“Heaven and the earth JiuTouDiao hubei guy”. Hubei province with a long history in this place, hundreds of years was born many renowned old name, which shop catering for excellent representative. In a network, the growing popularity of the electronic commerce technology means application is extensive today, e-commerce became the old name of the enterprise survival new opportunity. Although it can’t solve all the problems of old enterprise, but it is certainly not for innovation provides a good choice. From the traditional 4 P classic marketing theory of wuhan catering for the revitalization of old provides some Suggestions, and emphatically from the channel marketing on the one hand, and expounds the application of the electronic commerce to improve the function of the old business.
1 to choose a background and meaning.
1.1 background.
In the mid 1990 s, with the favored emerging local catering enterprises into and the rise of old name in the fierce competition are prevailing. Wuhan old name is how to step to the decline? How to get rid of the old business dilemma? Therefore, the author will be based on the visit and network data analysis, these problems to make a preliminary investigation and research, and sentences according to theoretical knowledge and practical condition, the author puts forward some corresponding advice and Suggestions.
1.2 ‘meaning is not only an industry, it is part of the culture of the precious city. Old name if disappear, many historical memory dies with them.
So the old name in the economic, cultural and social aspects to have the important meaning.
(1) economic significance.
Old name is acceptable quality high, the characteristics of the solid foundation. Because the shop to have some history, we can say, their profile is guaranteed. In this context, as long as the old name of reform, so its produce economic benefits is huge. So as long as the old name of the reform of the way to go, revive the former glory, will come.
(2) the cultural significance.
Because of its central hubei province is located in China, including four party the essence of food, so since the ancient times is a famous place in culture, wuhan is even more so.
Nearly hundreds of years, was born in wuhan were snacks have the city–old bean skin, the four seasons beauty–soup packets, cai-lin-ji restaurant–hot-and-dry noodles, five fang–dumplings), these are all full of old people is now entering wuhan childhood memory. If these old name disappeared words, so this is not only represents the people will not be able to wuhan after eat these foods, more mean old wuhan cultural loss.
(3) social significance.
As the saying goes “saying”, and wuhan is a value of the local culture, so the old name has a important food social significance. The wuhan food shop, be helpful for protecting local cultural property, and is good for wuhan people leave more delicious, more conducive to attract more people to feel wuhan feeds.
2 wuhan food old present problems.
In the 1993 years ago, cai-lin-ji restaurant, the city, the four seasons old beauty, five fang lent, small taoyuan, these old name has held the wuhan food industry sales of jiangshan now, but in the 1990 s, with the favored emerging catering enterprises enter and local’s rise, the old name of the fierce competition in the multilateral trapped in the prevailing. According to not complete count, wuhan is recorded of the old brand, more than 120 are, at present, a third of these management good, a third to the point of struggling, another one third, is has to carry, and now it is all of the old in wuhan city in the annual output value addition, also as a medium-sized hotel, and even now connect to the city’s famous old such old name has put up the shutters. So, wuhan old step by step how to decline? On the whole, lead to the causes for the decline of old roughly five:
(1) location restrict its development.
In the old old, the geographical position is not convenient to development, and because the city, face move. And modern catering business iron law is “no parking to have a meal a”, many shops in the crowded both private and not enough parking, gradually lose the “right”, plus wuhan in recent years to urban road traffic basic construction, hard to avoid the move, traffic facilities of the old behind it is to become number one modification object. In this way, moving, the transformation suspension, the old business certainly is heavy blow.
(2) system restrict its development.
Old name also belong to state-owned enterprises, and the state-owned enterprises operating mechanism often enough flexibility, enterprise’s lack of development momentum. The abuse of the old state-owned enterprise mechanism mainly displays in:
Overstaffed organs. At present many old enterprise still using the is a teacher, so the traditional a train an apprentice mode, lack of know both cooking and understand the management of accord with talented person, this led to the enterprise management system and the lack of scientific nature. In this context, there are still many old enterprise as, all these make old enterprise institution bloated, poor management. No management consciousness. State-owned enterprises are mostly monopolistic enterprise, basic have no competition. This has a lot of food in the old equipment update, talents and management innovation on tens years like one day, no improvement plan, also fully couldn’t keep up with an increasingly progress of the new marketing concept. No brand management consciousness. Many old name all have the glide management thought, this leads to them we grow old by deserting our ideas, ignore the core value of the brand maintenance and shape. The core value of the brand is the soul of the brand, the brand recognition and consumers through empathize, such as the best selection of development now being the one of, people think it will think of “ensure pharmaceutical quality, strict close, the material RenHang” image. And the old name often lack the wuhan food brand management consciousness, no constantly strengthen the consumer image, emotional resonance, and so lead to customer loyalty is not high.
(3) the brain drain to keep the original flavor.
From the 1990 s began, some private catering enterprises gradually ChengQiHou, often high-paying state-run store away old employees, for old such signs enterprise, but also the focus of poaching by less fastidious. Many of traditional craft heirs are done by, and the old state-owned enterprise inherent mechanism drawbacks, but also accelerated the excellent talents loss of these proprietary.
(4) service consciousness can’t keep pace with The Times.
Most of the food in wuhan in February we can see, the waiter still wear enough clothes clean and tidy, service attitude is with a decade or two years ago, it is still the shout about the state of the move. And with today receive public popular xiangkuaicandian compared to most repast environment is noisy, store decoration enough bright fashion, to bring the diner experience is not enough and comfortable, which caused the Turin xiangkuaicandian such as city, the scene of traditional name of a shop not there.
(5) compared with the emerging new enterprise appears dated banal.
From the 1990 s began, favored quickly to enter the Chinese market, local emerging catering enterprises is also rising, as people living standard rise, material life rich and colorful, the people have the choice of more and more. And the old name often all with a different ages ago products for selling point, stick to the traditional, no innovative products, the multiple choice, in the emerging of various food enterprise, before the competitiveness of the old undoubtedly more and more weak, plus customers like “changxin as tribute” psychological effect, customer easy to feel “old as new, which makes the old name of the passenger flow into a large part of the other enterprise.
3 the electronic commerce in the present situation of the application of old.
(1) the electronic commerce in catering the present situation of the application of old.
China time-honored brand is the original domestic department of the People’s Republic of China as the famous enterprise. In 1991, the industry of the determination, there are more than 1600 famous enterprise approved by. Through the online surveys that, the first selection of food in the food business has 246 a, of which 197 have a website, accounting for 80 of the total was 08%; 120 a network marketing, accounting for up to 48 of the total was 78%; 67 home sales is good, only accounts for developing network sales enterprise 55 was 83%; 11 of the total number of home sales is poorer, the rest of the sales are not ideal, but his prestige in 4 · 6, 4 · 8 (5 for the upper limit) between. From the above data can see, the electronic commerce in catering kind of selection of enterprise application is not fully. Although develop web site and online sales is only enterprise application of electronic commerce is the beginning of the stage, the enterprise internal is applied, electronic logistics system ERP is still not known, but if enterprise is not introduction this step of words, enterprise the most basic network marketing is unable to carry out, let alone through the application of electronic commerce to help old name for the brand construction and management. Therefore, this watch or can reflect the actual situation of certain.
(2) the electronic commerce in wuhan food present situation of the application of old.
At present the wuhan food old remain not much, with only 12 home, and set your of dedicated web site with six home, accounts for only 50% of the total; Carry out the online sales have nine, 75%, but of which only 2 home sales in good condition, accounting for online sales in the total number of 22 was 22%; Taobao score good (4 · 7-4 · 9, 5 into upper limit) have six, accounting for 66 was 67%. From this group of data, we can see that wuhan food old application of electronic business promotion brand their average level was significantly lower than the national average, and a lot of online sales were a deserted, some websites even can’t open, thus, wuhan restaurant industry e-commerce applications consciousness is not strong, lack of professional network marketing personnel to the brand marketing management, only five fang lent it a enterprise, it can be said that the application of electronic commerce brand promotion do better.
4 conclusion and suggestion.
4.1 conclusion.
Old name is after a long time the market test and survive the enterprise, the product itself with high quality, price to consumers, but many years down still common excessive dependence on the traditional sales agents mode, you don’t do market, DengKeShangMen, and that will only have. In the age of Internet economy today, don’t rely on network platform sales patterns of innovation, old bouquet savoir hard to fall. Only on “keep, glide” can’t shop for brings new market, and may even affect the original market share to maintain. Electronic commerce environment for the mature provides great old reborn opportunity. Especially with pay treasure to the nation’s largest independent third party transactions platform for online sales to increase the diversity of payment, and can guarantee the safety of fund, help old win more pay treasure customer’s favour. So, wuhan food should be old to seize the opportunities and make full application of electronic commerce technology and network business platform, further strengthen its brand image, to promote the product sales, and expand the market share.
4.2 Suggestions.
With the increase of domestic users, domestic electronic business portfolio in a straight line, this from the performance of the treasure is obvious. Network race has become the food industry channel competition next main competition form, perhaps in the future will be the food network of catering industry and a main battlefield. According to the previous data collection and on-the-spot visit, we to wuhan food shop for the application of e-commerce put forward the following a few Suggestions:
(1) strengthen the construction and maintenance of the website, enhance the brand image.
Enterprise’s official website is the enterprise brand image and a reflected, and network has entity shop and other media can’t compare to the richness of the information, timeliness, interactive and interactivity. At present, only half of the wuhan food old established their own official club website, and half of which web design are rough, visitors quantity also very few, can’t play the role of the old propaganda. To this, the old name should attach importance to the construction site, pay attention to the information to update, strengthen the interaction with friends, and to develop some favourable activity or interesting activities, attract consumers browse. Still can take competitive rankings, BBS propaganda etc way, climaxing visibility.
(2) actively developing new products, to adapt to the online sales model.
Food sold a lot of food of old were not suitable for online sales, such as hot-and-dry noodles, dumplings, soup packets, etc, must be through the change can realize the product form online sales. Now there has been some wuhan old noticed that, such as five fang for development lent diet culture brand, developed a frozen dumpling series, vacuum cast fresh series, cai-lin-ji restaurant hot-and-dry noodles are taking the form of instant noodles, realized the supermarket and online sales. At the same time, the old name should also be strengthened the development of new products, to cater to consumer tastes, give consumers the newness.
(3) pricing should be moderate, and to make online pricing slightly lower than entity shop price.
Old name stands for the traditional and a precious memory, should be a kind of close to people’s image, so its pricing should not be too high. And online sales itself has managing inventory and cost of circulation characteristics, so should be slightly lower online price, in order to attract more consumers early buy products online, and further development of the online market.
(4) regularly in the online promotional activities.
In order to further expand the online sales, can carry out a series of old online promotion activities. Such as regularly in the online publication can be printed in the entity shop to buy the coupons, online propaganda entity shop holiday sales promotion, or shopping online sweepstakes, etc. To expand the market areas.
(5) to strengthen the application of form a complete set and electronic commerce software process control.
With five fang) for example, observed on the network for 5 party the diversity of the sales channel, resulting in different channel between system have different enters sells saves the management system, the system and not between docking, this has made it in data management accuracy greatly decrease; In the order processing and delivery system, have the improvement and ascension of space. So the old name should attach importance to the business process of electronic equipment construction, and constantly improve the electronic commerce system.