《從零開始做新餐飲》是2018年電子工業出版社出版的圖書，作者是美團外賣袋鼠學院團隊。
基本介紹
- 中文名：從零開始做新餐飲
- 作者：美團外賣袋鼠學院團隊
- 出版時間：2018年6月1日
- 出版社：電子工業出版社
- 頁數：348 頁
- ISBN：9787121342912
- 類別：市場行銷
- 定價：68 元
- 開本：16 開
目錄,內容簡介,
目錄
第1 章 快速入門：網際網路下的餐飲新思維 ···························································· 1
1.1 現狀解讀：餐飲市場的發展分析 ······························································ 2
1.1.1 四大趨勢，抓住餐飲發展的機遇 ····················································· 2
1.1.2 三大定位，找到品牌轉型的方向 ····················································· 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：餐飲行業的經營之道 ······························································ 9
1.2.1 信息整合，建立全方位餐飲信息網 ················································· 10
1.2.2 模式最佳化，打造高品質商家服務鏈 ················································· 14
1.2.3 配送服務，成就高人氣網紅店推手 ················································· 15
1.2.4 自主經營，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，找準最具優勢的餐飲旺鋪 ·············································· 18
1.3.2 經驗借鑑，解密餐飲企業的選址技巧 ·············································· 22
1.3.3 租賃要點，提煉省錢省心的租借乾貨 ·············································· 26
1.3.4 註冊流程，新開店鋪必不可少的環節 ·············································· 28
1.3.5 店名定製，打造特色的餐飲品牌 ···················································· 30
1.3.6 取名技巧，凸顯產品特色的店名 ···················································· 33
第2 章 設計：吸引用戶眼球增加轉化 ································································ 35
2.1 餐飲品牌：占領用戶心智的符號 ····························································· 36
2.1.1 Logo 設計，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 色彩設計，凸顯餐飲品牌的符號 ···················································· 42
2.1.4 字型設計，增強品牌辨識度的圖注 ················································· 44
2.1.5 包裝設計，提升品牌認知度的標識 ················································· 46
2.2 餐飲店鋪：輕鬆打造五星好評店鋪 ·························································· 47
2.2.1 店鋪首頁，明確商家運營思路 ······················································· 48
2.2.2 店鋪風格，滿足用戶內在需求 ······················································· 50
2.2.3 商鋪分類，梳理店鋪多條產品線 ···················································· 51
2.2.4 商品圖片，呈現最佳視覺效果 ······················································· 55
2.3 餐飲產品：決定成交的關鍵所在 ····························································· 57
2.3.1 餐飲描述，刺激顧客味蕾的重要手段 ·············································· 57
2.3.2 後期修圖，凸顯商品色香的主要技巧 ·············································· 59
2.4 餐飲文案：設計完美視覺化文案 ····························································· 61
2.4.1 促銷文案，有衝擊力更體現出緊迫感 ·············································· 61
2.4.2 活動文案，善用一句話表達核心內容 ·············································· 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、痛點與創新結合 ·························································· 69
3.1 製造爆品：找準餐飲客戶群體 ································································ 70
3.1.1 目標定位，找準你的服務對象 ······················································· 70
3.1.2 需求定位，打造多重產品賣點 ······················································· 74
3.1.3 痛點定位，“冬粉”轉化的第一要素 ·············································· 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 產品優勢，提供滿意的消費體驗 ···················································· 82
3.2 創新爆品：打破常規的餐飲產品 ····························································· 84
3.2.1 經驗吸取，從失敗中獲取新創意 ···················································· 85
3.2.2 餐飲創新，始於管理者解放想像 ···················································· 86
3.2.3 顛覆傳統，打破餐飲行業舊思維 ···················································· 88
3.2.4 行銷創新，實現餐飲行業新局面 ···················································· 89
3.2.5 技術創新，創造餐飲發展新契機 ···················································· 91
3.3 成就爆品：極致體驗與餐飲質量 ····························································· 93
3.3.1 爆品推送，打造優質產品極致體驗 ················································· 93
3.3.2 質量保證，實現餐飲產品高質服務 ················································· 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，為用戶提供優質溝通體驗 ············································ 107
4.2.2 產品分類，為用戶提供便利選擇體驗 ············································ 109
4.2.3 預訂支付，為用戶提供快捷服務體驗 ············································· 111
4.2.4 “親”式用語，為用戶消除不適體驗 ············································ 113
4.3 線下體驗：打造優質的服務環境 ··························································· 115
4.3.1 真誠服務，輕鬆打造十萬好評 ····················································· 115
4.3.2 舒適環境，完美實現“冬粉”積累 ··············································· 116
4.3.3 優質體驗，打造餐飲店鋪口碑 ····················································· 117
4.4 餐飲售後：迎來口碑的持續暴漲 ··························································· 119
4.4.1 端正態度，提升客戶好感的訣竅 ·················································· 119
4.4.2 主動溝通，建立良好的客戶關係 ·················································· 121
4.4.3 傾聽意見，實現管理最佳化的途徑 ·················································· 123
4.4.4 附贈驚喜，成就雙贏局面的技巧 ·················································· 125
4.4.5 引導好評，推動流量轉化的手段 ·················································· 126
4.4.6 禮貌道別，打造細節制勝的服務 ·················································· 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：輕鬆獲取用戶好評 ······························································· 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，好口碑始於精準定位 ··················································· 136
5.1.3 用戶體驗，口碑打造的重點難點 ··················································· 139
5.1.4 服務主導，好服務可造就好口碑 ··················································· 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，讓顧客感受持續的新鮮感 ············································· 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 網路口碑，提升餐飲品牌的線上銷量 ············································· 160
第6 章 平台行銷：外賣團購提升消費力度 ························································· 165
6.1 平台入駐：外賣平台的註冊與產品發布 ··················································· 166
6.1.1 平台入駐，介紹團購平台的入駐流程 ············································· 166
6.1.2 後台登錄，明確美團後台的登錄步驟 ············································· 168
6.1.3 後台管理，了解餐飲產品的上傳操作 ············································· 169
6.1.4 平台運用，明確訂單與財務的管理方法 ·········································· 171
6.2 外賣平台：兩種方式分別入駐美團外賣 ··················································· 174
6.2.1 PC 端註冊，線下商戶入駐美團外賣 ·············································· 174
6.2.2 移動端註冊，一部手機即可入駐美團 ············································· 179
6.3 餐飲平台：常見的外賣團購定製平台 ······················································ 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“智慧型”餐飲服務 ················································ 185
6.3.3 美團外賣：致力提供高質量安全食品 ············································· 187
6.3.4 其他外賣：主打訂餐的其他外賣平台 ············································· 188
6.3.5 大眾點評：借用評論發力行銷 ······················································ 190
6.3.6 愛鮮蜂：專注於社區最後一公里配送 ············································· 193
6.3.7 好廚師：多類別優質上門服務 ····················································· 194
6.3.8 愛大廚：多渠道定製上門服務 ····················································· 196
6.3.9 上你家：懶人餐飲的上門服務 ····················································· 197
第7 章 活動行銷：優惠造勢增強餐廳人氣 ························································· 201
7.1 節日活動：打造節日優惠福利活動 ························································ 202
7.1.1 三月活動，針對婦女節的特別活動 ··············································· 202
7.1.2 五月活動，針對勞動節的主題活動 ··············································· 203
7.1.3 六月活動，針對兒童節的行銷活動 ··············································· 205
7.1.4 八月活動，針對中秋節的溫馨活動 ··············································· 206
7.1.5 十月活動，針對國慶節的熱門活動 ··············································· 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，引導顧客持續關注 ····················································· 210
7.2.2 折扣促銷，穩定品牌顧客來源 ····················································· 212
7.2.3 限時優惠，打造人氣餐飲菜品 ····················································· 213
7.2.4 關聯銷售，提升菜品促銷力度 ····················································· 214
7.3 創意活動：藉助明星與公益提升品牌 ····················································· 215
7.3.1 明星效應，帶動“冬粉”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 社群行銷：打造高黏性的餐飲消費 ························································· 221
8.1 熟悉概念：餐飲社群行銷的作用 ··························································· 222
8.1.1 社群行銷，企業產品行銷新形式 ·················································· 222
8.1.2 行銷優勢，多元化的社群行銷載體 ··············································· 224
8.1.3 行銷原理，買賣雙方的價值反哺 ·················································· 225
8.2 四步行銷：餐飲業如何“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：製造用戶喜歡的內容 ····················································· 229
8.2.3 第三步：培養餐廳的鐵桿“冬粉” ··············································· 230
8.2.4 第四步：注重質量產生好口碑 ····················································· 233
8.3 提升人氣：餐飲社群的行銷技巧 ···························································· 235
8.3.1 社群創建，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，定製社群運營模式 ······················································ 239
8.3.4 品牌塑造，增加餐飲產品人氣 ······················································ 241
8.3.5 紅包發放，活躍餐飲社群氣氛 ······················································ 242
第9 章 微信行銷：餐飲推廣從朋友圈開始 ························································· 245
9.1 朋友圈行銷：主動分享式的餐飲行銷 ······················································ 246
9.1.1 巧妙曬單，引發顧客心動的手段 ··················································· 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，傳遞餐飲內容的渠道 ··················································· 252
9.1.6 好友分享，受到利益驅使的行為 ··················································· 253
9.2 公眾號行銷：餐飲業行銷的新標配 ························································· 255
9.2.1 選單設計，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 小程式行銷：藉助LBS 獲得最佳的行銷效果 ············································ 259
9.3.1 定義說明，用完即走的應用程式 ··················································· 260
9.3.2 行銷優勢，快速切入線下消費場景 ················································ 262
9.3.3 功能優勢，極速查找附近小程式 ··················································· 264
9.3.4 便利服務，實現自助點餐與支付極致 ············································· 265
第10 章 視頻行銷：動態畫面最能吸引食慾 ························································ 267
10.1 概念解析，了解視頻行銷的作用 ·························································· 268
10.1.1 定義界定，明確什麼是視頻行銷 ················································· 268
10.1.2 商業價值，了解視頻行銷的價值 ················································· 269
10.2 創作視頻：給餐飲行銷宣傳加點料 ······················································· 270
10.2.1 計畫準備，一份完善的視頻行銷計畫 ··········································· 270
10.2.2 設備齊全，軟硬體裝備缺一不可 ················································· 271
10.2.3 方式就位，高端餐飲視頻輕鬆拍攝 ·············································· 273
10.2.4 技巧集結，視頻剪輯調色一步到位 ·············································· 274
10.2.5 特效處理，濾鏡轉場特效美感暴擊 ·············································· 276
10.2.6 質感升級，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，資源共享的推送平台 ·············································· 286
10.3.5 論壇貼吧分享，高熱度的互動平台 ·············································· 289
第11 章 H5 行銷：餐飲互動引領消費熱潮 ························································· 291
11.1 H5 行銷：了解H5 行銷基本概念 ························································· 292
11.1.1 H5 行銷，融入多種媒介的行銷模式 ············································ 292
11.1.2 H5 場景，利於餐飲行銷的優勢分析 ············································ 293
11.1.3 H5 運用，打造行銷活動的乾貨分享 ············································ 294
11.2 製作平台：餐飲微場景製作利器 ·························································· 296
11.2.1 百度H5：絕佳創意，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：極簡製作流程，奢華呈現形式 ········································ 300
11.3 行銷形式：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 問卷調查，洞悉用戶需求的有效手段 ··········································· 306
11.4 行銷渠道：多渠道全方面傳達餐飲信息 ················································· 308
11.4.1 朋友圈，蘊含無限商機的社交平台 ·············································· 308
11.4.2 公眾號，帶來精準流量的推廣平台 ·············································· 309
11.4.3 微信群，挖掘潛在顧客的公共平台 ·············································· 310
11.4.4 自媒體，創造億萬點擊的傳播平台 ·············································· 311
第12 章 行業案例：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 西貝莜麵村——美團外賣第一正餐品牌 ·················································· 315
12.3 胖哥倆——用心烹調、全心服務 ··························································· 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
內容簡介
本書專注於“網際網路+”時代下的新餐飲運營，以爆品打造、用戶體驗、口碑運營、移動行銷為主線，讓讀者可以花1本書的錢得到4本書的價值。
全書通過11章專題內容、110個經典案例、140多個知識點、340多張高清圖片、212個邏輯圖解，將新餐飲運營的基礎知識與實用技巧全部囊括，再加上“知識解析+技巧講解+案例分享”的寫作框架，將新餐飲運營理論知識的重點難點與實用案例完美融合，幫助讀者更好地理解新餐飲運營的知識點，從而降低新餐飲運營的學習難度。
本書適合初入餐飲行業的創業新手、餐飲店鋪的經營管理者、處於餐飲低潮期的餐飲工作者等人參考閱讀。
