臺灣博碩士論文加值系統

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

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Guy Kawasaki and Peg Fitzpatrick, The Art of Social Media: Power Tips for Power Users, 2014, Portfolio/Penguin
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Signe Rousseau, Food and Social Media: You Are What You Tweet, 2012 Altamaria press
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