識(shí)度的圖注 ················································· 44 2.1.5 包裝設(shè)計(jì)，提升品牌認(rèn)知度的標(biāo)識(shí) ················································· 46 2.2 餐飲店鋪：輕松打造五星好評(píng)店鋪 ·························································· 47 2.2.1 店鋪首頁(yè)，明確商家運(yùn)營(yíng)思路 ······················································· 48 2.2.2 店鋪風(fēng)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(jué)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(jì)完美視覺(jué)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(dòng)文案，善用一句話表達(dá)核心內(nèi)容 ·············································· 63 2.4.3 新品文案，抓對(duì)商品賣點(diǎn)與打造賣點(diǎn) ·············································· 67 第3 章 爆品打造：需求、痛點(diǎn)與創(chuàng)新結(jié)合 ·························································· 69 3.1 制造爆品：找準(zhǔn)餐飲客戶群體 ································································ 70 3.1.1 目標(biāo)定位，找準(zhǔn)你的服務(wù)對(duì)象 ······················································· 70 3.1.2 需求定位，打造多重產(chǎn)品賣點(diǎn) ······················································· 74 3.1.3 痛點(diǎn)定位，“粉絲”轉(zhuǎn)化的第一要素 ·············································· 76 3.1.4 高性價(jià)比，奠定無(wú)可替代的地位 ···················································· 77 3.1.5 餐飲名號(hào)，打造專屬的個(gè)性品牌 ···················································· 79 3.1.6 產(chǎn)品優(yōu)勢(shì)，提供滿意的消費(fèi)體驗(yàn) ···················································· 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(yàn)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(yíng)銷創(chuàng)新，實(shí)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(jī) ···················································· 91 3.3 成就爆品：極致體驗(yàn)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(yàn) ················································· 93 3.3.2 質(zhì)量保證，實(shí)現(xiàn)餐飲產(chǎn)品高質(zhì)服務(wù) ················································· 94 第4 章 用戶體驗(yàn)：融入情感，建立第一印象 ························································ 97 4.1 體驗(yàn)分析：用戶主觀感受最重要 ····························································· 98 4.1.1 問(wèn)題剖析，打造最佳用戶體驗(yàn)的要素 ·············································· 98 4.1.2 提分要點(diǎn)，用戶體驗(yàn)的八大提分技巧 ············································ 101 4.1.3 基本類型，用戶體驗(yàn)的三種類型介紹 ············································ 102 4.1.4 變化趨勢(shì)，用戶體驗(yàn)的四大趨勢(shì)分析 ············································ 104 4.2 線上體驗(yàn)：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(yàn) ············································ 107 4.2.2 產(chǎn)品分類，為用戶提供便利選擇體驗(yàn) ············································ 109 4.2.3 預(yù)訂支付，為用戶提供快捷服務(wù)體驗(yàn) ············································· 111 4.2.4 “親”式用語(yǔ)，為用戶消除不適體驗(yàn) ············································ 113 4.3 線下體驗(yàn)：打造優(yōu)質(zhì)的服務(wù)環(huán)境 ··························································· 115 4.3.1 真誠(chéng)服務(wù)，輕松打造十萬(wàn)好評(píng) ····················································· 115 4.3.2 舒適環(huán)境，完美實(shí)現(xiàn)“粉絲”積累 ··············································· 116 4.3.3 優(yōu)質(zhì)體驗(yàn)，打造餐飲店鋪口碑 ····················································· 117 4.4 餐飲售后：迎來(lái)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(dòng)溝通，建立良好的客戶關(guān)系 ·················································· 121 4.4.3 傾聽意見(jiàn)，實(shí)現(xiàn)管理優(yōu)化的途徑 ·················································· 123 4.4.4 附贈(zèng)驚喜，成就雙贏局面的技巧 ·················································· 125 4.4.5 引導(dǎo)好評(píng)，推動(dòng)流量轉(zhuǎn)化的手段 ·················································· 126 4.4.6 禮貌道別，打造細(xì)節(jié)制勝的服務(wù) ·················································· 130 第5 章 口碑運(yùn)營(yíng)：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(píng) ······························································· 134 5.1.1 觀念樹立，消費(fèi)與口碑相輔相成 ··················································· 134 5.1.2 定位準(zhǔn)確，好口碑始于精準(zhǔn)定位 ··················································· 136 5.1.3 用戶體驗(yàn)，口碑打造的重點(diǎn)難點(diǎn) ··················································· 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(yùn)營(yíng)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(dòng)推銷的動(dòng)力源 ············································· 151 5.2.3 價(jià)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(dòng)力 ············································· 154 5.2.5 廣告推送，增強(qiáng)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(tái)營(yíng)銷：外賣團(tuán)購(gòu)提升消費(fèi)力度 ························································· 165 6.1 平臺(tái)入駐：外賣平臺(tái)的注冊(cè)與產(chǎn)品發(fā)布 ··················································· 166 6.1.1 平臺(tái)入駐，介紹團(tuán)購(gòu)平臺(tái)的入駐流程 ············································· 166 6.1.2 后臺(tái)登錄，明確美團(tuán)后臺(tái)的登錄步驟 ············································· 168 6.1.3 后臺(tái)管理，了解餐飲產(chǎn)品的上傳操作 ············································· 169 6.1.4 平臺(tái)運(yùn)用，明確訂單與財(cái)務(wù)的管理方法 ·········································· 171 6.2 外賣平臺(tái)：兩種方式分別入駐美團(tuán)外賣 ··················································· 174 6.2.1 PC 端注冊(cè)，線下商戶入駐美團(tuán)外賣 ·············································· 174 6.2.2 移動(dòng)端注冊(cè)，一部手機(jī)即可入駐美團(tuán) ············································· 179 6.3 餐飲平臺(tái)：常見(jiàn)的外賣團(tuán)購(gòu)定制平臺(tái) ······················································ 183 6.3.1 美團(tuán)團(tuán)購(gòu)：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(tuán)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(tái) ············································· 188 6.3.5 大眾點(diǎn)評(píng)：借用評(píng)論發(fā)力營(yíng)銷 ······················································ 190 6.3.6 愛(ài)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(ài)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(dòng)營(yíng)銷：優(yōu)惠造勢(shì)增強(qiáng)餐廳人氣 ························································· 201 7.1 節(jié)日活動(dòng)：打造節(jié)日優(yōu)惠福利活動(dòng) ························································ 202 7.1.1 三月活動(dòng)，針對(duì)婦女節(jié)的特別活動(dòng) ··············································· 202 7.1.2 五月活動(dòng)，針對(duì)勞動(dòng)節(jié)的主題活動(dòng) ··············································· 203 7.1.3 六月活動(dòng)，針對(duì)兒童節(jié)的營(yíng)銷活動(dòng) ··············································· 205 7.1.4 八月活動(dòng)，針對(duì)中秋節(jié)的溫馨活動(dòng) ··············································· 206 7.1.5 十月活動(dòng)，針對(duì)國(guó)慶節(jié)的熱門活動(dòng) ··············································· 207 7.1.6 一月活動(dòng)，針對(duì)元旦的新年活動(dòng) ·················································· 209 7.2 促銷活動(dòng)：不同折扣提升餐廳人氣 ························································ 210 7.2.1 定時(shí)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(lái)源 ····················································· 212 7.2.3 限時(shí)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(dòng)：借助明星與公益提升品牌 ····················································· 215 7.3.1 明星效應(yīng)，帶動(dòng)“粉絲”消費(fèi)力 ·················································· 216 7.3.2 熱點(diǎn)推送，提升品牌話題度 ························································ 217 7.3.3 公益活動(dòng)，增強(qiáng)品牌認(rèn)同感 ························································ 218 第8 章 社群營(yíng)銷：打造高黏性的餐飲消費(fèi) ························································· 221 8.1 熟悉概念：餐飲社群營(yíng)銷的作用 ··························································· 222 8.1.1 社群營(yíng)銷，企業(yè)產(chǎn)品營(yíng)銷新形式 ·················································· 222 8.1.2 營(yíng)銷優(yōu)勢(shì)，多元化的社群營(yíng)銷載體 ··············································· 224 8.1.3 營(yíng)銷原理，買賣雙方的價(jià)值反哺 ·················································· 225 8.2 四步營(yíng)銷：餐飲業(yè)如何“智造”顧客 ····················································· 227 8.2.1 第一步：主動(dòng)與用戶進(jìn)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(yíng)銷技巧 ···························································· 235 8.3.1 社群創(chuàng)建，積極維護(hù)社群秩序 ······················································ 236 8.3.2 社群管理，主動(dòng)提升社群熱度 ······················································ 238 8.3.3 社群運(yùn)營(yíng)，定制社群運(yùn)營(yíng)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(yíng)銷：餐飲推廣從朋友圈開始 ························································· 245 9.1 朋友圈營(yíng)銷：主動(dòng)分享式的餐飲營(yíng)銷 ······················································ 246 9.1.1 巧妙曬單，引發(fā)顧客心動(dòng)的手段 ··················································· 246 9.1.2 多曬好評(píng)，巧讓事實(shí)說(shuō)話的方法 ··················································· 247 9.1.3 視覺(jué)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(píng)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(hào)營(yíng)銷：餐飲業(yè)營(yíng)銷的新標(biāo)配 ························································· 255 9.2.1 菜單設(shè)計(jì)，為消費(fèi)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(dòng)引流，通過(guò)線上為線下引流 ··················································· 258 9.3 小程序營(yíng)銷：借助LBS 獲得最佳的營(yíng)銷效果 ············································ 259 9.3.1 定義說(shuō)明，用完即走的應(yīng)用程序 ··················································· 260 9.3.2 營(yíng)銷優(yōu)勢(shì)，快速切入線下消費(fèi)場(chǎng)景 ················································ 262 9.3.3 功能優(yōu)勢(shì)，極速查找附近小程序 ··················································· 264 9.3.4 便利服務(wù)，實(shí)現(xiàn)自助點(diǎn)餐與支付極致 ············································· 265 第10 章 視頻營(yíng)銷：動(dòng)態(tài)畫面最能吸引食欲 ························································ 267 10.1 概念解析，了解視頻營(yíng)銷的作用 ·························································· 268 10.1.1 定義界定，明確什么是視頻營(yíng)銷 ················································· 268 10.1.2 商業(yè)價(jià)值，了解視頻營(yíng)銷的價(jià)值 ················································· 269 10.2 創(chuàng)作視頻：給餐飲營(yíng)銷宣傳加點(diǎn)料 ······················································· 270 10.2.1 計(jì)劃準(zhǔn)備，一份完善的視頻營(yíng)銷計(jì)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(chǎng)特效美感暴擊 ·············································· 276 10.2.6 質(zhì)感升級(jí)，字幕背景音樂(lè)技能疊加 ·············································· 278 10.3 上傳分享：效果堪比100 個(gè)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(zhǔn)的推廣渠道 ················································· 282 10.3.3 公眾號(hào)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(tái) ·············································· 286 10.3.5 論壇貼吧分享，高熱度的互動(dòng)平臺(tái) ·············································· 289 第11 章 H5 營(yíng)銷：餐飲互動(dòng)引領(lǐng)消費(fèi)熱潮 ························································· 291 11.1 H5 營(yíng)銷：了解H5 營(yíng)銷基本概念 ························································· 292 11.1.1 H5 營(yíng)銷，融入多種媒介的營(yíng)銷模式 ············································ 292 11.1.2 H5 場(chǎng)景，利于餐飲營(yíng)銷的優(yōu)勢(shì)分析 ············································ 293 11.1.3 H5 運(yùn)用，打造營(yíng)銷活動(dòng)的干貨分享 ············································ 294 11.2 制作平臺(tái)：餐飲微場(chǎng)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(chǎng)景一鍵生成，自由DIY ··································· 298 11.2.3 易企秀：極簡(jiǎn)制作流程，奢華呈現(xiàn)形式 ········································ 300 11.3 營(yíng)銷形式：引爆熱度提升顧客黏性 ······················································· 301 11.3.1 菜品投票，增進(jìn)互動(dòng)的吸粉利器 ················································· 302 11.3.2 轉(zhuǎn)盤抽獎(jiǎng)，福利放送的引流妙招 ················································· 303 11.3.3 搖一搖，高參與度的抽獎(jiǎng)活動(dòng) ···················································· 304 11.3.4 砸金蛋，烘托氛圍的分享獎(jiǎng)勵(lì) ···················································· 305 11.3.5 問(wèn)卷調(diào)查，洞悉用戶需求的有效手段 ··········································· 306 11.4 營(yíng)銷渠道：多渠道全方面?zhèn)鬟_(dá)餐飲信息 ················································· 308 11.4.1 朋友圈，蘊(yùn)含無(wú)限商機(jī)的社交平臺(tái) ·············································· 308 11.4.2 公眾號(hào)，帶來(lái)精準(zhǔn)流量的推廣平臺(tái) ·············································· 309 11.4.3 微信群，挖掘潛在顧客的公共平臺(tái) ·············································· 310 11.4.4 自媒體，創(chuàng)造億萬(wàn)點(diǎn)擊的傳播平臺(tái) ·············································· 311 第12 章 行業(yè)案例：知名品牌的運(yùn)營(yíng)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(tuán)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(yàn) ··························································· 320 12.5 正新雞排——用心推出各種活動(dòng) ··························································· 323