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研究生:李凱拉
研究生(外文):RICCIARDI,KARA
論文名稱:食品業中小型企業之數位行銷策略
論文名稱(外文):Digital Marketing Strategies for Small Businesses in the Food Service Industry
指導教授:陳銘芷陳銘芷引用關係
指導教授(外文):CHEN,MING-CHIH
口試委員:吳怡瑾何昶鴛
口試日期:2016-03-22
學位類別:碩士
校院名稱:輔仁大學
系所名稱:國際創業與經營管理學程碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:英文
論文頁數:42
外文關鍵詞:Corporate CateringFood IndustryDigital MarketingMarketing StrategiesSocial MediaCommunity Forums
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This study will explain the importance of a strong web presence in the food industry. It will also provide some strategies for small food service businesses to attract new corporate catering clients using free digital marketing. First, the parameters of this study are discussed. Then, the current use of digital media in the food service industry is illuminated and current strategies are examined. This is done while discussing the use of social media, food blogs and community forums in the food service industry. Later, results of a survey conducted with twenty six (26) participating office managers about their corporate catering practices are examined. Finally, the information is used to build a strategy for creating a stronger digital marketing plan to attract more corporate catering clients. This strategy includes a high quality image for the brand, a strong presence on Facebook and a high quality customer service offline to create a positive presence online.
This study will explain the importance of a strong web presence in the food industry. It will also provide some strategies for small food service businesses to attract new corporate catering clients using free digital marketing. First, the parameters of this study are discussed. Then, the current use of digital media in the food service industry is illuminated and current strategies are examined. This is done while discussing the use of social media, food blogs and community forums in the food service industry. Later, results of a survey conducted with twenty six (26) participating office managers about their corporate catering practices are examined. Finally, the information is used to build a strategy for creating a stronger digital marketing plan to attract more corporate catering clients. This strategy includes a high quality image for the brand, a strong presence on Facebook and a high quality customer service offline to create a positive presence online.
Table of contents
Chapter 1 Introduction --------------------------------------------------------------- 1
1.1 Motivation --------------------------------------------------------------------2
1.2 Definition of Terms--------------------------------------------------------- 3
1.3 Significance of Study--------------------------------------------------------4
1.4 Limitations of Study --------------------------------------------------------5
Chapter II Literature Review: Current Uses of Digital Marketing in the Food Industry-----------------------------------------------------------------------------6
2.1 Current Uses and Strategies of Social Media in the Food Industry----6
2.2 Current Uses and Strategies of Food Blog in the Food Industry -------9
2.3 Current Uses and Strategies of Community Forums in the Food Industry ----------------------------------------------------------------------------10
Chapter III Survey Results -----------------------------------------------------------14
3.1 Survey Demographics ------------------------------------------------------14
3.2 Everyday Media Use of Office Managers ------------------------------16
3.2.1 General Facebook Habits of Office Managers ----------------17
3.2.2 General Yelp Habits of Office Managers ---------------------18
3.3 Other Influential Factors of Catering Selection ----------------------19
3.4 Effects of Media on Caterer Choices ----------------------------------19
3.5 Interviews with Participant ---------------------------------------------21
Chapter VI Strategies For Corporate Caters-------------------------------------25
4.1 Importance of a ‘High Quality’ Company Image ----------------------25
4.2 Utilizing Social Media -----------------------------------------------------27
4.3 Utilizing Community Forum----------------------------------------------29
4.3.1 Utilizing Yelp ----------------------------------------------------30
4.3.2 Utilizing Pinterest -----------------------------------------------31
4.4 Utilizing Blogs -------------------------------------------------------------31
Chapter V Conclusion ----------------------------------------------------------------33
References -------------------------------------------------------------------------------34
Appendix---------------------------------------------------------------------------------36

Abigal M. Needles and Gary M Thompson, Social Media in the Restaurant Industry: A Work in Progress, Cornell Center for Hospitality Research, 2013, Ithica New York, Cornell University
Aileen L Chua and Anindya Ghose, From Rating to Revenue Source: The Impact of Social Medial on the Restaurant Industry, May 2013, New York University, Leonard N Stern School of Business
D.J Heckes, Full Brain Marketing for Small business: Merging Traditional, Digital & Social Media, 2010, Booksurge Publishing
Ganda Suthivarakom, A Brief History of Food Blogs, Posted May 9, 2011, Saveur Magazine
Guy Kawasaki and Peg Fitzpatrick, The Art of Social Media: Power Tips for Power Users, 2014, Portfolio/Penguin
Kang, Juhee, Social media marketing in the hospitality industry: The role of benefits in increasing brand community participation and the impact of participation on consumer trust and commitment toward hotel and restaurant brands, 2011, Graduate Theses and Dissertations, Paper 10447
Mahmood A. Khanm Khan, Social Media’s Influence on Hospitality & Tourism Management, J Bus Hotel Manage 2012, Journal of Business and Hotel Management


Signe Rousseau, Food and Social Media: You Are What You Tweet, 2012 Altamaria press
Lexicon, Defining Digital Marketing, 2016, Financial Times, http://l HYP "http://lexicon.ft.com/Term?term=digital-marketing"xicon.ft.com/Term?term=digital-marketing
Rob Hard, Catering for Event planners, 2016, About Money, http://eventplanning.about.com/od/eventindustrytermsae/g/Catering.htm
Statistica, Leading social networks worldwide as of January 2016, ranked by number of active users (in millions), 2016 http://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/

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