1、中文3500字，2000单词，1万英文字符 毕业设计 /论文 外 文 文 献 翻 译 院 系 经济管理学院 专 业 班 级 市场营销 1102 班
2、 姓 名 原 文 出 处 阿伦艾伦 .餐厅营销 评 分
3、; 指 导 教 师
4、 20 年 月 日 外文资料翻译 原文 Restaurant Marketing Restaurant marketing is both an art and a science that is shrouded in mystery for far too many restaurant owners. Unfortunately, many advertising sales people dont wa
5、nt you to know whats really working. They want you to think that the television spots is your competitor who you are running with as well as the answer to all of your sales-building challenges. Not so. This brief report seeks to outline some of the restaurant marketing techniques and principles that
6、 are working in successful restaurants around the country. Lets get started with some of the most frequently asked questions restaurant owners ask when seeking a better way to market their restaurants: What are the keys to great restaurant marketing There are several components of successful r
7、estaurant marketing. This isnt an all inclusive list, but some top strategic marketing issues include: BRANDING: There has been lots of hype over the last few years about branding. Were all being told we need to do more branding and a better job branding, but no one has really stopped to explain wha
8、t a brand is and how you build it. A brand is a promise. Its what customers, employees (Internal Customers), vendors, the media and all other key constituents come to expect in dealing with your restaurant. Brand-building is closing the gap between what you promise and what you deliver. A strong bra
9、nd is one that has alignment between the promise and execution. Its not something that happens when you advertise, and its not the fact that people recognize your logo or recall your advertising. POSITIONING: Positioning is an under leveraged restaurant marketing component. Positioning is the
10、place you hold in the customers or prospects mind related to the competition (the cheaper choice, the higher quality choice, et cetera). Effective positioning involves incorporation of your Unique Selling Proposition (U.S.P.). The USP is one thing that only you can claim. Its a crucial point of diff
11、erentiation that the competition either cannot or does not claim. An example is Burger King versus McDonalds. If Burger King can convince you that a flame-broiled burger tastes better than a fried burger, theyve won the war because McDonalds will never go into all 14,000 stores and rip out fryers to
12、 install char-grilling pits. DUE DILIGENCE: Restaurant marketing doesnt happen in a vacuum. Effective restaurant marketing must be built on a foundation of a fact and knowledge about the market, your competition, your customers, your Internal Customers, financial history, marketing history, the indu
13、stry, and outside forces that will impact your business. There is a lot to worry about, but restaurant marketing has to factor these considerations into the overall strategy. Not even Coca-Cola can afford to market to everyone all the time, so effective market research and due diligence can help you
14、 be more effective in your restaurant marketing efforts. MENU MIX: Every six to twelve months, you are supposed to conduct an analysis of your menu. This will include profitability analysis and competitive menu analysis. To keep your menu fresh, relevant, and profitable, you are required to know specifically how each item on your menu is performing and also how it stacks up next to your top competition. Think of each item on your menu as a tenant leasing space and it has to earn its right to the space youve granted it.
