外文原文
WeChat Marketing of Catering Industry from
Consumersrsquo; Perspective
—Taking “HaiDiLao” and “Little Sheep” as Examples
With the development of science and technology, more and more social softwares emerge. In this context, new marketing ways also emerge in an endless stream. WeChat marketing is a new marketing mode following the micro-blog which also relies on social network, and it has been widely applied to all trades and professions. Being Chinese traditional enterprises, the catering industry is also facing with increasing competition. Thus, considered as an important means to cope with the international competition, WeChat marketing is essential for the catering industry marketing. On one hand, catering enterprises demonstrate delicacies. On the other hand, they listen to the voice of, and try to meet the demand of consumers by WeChat, and then take action timely according to the changes of the market, by adjusting enterprise marketing modes and launching new products. This paper takes HaiDiLao and Little Sheep, two well-known catering enterprises in China, as empirical examples, and briefly analyzes their WeChat marketing of how to operate in the catering industry from the consumerrsquo;s point of view. Meanwhile, by comparing and analyzing the WeChat marketing of HaiDiLao and Little Sheep, the advantages and disadvantages of each enterprise were summarized respectively. Consequently, recommendations for their development and improvement were put forth.
Keywords:WeChat Marketing, Catering Enterprises, HaiDiLao, Little Sheep
1. Introduction
Catering industry is a traditional and enduring platinum industry in China, as well as in the world. But in an era of intense competition, a lot of catering enterprises in the market are just a flash in the pan. One of the failure reasons is the inappropriate operation and management, while whether the marketing work in place is another important factor that should not be ignored. In the rapid upgrading society, marketing mode is constantly changing. Enterprises, which want to adapt to the society, must keep up with the trend of time. Therefore, using new marketing mode is an important means for catering enterprises to improve their competitiveness.
2. Overview of WeChat Marketing
2.1. The Definition of WeChat Marketing
WeChat is a multimedia information communication software launched by Tencent company with the core function being the free mobile application in January 2011. It has been developing fastly since then. Up to November 2015, the number of registered users had reached 900 million, which leads to WeChat being the largest user base of mobile instant messaging software in Asia. WeChat is a kind of communication software that available in various communication operators and operating system platforms. It can send voice messages, videos, images and texts quickly, and it allows multiple people to communicate with each other at the same time.China, as the country that leads to the invention of WeChat, owns the most users, and it has a bright prospect of market. The booming market of WeChat also produces a new marketing mode—WeChat marketing.WeChat marketing, a way of network marketing accompanied by WeChat, is an innovated mode of enterprise marketing in the network economy era. We use WeChat to promote our products and conduct lots of marketing activities. There is no distance limit for WeChat, so that any user that has registered in WeChat can form a connection with any other registered “friend”. Users subscribe to the information they need, while businesses provide with certain information to meet the needs and promote their products. Hence, WeChat marketing is defined as a modern marketing mode that promotes enterprise products and brands to users via WeChat platform.
2.2. The Advantages and Disadvantages of WeChat Marketing
WeChat marketing has the following advantages:
1) The one-to-one interactive way of WeChat can accurately and timely deliver information, which helps to form friendship easily. Based on such advantage and with the aid of WeChat platform to carry out customer service marketing, WeChat marketing has become another emerging marketing channel after micro-blog.
2) The depth of spreading and interaction of WeChat is greater than micro-blog, though being a natural characteristic of having an alarming breadth and rate of spreading, micro-blog is more suitable for brand communication.
3) “Qr code” scanning. WeChat has targeted users, which means that WeChat marketing owns the regional marketing function that other network marketing models do not have.However, WeChat marketing also has some disadvantages. For example, due to the strong relation network,once WeChat forcibly pushes various kinds of advertising information, in despite of usersrsquo; experience, that isnrsquo;t attractive to users, it may arouse usersrsquo; antipathy. On the purpose of using WeChat rationally and efficiently, a vital way is to let the merchants and customers return to the most sincere communication, which is regarded as the true meaning of WeChat marketing.
2.3. The Pattern of WeChat Marketing
The modes of WeChat marketing should be firstly recognized in order to understand how enterprises use WeChat marketing.
2.3.1. Mode 1: Location Signature—Grassroots Type Advertisement, Attracting the Users Around
WeChat users can change their signature line at any time, which is convenient for enterprises to own a free mobile advertising. WeChat users near the e
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译文
中国餐饮业微信营销消费者的视角
——以“海底捞”和“小肥羊”为例
随着科学技术的发展，越来越多的社会软件应运而生。在这种背景下，新的营销方式也层出不穷。微信营销是继微博之后的一种新的营销模式，也依赖于社交网络，并已广泛应用于各行各业。作为中国传统企业，餐饮业也面临着日益激烈的竞争。因此，微信营销被认为是应对国际竞争的重要手段，对于餐饮业的营销至关重要。一方面，餐饮企业展示了美味佳肴。另一方面，他们听取微信的声音，试图通过微信满足消费者的需求，然后根据市场的变化及时采取行动，调整企业营销模式，推出新产品。本文以中国两家知名餐饮企业海底捞和小肥羊为实证实例，从消费者的角度简要分析了他们在餐饮业如何经营的微信营销。同时，通过对海底捞与小肥羊微信营销的比较分析，分别总结了各企业的优缺点。因此，提出了关于其发展和改进的建议。
关键字：微信营销，餐饮企业，海底捞，小肥羊
1.简介
餐饮业是中国乃至世界传统和持久的铂金行业。但在竞争激烈的时代，市场上的很多餐饮企业只是昙花一现。其中一个失败的原因是运营和管理不当，而营销工作是否是另一个不容忽视的重要因素。在快速升级的社会中，营销模式在不断变化。想要适应社会的企业必须跟上时代的潮流。因此，采用新的营销模式是餐饮企业提高竞争力的重要手段。
2.微信营销概述
2.1.微信营销的定义
微信是腾讯公司推出的多媒体信息通信软件，其核心功能是2011年1月的免费移动应用程序。从那时起，它一直在快速发展。截至2015年11月，注册用户数已达9亿，这导致微信成为亚洲最大的移动实时通讯软件用户群。微信是一种可在各种通信运营商和操作系统平台上使用的通信软件。它可以快速发送语音消息，视频，图像和文本，并允许多个人同时进行通信。中国作为导致微信发明的国家，拥有最多的用户，它有一个市场前景广阔。微信的蓬勃发展市场也产生了一种新的营销模式——微信营销。微信营销是一种伴随着微信的网络营销方式，是网络经济时代企业营销的一种创新模式。我们使用微信来推广我们的产品并开展大量的营销活动。微信没有距离限制，因此任何在微信中注册的用户都可以与任何其他注册的“朋友”建立联系。用户订阅他们需要的信息，而企业提供某些信息以满足需求并推广他们的产品。因此，微信营销被定义为一种现代营销模式，通过微信平台向用户推广企业产品和品牌。
2.2.微信营销的利弊
微信营销具有以下优势：
1）微信的一对一互动方式可以准确，及时地传递信息，有助于轻松形成友谊。基于这样的优势，借助微信平台开展客户服务行销，微信营销已经成为微博后的另一个新兴营销渠道。
2）微信的传播深度和互动性大于微博，虽然具有惊人的广度和传播速度的自然特征，但微博更适合于品牌传播。
3）“Qr代码”扫描。微信已针对用户，这意味着微信营销拥有其他网络营销模式所没有的区域营销功能。但是，微信营销也存在一些弊端。例如，由于强大的关系网络，一旦微信强行推送各种广告信息，尽管有用户体验，但对用户没有吸引力，可能会引起用户的反感。为了合理有效地使用微信，一个重要的方法是让商家和客户回归最真诚的沟通，这被视为微信营销的真正含义。
2.3.微信营销模式
首先要认识微信营销的模式，以了解企业如何使用微信营销。
2.3.1.模式1：位置签名——基层类型广告，吸引用户
微信用户可以随时更改签名行，方便企业拥有免费的移动广告。企业附近的微信用户可以通过“查看附近”，基于位置的功能插件找到企业的位置。如果微信扩大了附近人的范围并启动了地图显示，LBS标记放在顶部，然后使用时间出价模式，这种模式将成为LBS营销的典范。
2.3.2.模式2：O2O模式
O2O的概念起源于美国，现在它在全世界普遍存在。只要产业链涉及在线和离线，它就可以称为O2O。微信营销的O2O模式主要通过qr代码实现。用户只需要用手机扫描商家的二维码，然后就可以享受商家提供的会员折扣和服务。例如，消费者可以选择餐馆，预订机票，甚至可以通过微信支付账单。
2.3.3.模式3：漂流瓶模式
漂流瓶是与陌生人简单互动的一种形式。通过“扔瓶子”，用户可以将语音或文本发布到海中，以便其他用户可以拾取。通过“拿起一瓶”，用户将从他人那里获取信息。这种模式是一种品牌活动，有利于提高品牌知名度。
2.3.4.模式4：F2F模式
F2F即面对面营销，通过与目标受众面对面交流来了解客户的需求，然后为客户提供个性化的营销服务。F2F营销专注于一对一的沟通。微信的开始正是源于熟人之间的一对一沟通工具。微信公众成员的出现建立在微信之上，可以给人一种信任环境，使得微信平台拥有广阔的发展前景。跟随微信公众账号关注企业平台的用户表现出对企业品牌或产品的兴趣，这也表明他们是企业的消费者或潜在消费者。企业通过微信公众平台实时向用户发送产品信息，同时企业可以直接控制和管理用户信息，获取用户的想法和需求。
2.3.5.模式5：开放平台 朋友圈模式
微信允许商家在开放平台上逐一添加应用程序和推广产品，扩大产品知名度。在交流方面，朋友圈的共享功能是一种人际交流的方式，其为用户提供分享他们的情感的机会，其中可能存在商家广告信息。这是一种实现口碑营销的社交分享方式。
3.海底捞的微信营销
3.1.介绍
四川海底捞餐饮有限公司是一家以四川火锅为主，并将不同特色火锅融为一体的大跨度食品民营企业。海底捞于1994年在四川省简阳市开设第一家门店，现有60多家直营店，4家大型现代物流基地和1个原料生产基地。该服务的创新特色赢得了“五星级”火锅餐厅在海底捞的声誉。海底捞已成为中国餐饮业的领导者之一。毫无疑问，它的成功经验值得中国其他餐饮企业，甚至一些外国餐馆学习。
3.2.海底捞微信营销的内容
作为最具声誉的国内连锁餐厅，海底捞是早期使用O2O营销的连锁餐厅之一。根据微博和评论网站，海底捞迅速聚集了大量粉丝。加强客户关系管理（CRM）一直是海底捞的追求，特别是在移动互联网时代。新技术层出不穷，如何为运营商选择更好的管理方式是他们需要考虑的问题。海底捞火锅的微信公众账号于2014年1月正式启动，开始通过补贴每位客户和相应的服务员10元来推动线下微信支付，使得粉丝数量大幅增加。海底捞的主要特征之一是排队了很多。因此，如果每张桌子使用微信支付，则可以提高结账速度，从而减少排队时间。此外，它还将降低现金管理的风险。2015年1月至3月，海底捞的微信订单增长至31,491，占网上订单的63％。使用微信支付的订单最多为3446，占线上支付的60％。最令人惊奇的是，海底捞的微信支付额高达所有销售额的17％。让我们特别分析一下微信营销策略。
3.2.1.跟随
目前我们按照海底捞的WeChat平台，我们的手机会弹出一条消息，询问是否允许使用我们的实时
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