內容簡介

傳統餐飲，移動餐飲，如何融合、轉型和脫變？餐飲專家，實踐結合，與你分享餐飲O2O變革經驗創新、思維、平臺、融合，一書在手，輕鬆掌握互聯網餐飲運作模式！線上、線下、分析、營銷，多種方式，輕鬆實現互聯網餐飲的轉型發展！

11大餐飲營銷專題內容，從餐飲開店、店鋪設計、打造爆品、用戶體驗、口碑運營、平臺營銷、活動營銷、社群營銷、微信營銷、視頻營銷、H5營銷等角度，幫助大家從新手成為餐飲業營銷高手。150多個純高手乾貨技巧，打造互聯網餐飲營銷一體化方案，助力傳統企業、電商快速引流以及帶來餐飲銷量的增長，一本書輕鬆玩轉！

全書內容包含：快速入門：互聯網下的餐飲新思維；視覺設計：佔領用戶眼球增加轉化；爆品打造：需求、痛點與創新結合；用戶體驗：融入情感建立第一印象；口碑運營：口口相傳客人源源不斷；平臺營銷：外賣團購提升消費力度；活動營銷：優惠造勢增強餐廳人氣；社群營銷：打造高黏性的餐飲消費；微信營銷：餐飲推廣從朋友圈開始；視頻營銷：動態畫面最能吸引食慾；H5營銷：餐飲互動引領消費熱潮等，系統化地介紹餐飲營銷與運營的方方面面。

本書語言精練、結構嚴謹、圖文並茂，尤其是對餐飲開店選址、店鋪設計、爆品打造、用戶體驗、口碑運營、移動營銷等方面的縱深闡述，十分全面，適合中小餐廳老闆、大眾化餐廳的經營者和管理者、準備向餐飲行業轉型的商家和企業、對餐飲業感興趣並準備投資的創業人士閱讀。

作者介紹

美團外賣
美團外賣於2013年11月上線，以消費者的需求為基礎，在保證餐飲外賣優勢的基礎上，積極進行品類擴張，上線了商超、水果、鮮花蛋糕和甜點飲品等更多品類的外賣配送服務。

袋鼠學院
袋鼠學院是美團外賣旗下的官方教育培訓機構，致力於為中國外賣餐飲人打造開放、共用、專業的培訓交流平臺。本著“讓外面運營更簡單”的培訓理念，以知識的力量推動餐飲外賣企業持續健康發展，從而為消費者提供更高品質的產品和服務，幫消費者“Eat Better, Live Better”。

第1 章快速入門：互聯網下的餐飲新思維 ···························································· 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 資訊整合，建立全方位餐飲資訊網 ················································· 10
1.2.2 模式優化，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，找准最具優勢的餐飲旺鋪 ·············································· 18
1.3.2 經驗借鑒，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 店名定制，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：佔領使用者心智的符號 ····························································· 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 字體設計，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：找准餐飲客戶群體 ································································ 70
3.1.1 目標定位，找准你的服務物件 ······················································· 70
3.1.2 需求定位，打造多重產品賣點 ······················································· 74
3.1.3 痛點定位，“粉絲”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，始于管理者解放想像 ···················································· 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：極致體驗與餐飲品質 ····························································· 93
3.3.1 爆品推送，打造優質產品極致體驗 ················································· 93
3.3.2 品質保證，實現餐飲產品高質服務
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